If your business is focused on the offer of goods or services, then the chances are that your main business goal will be to accumulate revenue in order make a profit.
You can achieve this by offering quality and value that leaves customers eager to make repeat purchases. However, getting customers to the point where they make that purchase is a different matter entirely.
This is where your marketing skills will help you set yourself apart from your competitors.
Easing The Journey
It is true that driving high volumes of relevant traffic to your website can make a significant impact on your sales, so it’s always worth improving the traffic you receive by optimising your marketing channels.
However, once you have your customers’ attention, easing the journey they have to take to complete their purchase is essential – doing so can encourage repeat purchases and a higher amount of revenue.
With this in mind, let’s take a look at five effective tips to help optimise your customer user journey to increase the likelihood of a higher conversion rate and higher customer satisfaction.
1. Conduct trials with volunteers
Ask volunteers to access the e-commerce part of your website from the homepage; this will allow you to establish how easy or difficult this task is. If they find it difficult, try to assess what the issues are and how you could resolve them.
2. Signify importance
Make E-commerce Call-To-Actions (CTAs) stand out with large buttons, prominent placements and stand-out colours.
3. Use promotions
Offer discounts to see if overall profit increases. A/B test (Split test) different tagline text to promote discounts and see which variation results in the higher conversion rate. You can then analyse this test and establish whether the average order value or number of customers increased thanks to the new variation.
4. Evaluate dropout rate
Check the dropout rate on the page that sits directly before the page in which you finalise delivery details. A high dropout rate here often signifies either that there is a technical problem with checking out correctly that will need fixing, or simply that the page needs to be optimised and tested.
5. Less fields
Don’t make too many fields on the checkout page mandatory – otherwise traffic can drop off from your website. Offer a pre-automated payment system (e.g. PayPal) as an option before mandatory fields are displayed.
Establish What Works Best
Every website is different, and every audience is unique, which means there isn’t a one-size-fits-all formula that can be used. This is why conducting tests and user research is so important when you want to establish what works best for your website.
Coming up with a CRO strategy that works for your website and your business can feel a little overwhelming. That’s why we’ve created a free guide – Conversion Rate Optimisation (CRO) – An Incremental Path to Success.