Welcome back to our Boosting Your Online sales series.
Last time, we walked you through the nuts and bolts of generating traffic: improving your ad spending and click-through rates.
In today’s article, we look at the second step of the online buying journey: what happens when the visitors land on your website. The website experience will greatly influence the final sales conversion rate, so make sure you tick off these key tips.
Online Sales Conversion Optimization Tip 1: Measure your loading speed
Time is money. Nowhere does this saying hold as much as in the e-realm. You’ve crafted the best ad copy and tweaked your targeting settings. But if your page takes longer than three seconds to load, you’ll lose the customer.
According to a trusted source, a one-second delay in page load time will get you:
- 11% fewer page views
- 16% decrease in customer satisfaction
- 7% loss in conversions
Here are some tips to improve your page load speed:
- Compress files that are larger than 150 bytes with tools like Gzip
- Increase browser caching time
- Use a content distribution network (CDN)
- Optimize your images
Online Sales Conversion Optimization Tip 2: Remove unnecessary clicks
Imagine this: you’re surfing the web, click on an ad promising 25% off and a 3-day delivery on a microwave you’re looking for—only to find yourself staring at a screen promoting a 20% discount on a fridge. Customer lost, cost-per-click wasted.
Once the users land on your webpage, you have to make it as easy as possible to find what they’re looking for. Too much navigation will make them abandon your page.
So when you set up your ad links, make sure they link to the relevant product page, not on the homepage.
Online Sales Conversion Optimization Tip 3: study the customer’s behavior
By that, we don’t mean you should grab a book on sales psychology.
Users leave a ton of insight when they land on your website. Some of it is implicit. For instance, how do people scroll around your page? Where do they hover over with the mouse? Which piece of content do they spend most time reading?
To understand these metrics, harness the power of heat maps. You’ll dip into a well of knowledge that will help you optimize your website’s content to make it easier for the user to reach the goal.
Here’s a list of great heat mapping tools out there:
Final Sales Conversion Optimization Tip: don’t assume, test
Once you’ve figured out where the customer journey breaks, you might come up with different hypotheses to fix it. Would a red button do better than the blue one? Should you put a strong action verb in the CTA or opt for a softer “discover more” shout out?
Well, why choose when you can test both? Unleash the power of A/B testing tools and let the users choose the winning postulate. Here are but a few tools we like and recommend:
We hope these online sales conversion optimization tips will help you tighten those loose ends and improve your website sales performance. Tune in next week, when we’ll share some final tips on that to do with users who, despite your optimization efforts, decide to leave without buying.