Click2Customer

Web Site Conversion Rate – Making and Keeping Loyal Customers

Posted on 29. Sep, 2009 by Lyz in blog, web site conversion

Web site conversion rate is a measurement of the amount of visitors to your site that continue on to purchase a product from you. Many web site owners are unaware that simply focusing on getting more visitors is not the key to an online business’s success. Perhaps you are having a problem with your web site’s conversion rate and are beginning to understand that clicks are not enough if they do not end in a sale. You may be asking yourself then, if focusing on generating traffic is not enough, what more can be done?

The key to a high web site conversion rate is to make the user of your web site happy rather than frustrated when they visit your page. Being accessible and easy to navigate are the keys to solving this simple problem that keeps many website owners perplexed. A well designed web site will work to allow every single visitor the ease of purchasing from it. The simple fact is that the more difficult your site is to use, the fewer number of people will be inclined to buy from you. It sounds easy, but since this is an extremely subjective topic, some owners of websites may think their interface is easy to use because they have worked with it for so long.

A good thing to do, then, is to find a third party who is willing to look over your website and tell you what seems to be working and what is actually preventing you from making as many sales. Much of what makes the difference is a subliminal feeling within the client that they’re less comfortable buying from a site where simply arriving at the check-out page is a difficult task. It may not even be that difficult per se, but simply scrolling down to locate the ‘add to cart’ button can too much for some people. Make it as absolutely simple as you can to increase your web site conversion rate!

Another part of improving your web site conversion rate is being open and honest. If a product is out of stock, say so. If shipping is more than the cost of the product, make sure the customer is aware. Pulling the wool over their eyes until the last moment is not the way to secure recurring customers. The user wants to trust whomever they purchase products from, so keep purchases secure to help their peace of mind, make a clear return policy and do not attempt to keep secrets from them.

Tags: conversion rates, web site conversion rate