Getting Conversion Through Search Engine Optimization
The world of ecommerce is often times baffling as to the specifics of how everything works. Frequently, one successful strategy in a certain scenario fails to make a dent in another. Although there are no absolutes in this business, there are some helpful guidelines that can boost your conversions. First of all, 1% conversion is roughly the standard in the business. It may seem like a small number, but considering the volume of traffic that goes through a site; a conversion rate of 1.9% as reported by Shop.org in 2004 is average.
There are many fine touches one can make in order to improve conversion rates; however, three key areas to focus on are website simplicity, humanization, and security. Nothing is more frustrating for an online shopper than a complex website with excessive scrolling, a navigation system that takes you everywhere except where you want to be, or intrusive pop-up windows. By keeping everything organized and making the shopping experience as intuitive as possible, potential buyers just may take that extra step and become a customer. This idea of keeping it simple holds true especially during the checkout phase because nothing will make you pull out your hair quicker than a lost sale during checkout. Make prices of products big and bold and post shipping rates upfront or possibly consider free shipping on selective products altogether.
Once you’ve managed to organize and simplify your website, then next phase is to bring a human element. The internet is a cold world of anonymity and in order to bring a more enjoyable experience to a potential buyer; they need a sign of reassurance that you’re not just another faceless corporate company. By developing an in-depth “about us” page citing company history, a bond of trust is instilled within the user. Another little touch is posting real pictures of employees past customers or even testimonials, all of which adds a bit of warmth.
With so much news about hackers, identity theft, and viruses floating around the internet these days, security is a big issue especially with ecommerce. Subscribing to a knowledgeable online security company and posting the logo prominently on your website is a big plus with consumers. Utilizing SSL and making sure to let users know it within your privacy policy also helps. With the knowledge that they are safe from the prying eyes of online intruders, potential buyers feel free to unlock that safe they stash their credit cards in.
By no means are these guides the only way to improve conversion rates; however they are a good starting point. In the end, the key ingredient within the relationship between buyer and seller is and always has been trust. Once you’ve gained that bond, you must strive even harder just to maintain it.