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“Increasing conversion rates is absolutely crucial because a good conversion rate is the foundation of high sales volumes,” – CXL.com
Gravitation is a fundamental law in the physical universe. This force of nature is invisible to the human eye but retains a central role in many processes and interactions. Similarly, commercial enterprises are animated by the fact that consumers and customers are attracted to a brand promise that delivers products and services. Internet-based businesses have a fundamental duty to ensure that online conversion rates achieve high numbers because this enables them to thrive commercially, compete in open markets, and to deliver a steady brand proposition. Conversion rates assume added significance when we consider the fact that the constituency of modern online customers represents fickle entities that have unhindered access to multiple vendors on the World Wide Web. We will examine some of the techniques that enable Internet-based businesses to boost online conversion rates in the following paragraphs.
Ease of interaction should be a business imperative for brands that seek to improve their online conversion rates. This assertion is underlined by findings that indicate low levels of focus and deficient attention among the majority of online customers. For instance, an online business that seeks customer information should offer simple on-screen forms to its visitors. The said forms can seek basic information such as the visitor’s first name, last name, and a valid email address. This swift interaction with visitors and shoppers can mark enormous gains for the business and boost online conversion rates. In addition, we note that visitors will likely appreciate subsequent marketing pitches based on the aforesaid interaction.
Intelligent, useful, and varied content can help businesses to elevate online conversion rates. This tactic remains useful because it encourages visitors and shoppers to offer repeat business to an enterprise. Content in the form of a regular comic strip, blog posts, opinion pieces, industry news, and video interviews can ensure high customer engagement. Therefore, Internet-based businesses can leverage this tactic in a bid to attract casual visitors and convert them into paying customers. In addition, the regular deployment of such content helps a brand to raise its public profile, boost its search engine rankings, and attract higher volumes of online traffic.
A systematic approach to addressing customer pain points enables businesses to gain higher online conversion rates. This approach essentially hinges on enabling customer convenience in a bid to fashion better customer service. For instance, market researchers have documented instances wherein, online travel operators have addressed genuine customer concerns in a bid to smoothen the customer experience. A single mobile app can cater to traveller requirements for hotel accommodation, airport transfers, sightseeing excursions, restaurant bookings, driver tips, and multiple payment options. We note that this instance clearly illuminates the benefits of aggregating said functions into a single app. In a similar vein, online taxi service operators can boost online conversion rates when they choose to offer high quality service mated to a seamless customer experience.
The prominent placement of marketing messages on websites and mobile apps can empower businesses to achieve higher online conversion rates. We note that this tactic is a potent tool in terms of attracting new customers, encouraging casual visitors to browse business offerings, and to convert a larger number of visitors into customers. For instance, an online business can position banner advertisements that depict a countdown to the close of a sale. This visual message triggers urgency in customers and encourages faster purchase decisions. The shortening timeline will likely induce visitors to browse sale items and convert to customers. Further, this tactic may encourage visitors to share this information with their friends and social acquaintances, thereby boosting online conversion rates for the business. We note that these outcomes will likely help said business to register higher sales amidst frenzied customer activity.
Customer check out pages on websites and apps can present time lags and lead to customer stress. We note that modern customers are time-deficient creatures that harbour little patience for such roadblocks. Therefore, online businesses should work to preserve the integrity of purchase decisions by removing bottlenecks on said pages. Further, a rating device embedded in said pages can help businesses to sample customer satisfaction. These steps project the image of a responsible business enterprise that values its customers. Consequently, the smooth customer experience can encourage repeat business and improve online conversion rates.
Free shipping offers can help businesses to attain significantly higher online conversion rates. We note that this is a classic device that defines certain aspects of the e-commerce industry. Brands and businesses can attach free or discounted shipping to certain classes of products in a bid to encourage product uptake. These mechanisms can also be deployed during lean seasons to encourage shopping activities. In addition, businesses can mate free shipping with slow moving items of merchandise in a bid to clear inventory. Enterprising businesses can also offer customers gift-wrapping services free of cost in a bid to boost new customer acquisition and improve online conversion rates.
Market research has discovered that the speed of loading web pages casts a significant effect on online conversion rates. Slow websites and apps prone to lags typically erode customer engagement and reduce conversions. Therefore, Internet-based businesses should ensure their websites and apps remain in superb operating condition. To achieve such ends, brands and businesses should test and deliver finely tuned back-end engineering for websites and apps. A responsive electronic shop front will likely add to the customer experience and boost online conversion rates. Further, such attributes will enable a brand to create a niche in customers’ mind space and thereby boost business performance.
Deals and promotions have proven very effective in attracting and retaining online customers. We may state that this is a tactic promoted by the e-commerce industry since its inception. Customers have responded by retaining and using promotional codes in an attempt to lower their shopping bills. Therefore, businesses are advised to offer specific website or app sections that utilise such ‘promo codes’ round the year. Data analytics can be used to track such customer behaviour and in most cases, the information indicates an uptick in online conversion rates.
Customer reviews and certifications enable Internet businesses to boost their commercial standing. We note that this strategy enables businesses to earn the customer’s faith because most customers tend to trust the opinions of other customers. Brands and businesses can position customer reviews on the relevant product pages in a bid to boost market traction. Similarly, best-selling products can be prominently displayed to attract customer attention. This tactic can be augmented by deploying special on-screen decals that attest to the fact. Customers normally react to this tactic by directing their dollars toward these best sellers.
In the preceding paragraphs, we have surveyed some of the tactics that enable businesses to boost online conversion rates. We must underline the fact that businesses must acutely measure the conversions registered on a regular basis. This enables them to quantify results and to tweak conversion tactics when required. Additionally, brands must undertake to offer all customers a steady brand proposition because this is instrumental in locking customers over the long term. Enterprises that use these techniques collaboratively can hope to increase their market share and effectively take on entrenched competition.
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