10 Ways To Improve Your Website Conversion Rate

Sahil Parikh Information technology changed the rules of business long ago, ushering in B2B and B2C websites that are now the primary mode of business for millions of people around the world. If you’re one of these entrepreneurs, there are certain basic criteria your website must meet to ensure two things – attracting the maximum number of visitors to your site and, more importantly, your website’s conversion rate. By this, we mean converting visitors to your site into actual customers.

Here are some tips and tricks and will boost your website’s conversion rate. Does Your Site Take Too Long To Load?
We’ve all visited sites which take an age to load. You instinctively close the browser window and usually go to the nearest competitor. Improving your website speed is very important in keeping customers on your site. In fact, Google claims it uses your website's speed as one its metrics when deciding how to rank your site within its search engine. Design & Layout Are More Important Than You Think
I see a lot of Indian sites ignoring design. They think it’s not worth the investment as long as the relevant content is displayed. Personally, I think design is a huge competitive advantage. Imagine walking into a messy shop? Wouldn't you want to flee immediately? The same applies to a website. A well designed, clean and appealing website will wow customers (that doesn’t mean you use Flash!) and give them a superior experience so they keep coming back for more. First Impressions & USP Are Crucial
If a customer doesn't understand your unique selling proposition, he is sure to pass right by your home page. What you’re selling and why you’re in business is something that should be boldly presented on your home page. Be memorable and making sure you stick in the user's mind. The recent Flipkart ads with children acting like adults is funny, different and memorable. It sticks. Are Your ‘Calls to Action’ Clear?
Let’s say I have spent 15 minutes on your site and added a few products to my shopping cart. I either continue shopping or I check out. These ‘calls to action’ need to be clearly presented to guide visitors to take the next step. If you have a newsletter, then display a prominent button so I can easily opt in and give you permission to send me emails. Invest In Focused Marketing
Last week, I was searching for espresso coffee machines but was taken to a site which sold coffee beans. I immediately clicked on the ‘back’ button and continued my search on Google. It is important to know what keywords your site relates to and optimise your site just for those keywords. Having a lot of people visit your site doesn't mean much if most of them are dropping out because they didn’t find what they were looking for. You Must Offer On-Site Support
You need to build trust with your visitors. Offer instant help by using one of the many online chat tools on your site. Or, if you don't have the bandwidth to have someone answer questions 24/7, offer a contact number for them to call you if they have a problem. In our impersonal digital world, building personal relationships with visitors goes a long way towards converting into customers. Upload Testimonials On Your Site
I would highly recommend that you pepper your site with testimonials and quotes from customers. In India, a referral is the best way to win business. For example, Facebook has a plugin which lets your visitors see which of of their friends ‘liked’ the website. Shipping or Refund Policies Appeal To Customers
Confusion leads to indecisiveness, which ultimately leads to people dropping out of your site. If I am buying a coffee maker or subscribing to an app I definitely want to know what happens if a product does not work as advertised. Can I easily return the coffee machine by mail? And can I cancel my subscription to the software? Think peace of mind. Offer Easy Payment Options
Personally, I like buying from sites that make me aware of my payment options – credit card (list of all cards accepted), debit card, net banking, cash-on-demand (COD), cheque etc. Imagine putting a bunch of items in your shopping cart and then realising that they don't accept MasterCard. Bummer! These pointers will definitely improve your website’s conversion rate but the best way to learn how to keep visitors on your site (and have them coming back) is to keep an eye our on your analytics (set up Google Analytics). This will reveal what people are actually doing on your site. Tweak your site, test out different headings and experiment as you go along. I hope your site brings you a bonanza this upcoming holiday season. All the best! You can send your feedback to smementor@moneycontrol.com or simply post comments below