Conversion Optimization: You’re doing it wrong

If you have a website, then you already know that the ultimate goal is to convert visitors into actual paying customers. But, how does one accomplish this feat? How do you take a casual visitor of your page to someone who is willing to open up their wallets and give some of it to you?

There are plenty of strategies, tools and tricks to do just what you desire. Along with the fantastic ideas that businesses have found to be successful, however, there are plenty of flops out there as well. These are the ideas and tricks that really haven’t done anything for the business or that, in some instances, actually work against the business.

What are you doing wrong when it comes to conversion optimization? Continue reading to find out.

Selling Too Much

Nothing will get a yawn faster than a page filled with sales copy. You don’t want to simply sell to your customers, even though this is the ultimate goal. If your customer has no reason to be on your page other than to buy something, they won’t stay. Your goal is to keep them entertained long enough to find something worthwhile to buy from you. So, keep your sales copy for your product pages, keep your visitors engaged and sell to them gently. Trust me, you will see a difference in your conversion optimization.

Not Selling Enough

Alright, I know I just told you to stop selling so much. But, you should sell to your visitors a little. Besides, if you aren’t selling to them, what are you really doing anyway? The idea is to have a healthy medium between selling and providing valuable content. While you don’t want to drive them away with your sales attempts, you also don’t want them to leave without knowing what you have to offer. The best way to do this is to create content that directly relates to your products.

Forgetting about your Customers

Customers are everything in any business, even if you can’t physically see them. Many businesses make the mistake of putting online customer service on the back burner when they are developing their conversion optimization strategies. This actually couldn’t be more important. Not only do you want to make one sale with a visitor, but you want to make money. Plus, their negative feedback can be detrimental to your business in the long run.

Not Optimizing your Shopping Cart

Just because someone buys something from you doesn’t mean there aren’t more things that they may want to buy from you. What better way to bring this to their attention than showing them other related products from inside their shopping cart. Sadly, many businesses fail to follow through with this strategy or may even show the products after the customer has completed their purchase. To get the most bang for your buck, give shoppers the option of adding products to their carts with a simple click of their mouse. You will be surprised to see just how easy it is to increase the amount of sales you see from one customer.

Sticking Band-Aids on a Serious Wound

You can make your website as pretty as you want, but this doesn’t necessarily mean you are going to attract new buyers. The important thing to remember is that you need content and a reason for your customers to make a purchase. If they don’t like what you have to offer, they aren’t going to make a purchase. No amount of website design is going to solve this problem. True, many businesses can benefit from a complete website re-design. But, don’t make the mistake of thinking this is the only thing you need to worry about.

Following the Crowd

Let’s think about something for a moment. If your website looks exactly like all your competitors and you have the same exact content to offer, what reason does your customer have to choose you? The answer to this question is very little. In order to stand out in the crowd, you need to be different. From your products to the content you place on your website, make sure you aren’t following techniques that everyone else is using.

Failing to Experiment

Testing is important when you are looking at increasing your conversion rates. Make sure you are taking the time to do so. There are plenty of tools available to help you test these experiments so that you always know if they are working or not. The trick to this is following through with the testing process, testing in the right order and knowing when the testing is complete. Timing is important when it comes to testing and you should keep this factor in mind before you get started.

Having a bad Call-to-Action

A call-to-action is that important piece of a website that gets your visitors to do something. For some, that could mean joining an email list, for others that could mean something else entirely. The important thing to do when you are setting this up is to be specific. Your customers want to know what will happen after they click on the call-to-action. Research shows that those who do not give this information will not see as much success with it. Also, keep it short and sweet. Visitors don’t want to read through a novel in order to learn more about your call-to-action.

Conversion optimization is an enormous part of today’s online world. What works for some will not necessarily work for others. This is important to remember. This concept also means that your strategies need to be customized around your business, which is why partnering with someone experienced in this industry is very helpful.

Darren Faber

About Darren Faber

Darren is one of the first employees Foxtail ever had. Aside from that he enjoys starring in low-budget rom-coms (true story, look it up).

Foxtail Marketing is a digital marketing firm that provides content marketing, digital marketing, and lead generation services for small and mid-market companies.


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