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Increase Online Conversion Rates

by Joel Mangilit
Internet Marketing Consultant

General Ideas for Increasing Your Website's Conversion Rate

  • Help customers make a buying decision.
  • Prospect > Rapport > Qualify > Present > CLOSE
  • We'd offered a newsletter subscription, but after adding the white paper, conversion went up 7-fold.
  • Reports are that six times as many visitors will buy if questions are answered.
  • Larger product photos and customer testimonials helped conversion rates considerably.
  • Order form headline "Order Right Here, Right Now. It's Secure" won out over the less pushy, "Enter the shipping address for this order."
  • Page layouts without vertical columns performed better.
  • Clarify USP.
  • Reduce the number of clicks.

Case Study:  How PersonalCreations.com Increased Their Online Store Conversion Rates

  • Our business it's a breadth issue, not a depth issue.
  • Home page needed to change -- from pitching a few spotlight items to pitching the idea of buying from this particular site versus all the other gift sites out there.
  • More thumbnails per page from 9 to 12, slightly bigger with a bit more descriptive copy, including price.
  • Moving bestsellers to the first page.
  • Adding more categories.
  • Navigation bar very clean and text-based.
  • Asking for the shipping address first produced more conversions than billing address first.

Case Study: How The Sleep Better Store Improved Their Online Conversion Rates

  • Beautiful images and a heavily detailed navigation bar have been replaced by non-descript text-links.
  • Search-driven clicks converted 500% better than before.
  • Consumers tend to research heavily online prior to buying high priced items.
    Palo Alto.
  • Online sales funneled in from two very different sources; Bplans.com content site and search engines.
  • More focused articles won hands down.
  • Turned popular Q&A content into formal articles.
  • Have a live hotlink to the ecommerce site on each page of the sample (plans).
  • "Decision page" visitors were more likely to continue shopping if they were presented with fewer product options -- especially above the fold.
  • Content above the fold is focused on one pitch.
  • Not-so-great photos of the real-life customers won over slick photos.

  
Related Resources

This section features additional resources about increasing online conversion rates.

Philippines Web Tutorial - Articles and Tips on Internet Marketing, Search Engine Optimization, and Philippine Business
Philippine resource for information regarding Internet marketing, online advertising, web site design, and search engine optimization for Philippine businesses.