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How to Increase Your Web Site's Conversion Rate



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By : Rob Snell    99 or more times read
Submitted 0000-00-00 00:00:00
Converting browsers into buyers: Good first impressions can convert window shoppers into paying customers. To prevent people from clicking the back button quickly when they land on your store pages, your stores pages should look as though you have all that stuff what they had been looking for. Ease of navigation and quality search functions help customers find what they want quickly and easily. Not everyone knows what they want, so the more information that is available to them - in the form of reviews, articles or buyers' guides - the more likely they are to be able to decide that you have exactly what they need.

Use words and pictures on the product page to make people interested , also to lead customers to the ordering buttons which is the required action to sell. Your store needs to look legitimate so that your potential customers will trust you enough to make a purchase. Your checkout must be simple, focused on the task at hand, and appear to be secure. In this article, I discuss the key to convert more store browsers to buyers. To increase your conversion rate, you only need to make a few easy, but crucial changes to your Web site.

First, what is conversion rate? Conversion rate is the percentage of visitors who have made a purchase from your Web Store, verses those who have not and is one of the most important numbers for most of the e-commerce businesses. Making your site easier to use is the easiest of many ways to increase your conversion rate. Web usability can be defined as the study of improving website ease of use by means of established conventions of design such as decreasing load time, avoiding negative language, increasing the clarity of your messages and using testing involving actual users.

Merely increasing the amount of visits to your website is not sufficient; getting serious traffic is a serious consideration and a full-time job. It's hard to get your first order even if your website gets a lot of traffic. First, your site needs to both stand out, and retain your customers' attention. Next, before you spend huge amounts of cash acquiring visitors to it, it is crucial that you do whatever you need to do to improve your store which is the machine that converts customers.

You get more converting traffic by fixing your Web site. Therefore - you should make your site easier to navigate by following the best practices for easy web site browsing (you will find that later in this article) The best way for people to buy something is by giving them a competitive price, this is something that you should always bear in mind. Content quality will have a direct impact on your sales - once you improve the content quality you will begin to see more buyersinstead of seeing shoppers. When things like buyer's guides, articles, product FAQ's,
extra photos of the product, and other similar things are added, it's like adding chum into the water when you are fishing!

Customers and search engines alike just love things like that. Describe which products excel at particular uses, and be sure to take an editorial stance on which models you like or dislike, and the specific reasons why. Give more information about your products than the basic stock photo and product description from the manufacturer. Explaining the features, describe how those will solve people's problems by taking additional photos of the product. This information creates demand for what you sell.

Consumer reviews about products are popular online and we have willingly expressed his opinion on a number of products. Websites can experience increased sales by offering more information, as well as reviews and opinions of the products being offered. The more useful content your site has the"stickier" it becomes, keeping visitors there longer. There exists a direct relationship between how likely a person is to become a paying customer and how much time he spends on your website. This fact alone is in favour of an argument of bulking up the product information on your site. Just because its the first visit, doesn't meaneveryone will make a purchase.

Micro-conversations are important. Most people will visit your site several times before they buy, thus, the goal is to encourage them to fill their Shopping Cart and checkout before they leave the page. When it comes to expanding your sales online, this is key. Some of the online visitors to your web site will certainly not purchase. This includes those conducting shopping research for purchases to be made offline -- competitors -- and irrelevant traffic from weird search-engine queries that are the Internet equivalent of a wrong telephone number.

If your site is like most, you experience a great deal of unqualified traffic -- people who may be interested in your goods and services but aren't prepared to purchase anything.

Some people will click paid search listings with no intention to purchase; they just want to see what your site sells. The way to keep customers is by giving them a strong confidence in your site by building customer goodwill.

Make sure your Web site exudes professionalism:

* Be sure to keep your information up to date (keep copyrights up to date get rid of seasonal promotions and sales that are expired).

* Check your site for typographical and grammatical errors. You need to have only those typos for search engines on your commonly misspelled
words page that will connect to the real pages.

* Beware of anything that reads as though it were written by a bureaucrat and any phrases that appear to be anti-customer, such as the online equivalent of "No shirt, no shoes, no service."

* When selling on the Internet always provide a full contact information for customers in case that there might be a problem with your shipment. Give me your contact details: your address, phone number, fax number, e-mail address and your working hours, so that customers know they can contact you. Look like a legitimate company, and not just a random person with a Website.

Customers look for an 800 phone number on a business website. Feature that number on every page and all over the checkout pages in the shopping cart. Beneath the 800 number, you can put the office hours a live person may be reached throughout the day. While online orders may be more convenient, give your customers the option of ordering by phone. Accepting phone-orders, among other options, increases online sales, as customers often think of your 800 number as an additional way of reaching you - regardless, whether they use it or not.

Provide real photographs of your company and its business: you, your employees, your real world location (building, office, warehouse), even your customers (with permission, of course).

Avoid using images that are in the public domain, such as clip art and stock photos. You can place your photo on the Web even if you are not a celebrity.

The extent and professionalism of a company's web site provides few clues about company size. The small size of your operation can easily work to your advantage, as customers can receive more personalized service and support from the owner of the company. It is all right to say that you are a small, a one woman business, and so can and will give personal attention to customers that is not available at big businesses such as Amazon.

When I shop, I prefer not to make a purchase from BigBoxCo Inc. with 24 hour phone support. I'm most likely to buy from someone I know is both real and knowledgeable. If I have an issue or questions, someone should be there to answer my call. I want someone with genuine concern for their patrons. I'd rather communicate directly with the owner because they have a personal investment in customer satisfaction. Since there are so many internet scammers out there, you need to show you are a honest business person.

In the Online Net era -- the duration of time for which you have been doing business tells a lot. It is up to you and you alone to promote yourself. What awards and certifications do you have? Display articles, books, or speaking engagements that show off your credentials.

The reality is that all these small things builds up to raise the amount of your conversion. It's more than any one single thing alone. when you carry out changes to your store, make a note of what you are doing. Make changes one or two at a time to check the effect of that over a period of time. As every site is different from the other so the techniques that are working on one site may not be working on the other. You need to tailor your changes to what your customers want.
Author Resource:- For Dummies Author Rob Snell has extensive Yahoo Store experience with both family-owned stores and consulting clients. The Snell Brothers have designed, developed, marketed and/or maintained hundreds of Yahoo Store accounts that have generated millions and millions of dollars in online sales. He posts in his Yahoo! Store Blog on a somewhat regular basis.
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