1. Use a responsive theme
More people use their mobile devices to browse the internet and shop online. If you want to make sure that your WordPress site is accessible to these users, you need to use a responsive theme. This type of theme automatically adjusts the layout of your site to fit the screen size of the device being used, making it easy for mobile users to navigate and find what they’re looking for.
It’s also recommended to use a simple theme that represents your brand well. For example, if you are a game developer focusing on blockchain games, you can use a theme that best represents blockchain technology. Use colors that not only fit your company’s value but also give off a professional look on your site.
2. Include social proof.
Did you know that 89% of consumers check online reviews before making a purchase? The Canvas8 study commissioned by Trust pilot also found 49% of consumers consider positive reviews one of their top three purchase influences. Without a doubt, your reputation and online presence impact your conversion rate. That’s why you should include social proof on your site.
You can link to your Yelp or any other directory page where customers have left reviews.
Additionally, you should also add testimonials and reviews right on your site so visitors don’t have to go to a third-party site.
It should be apparent that your customers have enjoyed using your product or service. If it isn’t, your conversion rate will suffer
3. Set up a sales funnel
Sometimes what kills your conversions is that you’re asking for the sale (signup, whatever) too fast. People might be “just browsing,” not be psychologically ready or not in a hurry to buy right now.
The more expensive and/or complicated the product, the more time people need before they’re ready to commit.
As I mentioned earlier, for software products sometimes offering a demo or a free trial instead of asking for a signup or purchase can bring significant improvement in conversions. But in many cases you need to just slow down and build a sales funnel to build trust, develop relationship and prove your expertise.
4. Address objections
Whenever people read your offer, there will be friction. They’ll have some conscious and sub-conscious objections to what you’re saying and hesitations about taking the offer.
During in-person sales, we can uncover those hesitations with questions and address the concerns, but online it’s more difficult. The solution is to prevent those objects by addressing all the possible issues in your sales copy right away.
Step one – create a list of all the possible hesitations and objections your potential customers might have. Step two, add info to your sales copy to eliminate or alleviate those concerns. The list can contains things like:
- You don’t understand my problem (explain the problems your product solves)
- Why should I believe you? (show off your credentials, experience, awards etc)
- What if it doesn’t work on me? (have testimonials of all kinds of users that have benefited from your product)
- It’s not worth the money, there are cheaper alternatives out there (explain your price, compare with the competition, prove the value your product offers)
…and so on. It’s important to come up with as long list as you can. Seek external input, do user testing and ask your customers to figure out what all they might be concerned about.
Bonus tip: use on-site surveys to pinpoint visitor frustrations. This way you can get real feedback from actual visitors in real-time, while they are experiencing your website.
5. Make it easy to buy from you
Make doing business with you as easy as possible. Your users should not have to figure out how to buy from you or where to click. It has to be intuitive and self-evident. As few clicks as possible.
Could your grandma figure out how to buy from your site within a minute or two?
- Tell your users what they should do next. In every page, always guide the user towards the action you want them to take. Make the primary next step look more important than other links.
- Do not give users too many options. The Paradox of Choice (a great book, by the way) states that the more choice you will give your users, the easier it is to choose nothing. Choice paralyzes. If you have a lot of products, build better filters, so your prospects could identify the right one for them without spending too much time.
- Ask to fill as few fields as possible. The more fields you have in your order or sign up form, the less people will fill it out. Add the option to sign up via their Facebook or Google account. Don’t ask for anything that you don’t absolutely need to know in order to fulfill the order.
- Do not force users to sign up in order to buy. Do you know the story of the 300 million dollar button? I suggest you read it. The main point: do NOT force people to sign up as a user in order to buy from you. Let them check out as a guest. It will make a world of difference.
- Offer free shipping. Free shipping was the most popular motivation for 82% of UK and 80% of US consumers in a study conducted by e Consultancy, and gives e tailers that offer this option a clear advantage over competitors.
6. Clear and easy to find contact information.
Hiding away your phone number, contact page and/or buy now button is a good way to frustrate your users. Instead, try and place these key information pieces in an area that they can be instantly accessed from, such as your website header.
7. Consider bringing your opt-ins above the fold
Part of creating a well-designed and beautiful user experience that drives conversions is making it super easy for your users to opt-in to whatever it is you’re selling.
Having your opt-in forms buried deep within your website’s navigation structure with no clear pathway to get there will kill your website conversion rate. Placing your opt-in forms at the very bottom of a long page can also lessen your website conversion rate.
Both scenarios may cause your audience to leave your web page, or get distracted by something else before they can actually get to the point of conversion.