If your customers aren’t converting, nothing else about your brand really matters, does it? If you are suffering from a low conversion rate, it can be very discouraging, but you shouldn’t give up right away. Thankfully, there are plenty of things you can do to improve your website and increase your conversions. While conversion rates vary greatly based on things like your specific industry or the type of device a customer uses, the average rate tends to be around 3 or 4%.
If you aren’t there yet, don’t panic. Take a look at this list and see if you can improve in any of these areas. Best of all, you don’t have to go through this alone. Consider hiring someone, like Uhsome, to handle your digital marketing and website needs.
Improve Your Customer Service
For ecommerce brands, having exceptional customer service is a must. You don’t have the option of meeting with customers in person, so you need to make sure you are easily reached online. The easiest way to improve in this area is by either creating, or improving, your customer service or contact page.
On your contact page you should have plenty of useful information that a customer can use to reach you. This includes things like your address (even if you are an ecommerce store it helps boost your credibility to publish where your “headquarters” are located), phone number, email address, and links to your social media pages. If you are able to, consider implementing a live chat service. Customers prefer this method of contact, and in fact a surprising 92% of customers are satisfied when using live chat.
In terms of social media, also always be sure to respond to any customer questions. Not only will the customer who reaches out be disappointed if they don’t get a response, it also serves as bad PR for your brand. If a customer searches for your brand and sees a lot of unanswered questions, do you think they will feel confident purchasing from you?
Increase Site Security
This is an obvious one (or it should be). If you are an ecommerce store, you need to have a secure site. Without HTTPS, you will absolutely kill your business. Customers today take Internet safety and security very seriously and will not just submit their personal info on any website they find. Make sure your website is secure, and perform any updates as needed. If your site is not secure, runs slow, or is bogged down by ads, it is sure to turn customers away.
Speed Up Your Checkout Process
What information do you require from customers when they are making a purchase? Obviously there is required info that is needed in order to process a payment and to know where to ship the item. However, if you ask customers for a bunch of extra information, you will lose out on conversions. Simply put: customers are impatient today. In the digital age we are in people expect things to happen fast, and if that expectation isn’t met, a user can (and will) easily abandon a site in search of a better one.
Instead, only collect necessary info from customers when they are checking out. Also, implement a guest option for new users to your site. There may be numerous benefits to becoming a registered user at your website, but that extra step can turn away your customer. Allow them to check out as a guest and register as a user later.
Retarget Abandoned Carts
Abandoned cart rates are soaring these days. The average rate these days is nearly 70%. Should you just accept that fact and let those 70% of carts go untouched? No! Retarget those users in order to reclaim some of those carts and boost your conversion rate. A popular method of retargeting is via email, although there are other options out there such as push notifications (both mobile app and web based notifications).
If nothing else, your abandoned cart message should include what it was that a user left in their cart. Sometimes a user simply gets distracted and forgets they were shopping at your site. A simple reminder of the items they left behind might be all they need to complete the sale. An even better approach, however, is to include some sort of incentive. This may be a certain percentage off (like the above example), a free gift with purchase, or a free shipping offer. The value doesn’t have to be big, it just needs to be something that can help persuade a user to complete the purchase.
Engage Customers via Social Media
Finally, if you are suffering from low conversion rates, consider turning to social media. This may seem like a stretch, but in actuality, social media is increasingly where users are turning when researching brands and making decisions about making a purchase.
It is well known at this point that you need to have a social media presence, but take that one step further by actively engaging with your customers. This can include commenting on posts, re-posting user content, and running contests. A more robust social presence is sure to encourage users to shop at your site and to share their experience with friends and family.
One final consideration is to implement purchasing options via your social media channels. If this is where users are already spending a lot of their time, why not let them make a purchase while there too? Currently, you can set up in-app purchases via Facebook, Instagram, Pinterest, and Twitter.
Looking for more info on why you may be losing customers? Check out this great infographic, courtesy of Performance Card Service: