Monday, 10 November 2014

Website Optimisation To Grow Ecommerce Sales

Website optimisation:How to grow your sales without spending a cent on marketing.

Today we’re going to talk about a very hot topic at the moment – website optimisation.
There’s been a lot of talk around the web recently about what a good website conversion rate is and how you can improve through website optimisation.
In this blog we’re going to dive deep into the 3 key principles that effect your conversion rates. Plus you’re going to discover the top 5 aspects of your site to optimise if you want a dramatic boost in your conversions.
Before we jump straight into the juicy stuff, lets quickly cover what conversion rates are and why they matter so much.

What are conversion rates?

The term ‘conversion rate’ refers to the percentage of your website visitors that take some kind of action. For ecommerce stores is the number of people that buy, and for traditional businesses it’s the number of leads that you get.
Say for example you had 100 visitors to your site, and 3 people took some kind of action such as purchasing from you. That would be referred to as a 3% conversion rate.

Why are they Conversion Rates Important?

Conversion rates are important for a number of reasons, however the biggest one, and the reason that we are going to focus on today is because they are directly proportionate to your profits. Let me explain…
In the example above lets say that the 3 people who purchased from your site all bought $100 worth of products. This means that 100 visitors, you make $300. Following me so far? Great.
Now here’s where things get exciting. Imagine you could increase the number of people who buy from you. What would it mean to your bottom line if from every 100 visitors 5 people bought?
It would beam your sales would jump 60%.
Now the cool bit. To grow your sales by 60%, all you need to do is increase your websites conversion rate from 3 to 5%. Pretty simple huh?

What effects website conversion rates?

There are hundreds of things that affect your conversion rates. These range from site layout to colour scheme and even load times.
However there are 3 key factors that are essential to all conversions. If you tick all of these boxes then you’re likely to outsell your competition every single time. They are…
  1. Proof
Your clients want proof that what you are selling does what you say it does. Although consumer confidence online is growing, people are still cautious of sellers making big promises they can’t back up.
  1. Urgency
Why should your customer buy from you today? They can just come back next week right?
  1. Do they like you?
The single biggest thing that kills sales online is when the customers simply don’t like the business. It doesn’t matter if you have the best product in the world, if your business doesn’t come across as friendly, then your sales will suffer.
If you master all 3 of these principles on your site, you’ll be amazed at how quickly your sales will grow.
To help you implement these 3 key principles of website conversion optimisation on your site, I’ve compiled a list of proven things you can adjust.
This list contains my top 5 points of website optimisation. If you take this advice and act on it, your sales will soar.
Adding verified payment logos can boost sales and increase customer confidence.

  1. Add ‘safety’ logos to your site- by adding logos like PayPal, security certificates, Visa and MasterCard to your site some sellers have increased sales by 7%
  2. Show limited available stock- Add a snipped to your site that say’s something like “Quantity in stock: 2”. This creates urgency and increases the number of buyers who purchase immediately.
  3. Create reviews page- Recent studies revealed that people trust reviews online almost as much as a personal recommendations from a friend.
  4. Write your descriptions in a friendly tone- Forget the ‘corporate’ style writing, that doesn’t make friends. Simply be yourself and your customers will thank you for it.
  5. Highlight your guarantee and returns policy- If your customer is protected by a guarantee or returns policy, then make it a selling point. By adding a guarantee some businesses experience sales growth between 10-25%.
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