Conversions! The Bottom Line
Can you imagine what will be the fate of an e-commerce company, say selling apparel online if there were to be no conversions i.e. if there were to be no sales from the site in spite of people visiting the site?
Well, in all probabilities the business is going to suffer losses and will eventually need to shut down the same, thus bringing a doomsday for the start-up and the investors who had invested their hard-earned money in the company.
The biggest question therefore is how to ensure that the people or in this case the prospective customers who are visiting the site, which we can also term as the traffic on the site, end up subscribing/purchasing a product etc. thereby leading to fulfillment of the aim of the company that was formulated the first time it came into existence.
Some of the things that I am about to mention here has come from various sources from the internet. The thing is that I would like to share with you, in order to ensure that you get the best out of what you are doing.
First thing first, it is extremely important to let your customer have a wonderful time interacting with your site. There should be no bugs on the site, which deter the customers from playing with your site.
Second, many a times what happens is that you tend to give too many details which are unnecessary from the customer's point of view and you end up annoying the customer more, without letting him know in what way a particular proposition will benefit the customer. Thus, the sales pitch needs to be precise and to the point, at the same time, should be informative to the extent of being able to show the utility of your product or service.
Third, having too many CTA (call to action) on a single page is a nuisance for the customer. Trust me, it's better to have just one main CTA and the rest should direct everything towards this one CTA.
Fourth, the "thappa" is very important, when it comes to internet. So, if you have say a particular logo (say of visa) on your site, you are considered to be a credible website. Because people believe in the "thappa" effect, therefore you need to get at least 2 to 3 credible thappas on your website in order to develop a sense of trust in the customers for the website.
Fifth, never be satisfied with your conversion rate. There is always a scope of improving it further. keep analyzing and keep testing the same which would result in conversion rate optimization (CRO).
If you can keep these little yet great things in your mind, then I am sure, you are going to love what you are doing, which will get reflected in increased conversions and in turn increased sales and ROI.
Source for Image: http://blog.statcounter.com/2008/07/conversion-update/