Many small businesses can now be found online. Even small and local stores and service providers understand the importance of being visible and available to current and potential customers on the one communication tool they use constantly—the Internet. However, the reasoning behind setting up a website is not just visibility. At the end of the day, the website is aimed at attracting paying customers.
Some people sometimes forget this. Many business owners, marketing experts, and guidebooks put the emphasis on attracting visitors as the end goal. I will dedicate this post to talking about how companies can convert visitors to their website to customers.
A survey conducted by marketing performance company Affiliate Windows found that online conversion rates vary between 1.9% and 3.82%, depending on the device the consumer uses. Those rates are pretty low considering that a lot of work and money are being invested into building and updating a website. Here are a few valuable tips that can help you remedy low conversion rates.
Know Your Customer: Whether you do it yourself or with the help of a research company, you first need to research and understand your potential consumers’ behavior online. Analyze how to make the purchase process of your product easier on them; understand what information is crucial to initiate purchases, what platform your should website be available on (mobile, application, desktop), what message needs to be sent out to visitors to spark their interest, and what post-purchase activities must be done to retain the converted visitors.
Use Google’s Content Experiments: Content Experiments by Google is a tool that can help small businesses optimize the way content is presented on their site or application in order to increase conversion rates. This tool, which can be found on Google Analytics, allows you to create different versions on your website and test them with actual consumers. You can define different goals to the experiment—visit duration, number of pages visited, the occurrence of an “event” such as cart activity, social recommendations, etc. This tool help you choose which of the versions is your “winning horse.”
Be Available: This one is easy. Have your phone number posted where visitors can easily see it on every page. A lot has been said about customer service becoming less personal and how customers nowadays prefer communicating with businesses digitally. That may be true for some, but most people still like to pick up the phone and just talk, ask questions, and get answers from a human being. Make sure that they can do that effortlessly before they get frustrated and leave.
As more people spend more time online, many say e-commerce is the future. Not for nothing, eBay, Amazon, and Google are wrestling each other in that arena. Whether you sell your products online or not, being online is no longer an option; it’s a must. I hope my advice will help you focus on what your company’s websites goals are and give you tools to achieve them.