Closing Sales Online: How to Increase Website Conversion Rates

Shopatron CLOSING SALES ONLINE: HOW TO INCREASE WEBSITE CONVERSION RATES Conversion optimization is the art and science of turning more website visitors into customers. While website visitors can be skittish, converting them into customers can often be as simple as clearing the path to purchase. By following some of the simple rules noted below in your web strategy, you can generate more sales without ever having to change a price. TURN ON THE SPEED The faster your page loads, the happier visitors will be on your site. But slow down your visitors, and you will get to watch them fly off your website. 26.8% 47% 20.1% 13.4% 6.7% 2 sec 3 sec 4 sec 5 sec LOAD TIME 47% of consumers expect a maximum page load time of 2 seconds. After 2 seconds, the abandonment rate increases 6.7% per second. DRESS SIMPLY The phrase "cleanliness is next to godliness" applies online, too. Cluttered websites make it hard for visitors to find the information they want and, more importantly, the path they must follow to complete their purchase. SIMPLE LAYOUT QUALITY IMAGES CALL TO ACTION A flashy website usually converts worse than a simple website. First impressions determine how visitors perceive your site Prominently display the call to action above the fold. and your brand. ... n THE TOOL SHED STORE HOME PRODUCTS CONTACT YOUR CART Deluxe Power Drill $99.99 QTY ADD TO CART O 30 DAY RETURN POLICY e VISA m PRODUCT DESCRIPTION A heavy-duty power drill with a titanium grip and magnesium drill bits, the Deluxe Power Drill is the perfect tool for any job. Suited both for professionals and the home hobbyist, the Deluxe Power Drill can handle a wide range of projects whether you're out on the job site or just hanging around in your garage. A LIVE CHAT BE SOCIABLE Your online shoppers can't hold your products in their hands, but feedback from other customers can serve as a substitute for this. Reviews and other social links let them know that other people have had a good experience buying these products from you. 59% "I got exactly what I wanted, when I wanted it. Awesome shopping experience!" 125 30 45 14 32 f 59% of shoppers said they used product reviews to make decisions. OFFER REASSURANCE No matter how much your customers trust your brand, because you and the product are not physically present, online shopping will raise doubts in their mind. Will I get the product I want? Will it fit? Will it take too long to arrive? Will my payment information be stolen? If you're not showing them that it's risk-free to shop on your website, their doubt might get the better of them. SECURITY RETURN POLICY SUPPORT Use a security seal, tell customers how you protect their information, and display accepted payment methods. Make the return process Let customers know that help is readily available if they need it. obvious, simple and generous. n THE TOOL SHED STORE HOME PRODUCTS CONTACT YOUR CART Shopping Cart Deluxe Power Drill $99.99 APPLY CODE SECURE CHECKOUT $5.99 VISA BIMelater ESTIMATED SHIPPING RETURN POLICY O If you are unhappy with your purchase for any reason, you can return it within 30 days to receive a full refund, guaranteed. TOTAL $105.98 CHECKOUT NEED HELP? Have questions about a product or your purchase? Call our 24/7 helpline at 1-800-555-1234. A LIVE CHAT SOURCES: 1. Tag Man Blog, March 2012 (httpil//bit.ly/Y58ns0) 2. Shop.org, 2007 Ihttp//bit.ly/PVIz1yl Think of your website like a road. If the road is straight and smooth, the drive from A to B is a breeze. On the other hand, if the road is a winding trail, riddled with potholes, you're likely to seek out another route. Go through your website as if you were a potential customer and note items that inhibit the buying process or places where you could reassure the shopper. Is it fast? Is it professional? Is it social? Is it secure? If the answer to these questions is no, it's time to get to work. Shopatron Shopatron provides eCommerce solutions that increase sales online and in stores. For more information on conversion and how to increase sales through your eCommerce website, download our whitepaper "eCommerce Conversion Testing: Best Practices for Increasing Sales" at ecommerce.shopatron.com/conversion. 18 ABANDONMENT RATE Shopatron CLOSING SALES ONLINE: HOW TO INCREASE WEBSITE CONVERSION RATES Conversion optimization is the art and science of turning more website visitors into customers. While website visitors can be skittish, converting them into customers can often be as simple as clearing the path to purchase. By following some of the simple rules noted below in your web strategy, you can generate more sales without ever having to change a price. TURN ON THE SPEED The faster your page loads, the happier visitors will be on your site. But slow down your visitors, and you will get to watch them fly off your website. 26.8% 47% 20.1% 13.4% 6.7% 2 sec 3 sec 4 sec 5 sec LOAD TIME 47% of consumers expect a maximum page load time of 2 seconds. After 2 seconds, the abandonment rate increases 6.7% per second. DRESS SIMPLY The phrase "cleanliness is next to godliness" applies online, too. Cluttered websites make it hard for visitors to find the information they want and, more importantly, the path they must follow to complete their purchase. SIMPLE LAYOUT QUALITY IMAGES CALL TO ACTION A flashy website usually converts worse than a simple website. First impressions determine how visitors perceive your site Prominently display the call to action above the fold. and your brand. ... n THE TOOL SHED STORE HOME PRODUCTS CONTACT YOUR CART Deluxe Power Drill $99.99 QTY ADD TO CART O 30 DAY RETURN POLICY e VISA m PRODUCT DESCRIPTION A heavy-duty power drill with a titanium grip and magnesium drill bits, the Deluxe Power Drill is the perfect tool for any job. Suited both for professionals and the home hobbyist, the Deluxe Power Drill can handle a wide range of projects whether you're out on the job site or just hanging around in your garage. A LIVE CHAT BE SOCIABLE Your online shoppers can't hold your products in their hands, but feedback from other customers can serve as a substitute for this. Reviews and other social links let them know that other people have had a good experience buying these products from you. 59% "I got exactly what I wanted, when I wanted it. Awesome shopping experience!" 125 30 45 14 32 f 59% of shoppers said they used product reviews to make decisions. OFFER REASSURANCE No matter how much your customers trust your brand, because you and the product are not physically present, online shopping will raise doubts in their mind. Will I get the product I want? Will it fit? Will it take too long to arrive? Will my payment information be stolen? If you're not showing them that it's risk-free to shop on your website, their doubt might get the better of them. SECURITY RETURN POLICY SUPPORT Use a security seal, tell customers how you protect their information, and display accepted payment methods. Make the return process Let customers know that help is readily available if they need it. obvious, simple and generous. n THE TOOL SHED STORE HOME PRODUCTS CONTACT YOUR CART Shopping Cart Deluxe Power Drill $99.99 APPLY CODE SECURE CHECKOUT $5.99 VISA BIMelater ESTIMATED SHIPPING RETURN POLICY O If you are unhappy with your purchase for any reason, you can return it within 30 days to receive a full refund, guaranteed. TOTAL $105.98 CHECKOUT NEED HELP? Have questions about a product or your purchase? Call our 24/7 helpline at 1-800-555-1234. A LIVE CHAT SOURCES: 1. Tag Man Blog, March 2012 (httpil//bit.ly/Y58ns0) 2. Shop.org, 2007 Ihttp//bit.ly/PVIz1yl Think of your website like a road. If the road is straight and smooth, the drive from A to B is a breeze. On the other hand, if the road is a winding trail, riddled with potholes, you're likely to seek out another route. Go through your website as if you were a potential customer and note items that inhibit the buying process or places where you could reassure the shopper. Is it fast? Is it professional? Is it social? Is it secure? If the answer to these questions is no, it's time to get to work. Shopatron Shopatron provides eCommerce solutions that increase sales online and in stores. For more information on conversion and how to increase sales through your eCommerce website, download our whitepaper "eCommerce Conversion Testing: Best Practices for Increasing Sales" at ecommerce.shopatron.com/conversion. 18 ABANDONMENT RATE