Anyone who does business online worries about how to boost Web traffic. But traffic is only part of the story.
Equally important is the conversion rate–the percentage of customers who actually buy something. On average companies report that only 3 percent of Web surfers actually buy according to a survey by Shop org a division of the National Retail Federation.
Here’s a look at how one company boosted its conversion rates which allows users to print postage and shipping labels from any computer redesigned its website after testing 12 versions of its site with consultancy OTTO Digital. The company’s conversion rate rose by 20 percent.
The company enlarged the $80 bonus offer and the wording was clarified. Marketing director Sebastian Buerba suspects that customers viewing the old site believed they needed to pay $80 in order to get the scale postage and supplies. The new wording itemizes the various aspects of the offer and highlights the fact that it’s risk free.
In the original layout the call to action was a small button labeled “Sign Up” attached to the $80 offer. But “Sign Up” is intimidating to customers implying a lengthy form with lots of personal information says Buerba. The new language. “Get Postage!” is direct and urgent. Also the button is now red larger and centered at the bottom of the page.
Great points - I’d love to find a good layout for doing the same (increasing conversions) with blogs where the blogger themselves has products and services to offer. I’m thinking about doing a collaborative project on this - any ideas?
Hello dear I have tried your “how much your blog earn program”. Its fantastic. Could I request you for blog reveiw of mine?It should help me to improve better. Or could you pls favour a little for me by writing any about my blog in your or mine. Please visit atleast one time,I will wait for your opinions. Thanks.
Testing testing testing is one of the most important things to do online. Champion / challenger testing - where you adopt the champion design/process/wording (or whatever) and offer up a new challenger is a great way of achieving this. Of course it is important to be able to measure your success so an analytics package like Google Analytics with its goal conversion measurement is critical.
I definitely agree with making the call to action super clear. At thebargainqueen com we feature various bargains that we find on affiliate sites. We only make money when people make purchases.
Previously readers had to click on the photo of the item or the name of the item in the description to be taken to the site where they can purchase the item. It seemed pretty clear but one reader left a comment asking if there was some way to buy the item that was featured. That’s when we added a link at the bottom of every post that says “Love it? Click here to buy it! (Or blog it & you could win it.)” to make sure that readers got the message loud and clear — and to highlight the contest that we’re running.
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Related article:
http://www.business-opportunities.biz/2007/10/17/turning-browsers-into-buyers/
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