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How to Optimize Your Site for Conversions

October 4, 2016 By Jessica Mouser 14 Comments

You might think that increasing traffic to your ecommerce site should be your top priority. However, it actually makes a lot more sense for you to focus on getting conversions.

Marketoonist Cartoon Customer Journey Optimize Your Site
Image Credit: Marketoonist Business Cartoons

It could be that thousands of people come across your site every day. But if none of them complete your call to action, you are essentially failing because you won’t be making any sales. If your customers convert, however, then you are growing your client base and increasing your assets.

A primary purpose of any technology is arguably to simplify life and to make it more efficient. In the realm of ecommerce, business owners certainly have an interest in making their sites intuitive to use.

Site usability is crucial to achieving conversions and generating sales.Click To Tweet

This fact is especially true in light of the increasingly short attention spans of people in modern western culture. Yet brands do not always realize the measures they should be taking to make the user experience as simple as possible.

Table of Contents

  • Site Navigation
  • Visuals and Testimonials
  • ACS Bathrooms Has a Strategic Home Page
  • Leveraging Images and Reviews
  • A Few Other Recommendations
  • Optimization Equals Usability and Credibility
    • Jessica Mouser
    • Latest posts by Jessica Mouser (see all)

Site Navigation

Those knowledgeable about the qualities that contribute to a high-converting site emphasize different tactics. But a majority of them agree on the fact that site navigation is key. Arielle Hurst of Business2Community says that knowing what users want and how they shop is extremely important. Understanding your audience will tell you how to organize and lay out your website.

You need to get feedback on what your customers are looking for, whether you do so through surveys, live chat, or some other means. Another option is to track your customers’ movements on your site. You can then use that information to highlight the products your audience is seeking.

Along the same lines, it’s important your site gives visitors all of the information they need to evaluate your merchandise. Make sure you have detailed descriptions of what you’re selling and that the purpose of each item is clear.

Visuals and Testimonials

Anyone experienced in online marketing should be familiar with the importance of both visuals and customer testimonials. Visual media is not only powerful but also central to communicating with people in western culture. You need to be able to showcase your product’s beauty and functionality if you want to persuade people to purchase.

The reason why customer testimonials are important should be obvious. You as a company clearly have an interest in saying that your product is fantastic and that people should buy it. But it’s much more preferable to have multiple third parties promoting you. Because they are not motivated by your agenda, such recommendations give your company an enormous amount of credibility.

It’s also helpful to include other trust symbols on your site in addition to testimonials and reviews. You might display security certifications or brands with whom you have done business.

ACS Bathrooms Has a Strategic Home Page

The company ACS Bathrooms is an excellent example of an online site being strategic about keeping people on the site and shopping. The first image a user sees is that a clearance sale is ending soon. Discounts are a great way of capturing people’s attention.

The third slide on the homepage explains the company’s purpose and why customers should patronize ACS Bathrooms. Before users even start exploring the site’s products, the company has already communicated their “why” and made an attractive offer.

The company is also shrewd about the explanation of its purpose. The first statement on the list guarantees a 25-year warranty. Starting with a reason pertaining to security is smart because it appeals to the pain point of uncertainty.

Other advantages listed are the variety of the company’s products, the offer of design advice for customers, and the wide range of shipping locations. The rest of the slides on the homepage feature high-end products, as well as the company’s showrooms. These features are designed to bring in significant profits.

The ACS Bathrooms site designers have clearly composed the homepage with the user in mind. The page appeals to visitors’ desires, needs, and fears. Customers can easily see company contact info in the top right corner of the homepage. There is also a clear call to action to get the “BEST prices.”

The homepage also prominently features brands with whom ACS Bathrooms collaborates so that the viewer can’t help noticing one of the trust symbols the company utilizes.

Leveraging Images and Reviews

ACS Bathrooms unquestionably takes advantage of visuals and client reviews, wisely including both in the navigation bar at the top of the site. There is a tab for an entire page called “Clients Gallery” where potential customers can scroll through picture after picture of aesthetically pleasing bathroom furnishings.

The “Testimonials” tab features a page that is entirely full of thank you notes from satisfied customers who are grateful for the company’s handiwork. The images under the “Projects” tab shed light on the fact that ACS Bathrooms tends to furnish high-end hotels and apartment complexes.

Speaking of which, it’s important that your business markets to a specific niche. You might think you should try to appeal to everyone you can so that you can get every customer possible. However, it’s actually much more effective to narrow down your target audience. In the case of ACS Bathrooms, the company is focused on an upscale audience looking for a specific type of luxurious décor.

Limiting your clientele enables you to more easily match your services with what certain customers are seeking. You enable yourself to become more skilled in one particular field since you won’t be spread thin trying to learn an overwhelming amount of skills. And believe it or not, you even eliminate some of your competition because you won’t be trying to compete with every marketer out there—just those in your niche.

A Few Other Recommendations

As noted earlier, the easier you can make the user experience, the better. Hurst points out that it’s a great idea to be available to help your customers at key points in their journey to purchasing. For example, right before checking out is a good time to present your customers with a live chat box.

Don’t require shoppers to register in order to check out. Many people, especially if they are first time visitors to your site, will find registering annoying. Let them build loyalty to your brand first and register later if they choose. From my personal experience, Paula’s Choice is an excellent example of a company that offers the option of registering but still allows shoppers to check out as guests.

I’m a loyal customer to Paula’s Choice and have registered with them, but I’ve often forgotten my password. It’s true that I would save time in the long run by checking out as a registered customer. However, I appreciate being able to check out as a guest. In the moment, I don’t usually feel like taking the time to reset my password or register all over again.

Finally, cart abandonment rates are high. You should therefore always run retargeting campaigns for customers who do not complete the purchasing process.

Optimization Equals Usability and Credibility

Usability and credibility are the common threads in optimizing your site for conversions. You should keep the entire buyer journey as easy as possible. Help customers do what they can on their own. At the same time, you also need recognize what shoppers want, whether they realize it or not. Then provide that for them.

Identifying customer desires and fears is crucial, and you should address them as soon as people land on your site. Then show your credibility and authority to meet those needs. By implementing these principles, you will make great strides in creating a site optimized to secure conversions.

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Jessica Mouser

Jessica Mouser is a writer, public speaker, and avid reader. She is fascinated by how a culture's beliefs shape its technology and art.
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Filed Under: Ecommerce Tagged With: conversion optimization, increase sales, increasing conversions, web design

Comments

  1. Ranjeet Gupta says

    May 23, 2020 at 9:32 am

    hii there,
    such an amazing content with high explatination I love reading this blog post where I get great info which I am can also use for my blog.
    Ranjeet Gupta would love you to read ..10+ Techniques To Improve Google Search Ranking 2020My Profile

    Reply
  2. Addy Brown says

    April 10, 2018 at 8:20 pm

    Hi..
    Increasing sales and getting more traffic is one of important thing to grow your business successfully but all this should be done in a right way.
    Thank you for sharing this.

    Reply
  3. Dominick Loic says

    December 7, 2016 at 11:35 am

    Optimising is somewhere related to boost selling. Do not try to manipulate content and user diversion for increasing sales. Always use clear view of your product cause a single mistake of creating wrong content can ruin your business.

    Reply
  4. Thomas Baruah says

    October 10, 2016 at 2:32 am

    Awesome post.

    Didn’t know almost all of the tips and tricks you have mentioned. Also I’m new to site optimization.

    Thanks for this amazing article.
    Thomas Baruah would love you to read ..BombSquad Promo Code for 400 Free TicketsMy Profile

    Reply
  5. Md. Nayem says

    October 6, 2016 at 8:53 am

    Hey Jessica,

    I was searching for some optimize related post today when I came across growmap.com.

    Awesome post!

    Actually, This is very informative post. Glad to read this post and i will apply the method you analyse. Keep giving this kind of motivational and inspiring post.

    Have a nice day dude..

    Md. Nayem
    Md. Nayem would love you to read ..Kate Middleton in sexy red and white Mcqueen dress for sea plane trip …

    Reply
  6. Flores Bogota says

    October 6, 2016 at 5:23 am

    A conversion is that the most vital issue to the success of our on-line promoting strategy and goals. It merely suggests that obtaining our web site guests to try to to what we wish them to try to to, whether or not that’s purchase our product, sign on for our account, register for a webinar, transfer a whitepaper, or fill out a lead or contact kind. Having a promoting web site could be a moot purpose if it doesn’t gift conversion opportunities id est, generate leads and shut customers.In this age, the requirement for obvious and attention-grabbing content is critical. customers square measure cautious of selling slogans and have a tendency to remain on the sites wherever conversations between real folks happen. For marketers WHO wish to interact customers with interactive and real material, user-generated content could be a sensible resolution. User-generated content created by customers and publicly out there on-line to alternative users offers price, adds believability and sparks on-line users interest during a complete. Eventually, thanks for sharing your worthy thought with U.S.A..

    Reply
  7. Ben says

    October 6, 2016 at 3:35 am

    Hi Jessica,Very useful article. It is just what i want for.

    “Optimization Equals Usability and Credibility” is very important!

    Please keep doing awesome.

    Reply
  8. Amar kumar says

    October 5, 2016 at 6:40 am

    Hey Jessica,

    A conversion is the most important factor to the success of our online marketing strategy and goals. It simply means getting our website visitors to do what we want them to do, whether that is buy our product, sign up for our newsletter, register for a webinar, download a whitepaper, or fill out a lead or contact form. Having a marketing website is a moot point if it doesn’t present conversion opportunities ie, generate leads and close customers.

    In this age, the need for eye-catching and interesting content is significant. Consumers are wary of marketing slogans and tend to stay on the sites where conversations between real people happen. For marketers who want to engage consumers with interactive and genuine material, user-generated content is a good solution. User-generated content created by consumers and publically available online to other users gives value, adds credibility and sparks online users interest in a brand. Eventually, thanks for sharing your worthy thought with us.

    With best regards,

    Amar kumar

    Reply
  9. Stive says

    October 5, 2016 at 5:26 am

    Hi there,
    Actually I did not know this technic before. Thank you so much for sharing the technic. Now I can Optimize my Site for Conversions.

    Reply
  10. bogota says

    October 5, 2016 at 2:28 am

    Great Article! You have such a good information about SEO content writing. Thanks for sharing with us.

    Reply
  11. Ravi Chahar says

    October 5, 2016 at 1:28 am

    Hey Jessica,

    The site navigation is an important part of the website design. The layout of your website should be clean so that your readers can find what they want.

    Providing the facility of live chat can be really helpful. It’s always good to hear from others. The site optimization is needed for better user experience.

    Thanks for sharing with us.
    ~Ravi
    Ravi Chahar would love you to read ..How To Become A Professional Blogger In Today’s Blogosphere?My Profile

    Reply
  12. Robin Khokhar says

    October 5, 2016 at 1:09 am

    Hi Jessica,
    Completely loved this post. Got many points through this post of yours. You have done a great job.
    Thanks for sharing.
    Have a good day.
    Robin Khokhar would love you to read ..Reciprocal Links: Can still be used or not?My Profile

    Reply
  13. pankaj says

    October 5, 2016 at 1:01 am

    hey
    read your amazing article i am totally agree with your point which you give us by this post . that conversation is also create a lot traffic on our site . hat people are thinking about our blog , what people want to say abut blog , they like or not our blog , we can know this all the things by the conversation and this is a most important thing thanks to share with us lots off fab information us by this post

    Reply
  14. Mark says

    October 4, 2016 at 8:03 pm

    Totally realistic an practical advice Jessica!

    And thanks for pointing out, the all too real
    possibility, of shopping cart abandonment!

    Because unfortunately, those numbers, are outrageously high!

    however, simply by consistently implementing, your sound advice, will definitely
    help improve the situation!
    Mark would love you to read ..Email Marketing: Makes Even More Sense When The Recession Hits!Part TwoMy Profile

    Reply

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