Top 10 (or So) Points Of Converting Site Visitors!?, Im asking? Options

[saschaeh]

What are the top points to remember when you want to maximize conversion ratios for our website visitors. I.E.: Make them buy or use what ever the site is for. I run a website development company so this would be for websites in general.

Could also work backward but what are the do not's of monetizing your website?

Look froward to your points!?

This post has been edited by saschaeh: Aug 7 2007, 06:25 AM

[EGOL]

Use analytics to learn what people do when they land on your site, where they land on your site and where they come from. You can then present things in ways that takes advantage of what you "think" these people will respond to. Try that, see if it works, then try something else.

This is the "observe and experiment" loop.

This post has been edited by EGOL: Aug 7 2007, 07:07 AM

[saschaeh]

Ok are there any general themes that keep coming through? Im still a newbie in relative terms. I have analytics installed and have started using them and i can see the value it can add.

At the comfortable end of the "observe and experiment"cycle what are some consistent things that keep coming through?

[Black_Knight]

There will be no conversion without trust. Every step of their experience with the site, right from the listing on the SERPs must build up that level of trust.

Everything you do that pushes your business goals ahead of the visitor's immediate goals will decrease the element of trust. That covers everything right from intrusive ads to long-windedness.

Visitors are people with real lives going about them. They have an objective in mind, and conversion comes from helping them most easily acheive it.

Paths to objectives must be clear and readily apparent.

Different people think in different ways. One person's logic is illogical to another. Provide for this by offering a variety of paths to objectives and not trying to make all people understand one system.

Asking for too much information, or trust, too soon makes people suspicious. Don't ask for more data than you actually need to get the task done.

You have to give to get. Be open about who you are, and how you work. You must show trust in others to have it returned.

The majority of sales are not spontaneous. Many people will visit more than once before becoming a customer. What many people track as their highest ROI conversion traffic is actually the returning visitors, and discarding the low-conversion traffic is discarding their first visit that made the return possible.

[Ruud]

Use yourself as a research subject.

Why do you buy from Amazon.com? Easy? They have everything? Trustworthy?

Have you ever visited more than one site for the same item? Why did you decide to buy from the one and not from the other?

Which site gave you a good, solid buying experience? Why?

[Respree]

You sure love your Top 10 Lists, don't you?

I wish that achieving great conversion rates was a simple matter of following 10 guidelines. Unfortunately, it is not. There is no magic bullet that will suddenly make everyone want to buy from you, rather than the (likely) thousands of competitors who offer the same or similar products. The harsh reality about ecommerce is that conversion rates are about two percent -- that's right -- for every 100 people that visit your site, 98 of them will leave without purchasing anything.

So how to you make the best of the two percent that do decide to buy?

- Do the things you'd expect and treat them how you would want to be treated.
- Provide them with the best user experience that you can possibly offer to them.
- Operate your business with integrity. At a minimum, do what you will say you'll do and never break a promise to them with the goal of being able to deliver 'more' than what was promised.
- Make your site as friendly as possible.
- Have a search engine that delivers 'relevant' results. Nothing more frustrating than not being able to find what you're looking for.
- Have clear navigation so they won't be fumbling around trying to find products.
- Give your customers the information they need to make an informed buying decision.
- Focus your attention on good benefit laden copywriting; the kind of copy that creates desire (being careful NOT to overhype what your product has to offer).
- Create a Unique Selling Proposition by offering superior value to your customers.
- Make your checkout process simple and clear, avoiding page elements that distract them from the goal (to press the 'submit your order' button).
- As Ammon correctly points out, you must create credibility and earn their trust (ultra important).
- Visit 50 large and established ecommerce sites. Observe their behavior. What do they all have in common? Take careful notes and apply what you think makes sense. Then think of the things they haven't (thing that will enhance their shopping experience) and apply those too.
- Test theories by using A/B split testing and measure the effects of those changes.
- Ask for feedback and offer an incentive for them to reply (maybe a 10% discount off their purchase). Write them (or better yet, call them) a post-purchase and personal note (not a canned e-mail) and ask them if they were satisfied with their purchase and if there is anything you can do in the future to make their shopping experience a better one.

Lastly, execute your strategy. Without action, these are just words. If one strategy doesn't work, move on the next one, then the next until you finally have your OWN winning formula.

[saschaeh]

A/B split testing

Im sorry i didn't get you there? (Scrat lost his acorn)

[Respree]

Google is your friend.

[saschaeh]

me --> <-- you


thanks!