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Five Ways to Increase Your Website Conversion Rate

Though it's wonderful to get all those I am continually tracking the questions
hits to your e-commerce web site, hits people ask and modifying my site to make
don't mean much unless you convert them sure it answers those questions. That
into sales. This is especially true if way people can get answers to the most
you are paying for, and not converting, common questions right away, and I don't
clicks. spend time answering the same questions
If your website is suffering from the over and over again.
"Conversion Rate Blues", consider the While a good FAQ is a great time-saver
following steps for improving sales and for the person who has to answer those
ultimately, profits: questions, it also gives site users the
1. Make sure your website is optimized to impression that your site is
attract people with the highest potential well-thought-out, that you care about
to buy their questions and will take time to
When I first designed my log furniture answer them thoroughly. You can build
website, Log Cabin Rustics, I unwittingly trust in your website by having relevant
targeted an audience that wasn't the product-related content throughout the
perfect one for my site. As things site as well, but there's nothing like a
turned out, I didn't even rank for my two well-planned FAQ to assist in answering
top key phrases, log furniture and log questions.
beds, in the search engines. I managed 4. Make Your Shopping Cart Easy to Use
to get pretty high on the scale, however, I've had a little trouble with my
for log cabin related searches. shopping cart from time to time. It
People who build log cabins are a target seems that if I modify the header for my
market of mine, since many of them site, and put in a link that says "http:"
eventually purchase log furniture to go instead of "https:", the secure part of
with their home. The most likely my shopping cart pops up an error message
immediate customers, however, are those with every click of the mouse. Take it
who actually searched for the term "log from the voice of experience-this is not
furniture" rather than "log cabin". When conducive to sales.
I re-optimized my site for the search If your sales are clicking right along,
terms I thought would bring the highest then suddenly drop into the abyss, it's a
conversion rate, visitors to my site were good idea to go out and place a test
more likely to buy because my site was order. I'm embarrassed to say that in my
selling what they were searching for. My busy-ness, I've had to have a customer
efforts paid off, when my conversion rate inform me of how very difficult it was
(and sales) doubled in the month or two for them to place an order. Upon
following my changes. investigation, I have found several times
2. Add a personal, trustworthy touch to that something had gone wrong on my site.
your site In addition to making sure your shopping
I don't personally care to have my cart is fully functional and doesn't
picture posted on the front of my return error messages, it pays to have a
website, although many people do. I do shopping cart that is easy to use. I am
have my name prominently on the site, not an affiliate for Clickbank, but
together with information about why I whenever I buy an e-book from someone who
sell log furniture and my business is using their service, I am always
background as a CPA. I have found that a impressed with how smooth and quick the
personal touch goes a long way towards online transaction is. There have been
selling log furniture. Many of my other times when I really wanted to
customers spend $2,000, $3,000 or even purchase something, but some little
$4,000 on their log furniture order, and glitch in the shopping cart wouldn't let
some of them have waited years to get the me proceed with the order, and nearly
furniture they want. drove me to distraction.
They didn't find what they wanted in As a customer I always think to myself,
their local area (they must not have many "if these people can't get their website
white cedar trees in Texas), but they to work, how do I know they can ship me
found it on my site. There's just one an order?"
problem, however. They wish they could As a webmaster or mistress, you certainly
touch the furniture, slide the drawers in don't want to be on the receiving end of
and out, look for drips in the finish, such thoughts-and you can prevent it by
and generally evaluate the quality before making sure your website shopping cart is
the drop that kind of money. I have had easy to use, and testing it every now and
people drive 4-6 hours to visit my store again to make sure it's working properly.
on more than one occasion for that very 5. Give Free Shipping or Make a special
reason, and frankly, I don't blame them. offer
I'm pretty picky about my furniture too. This might seem like a no-brainer, but it
This is where I can help my customers. I really does work. I used to give away a
use primarily local suppliers, and free rocking chair to anyone who bought a
finished furniture that I sell is suite of log bedroom furniture, and you'd
finished right in our building. I can be surprised how many customers I had say
and do inspect much of the furniture to me "I just love the idea of getting
before it goes out. Our finishing something free!" At the moment, I give a
department does a pretty good job, but if 5% discount for the purchase of multiple
I see something I don't like, I have them items. That might not sound like much,
sand it down and get it right. but its $100 on a $2000 order and many
Some people I sell furniture to place people are glad to have it.
their order online or with one phone I also include free shipping in the
call, but many of them talk to me several continental 48 states. This makes it
times before they place their order. much easier for people to know the exact
They start to feel like they know me, and cost of the furniture. I used to have
I start to feel like they are my friends. people people contact me to see how much
The last thing I want to do is ship a shipping would be, then I would estimate
suite of log furniture from Michigan to the cost of the furniture they wanted,
Caifornia and have it come back because contact several freight companies for a
the customer isn't happy. And I don't quote, re-contact the customer, etc.
want to let down my friends. When Free shipping makes everything so much
customers understand this, they trust me easier, and it really seems to appeal to
to deliver what my site promises, and my customers too.
that translates into sales. In conclusion
There are many ways you can build trust I'm sure there are other quality ways to
in your website. When I realized my build people's confidence in your
conversion rate was not what it could or site-thereby increasing both conversion
should be, I went out and researched the rate and sales. Some of my friends have
topic on the web. By reading a number of Better Business Bureau seal on their
SEO articles on the topic, I came up with sites, or participate in BizRate or other
a checklist of things to do on my site. rating services. I haven't tried any of
My list included: these yet, so I can't speak for them.
- giving name and contact information for But I have learned from experience that
the owner of the site people want to know you are a real person
- telling a personal history of the with a real business. They want to know
business that you care enough to answer their
- showing pictures of your factory, questions, they want a smooth shopping
office, semi-truck or anything else that process, and they really do like special
makes your business real. If possible, offers.
give an online office or factory tour. In these days of security breaches and
- getting a secure security certificate privacy concerns, many customers will
and posting it on your site, and need extra reassurance about the care you
- posting a privacy policy, warranty take in such matters. You can accomplish
information, and product testimonials much in that direction by spelling out
3. Include a detailed FAQ on your site company policies on your site.
A detailed FAQ that answers just about If you think the conversion rate on your
every conceivable question can do much to site could be better, why not make a
improve customer confidence in your site. to-do list of items mentioned in this
Many people are quite methodical in article that might not be all they could
their product research. They may be be on your site. And oh yes, if you have
looking at my site at 3 in the morning, a website selling "widgets" but the only
have a question, and want an answer NOW. people finding your site are those who
Otherwise they will migrate on to a are searching for "bridges", you really
competitor who has both the information should change your keywords.
and product they are looking for.




www.quartetmfg.com keyword stats [2007-11-04-2007-11-04]



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