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For every business that is selling online, there is one metric that will make it onto every marketer’s dashboard; conversion rate. A lot of the marketing budget will be spent with the aim of raising awareness of a brand or product to a certain demographic or target market.
This promotional push is designed to get people to act so in the case of an e-commerce business, that would be to visit a website and buy products online.
It’s crucial that the customer journey is mapped out for every marketing campaign that goes live. With customers seeing so many adverts and calls to take action it can be easy to lose them along the way.
One of the most common places that people drop off is when they arrive at their online destination. This can be for a number of reasons which will be outlined later on, but why spend so much money and time getting people onto a website when they ultimately just leave?
Boosting Conversions on Your Website
The success of many marketing campaigns is ultimately measured by the number of sales that are made. These may be online, in store or over the phone. For an e-commerce website, success will be measured by the number of sales made online, and the cost associated with making those sales. It’s therefore integral to any campaign that your website is up to scratch.
One of the most important aspects that you need to consider that can impact your conversion rate is the branding of your website. Ensuring that the campaign creative is consistent and easily recognizable across all customer touchpoints will give the customer confidence that they have arrived at the right place. Giving the customer any uncertainty, especially as a new brand, is one way to lower your conversion rate as they will visit your site but won’t make a purchase.
Make Purchasing Simple and Clear
Having successfully directed customers onto your website with your marketing campaign you must make sure their route to purchase is simple and clear. Using a platform like digivante.com will allow you to identify any sticking points where pages may be slow to load or where customers aren’t sure how to move onto the next stage in the customer journey.
All of the decisions about your website should be made from a customer’s perspective so that you are confident that when a customer arrives, they will have a positive experience.
A final element that can have a big impact on conversion rate is site speed. Not only will having a quick website help you in the Google rankings, it will also help you to increase your conversion rate. Many customers now choose to do their online shopping on their mobile device or smartphone. However, not all of which are on a Wi-Fi connection.
That means that some of your customers may still be using a slower 3G connection. Your website design and size should take this into account. If customers can’t load your website, they won’t be purchasing any products.