Turn visitors into customers

The sole purpose of a website is to sell. Thus no matter how much

traffic your website gets and how impressive its rankings are, it all

comes to a naught if your sales numbers are not as positive. In

fact, this is the most serious ailment that most e-commerce sites

suffer from ¨C the matter of conversions.

Conversions are about turning visitors into buyers. The process is

not simple and there are numerous factors affecting the outcome.

In fact, the e-commerce scenario is fast changing and you need to

be in tune with the latest developments to remain competitive.

An e-commerce website is not just an online catalog. There is more

to it than efficient shopping carts and secure payment gateways.

Buying decisions, whether online or offline, are regulated by extra-

rational factors. So the important question to ask is whether you¡¯re

set up evokes the desire and the trust in visitors required to

complete an online transaction.

If you wish to improve your site's conversion rate, here are a few

tips -

1. Distinguish your offerings

If you are the only one selling what you are, you have it easy. But

if you are not, then you have to create a distinct identity for your

business. Give the visitors a convincing reason to choose you over

your competitors. Your marketing campaigns have to emphasis this

aspect too.

2. Target your traffic

When it comes to traffic, huger numbers might be impressive but

not necessarily effective. While most of the sites hover around a

conversion rate of 3 ¨C 4%, a conversion rate of around 8% is not

very unusual. In fact, the best of e-commerce websites have a

figure as high as 18%. It's up to you to decide which figures are for

you.

But if you are looking for high conversion rates, then advertise

accordingly. Your advertisement should be very specific to your

offering. Broad keywords get you bigger traffic but result in lower

conversion rates too.

3. Get the content that converts

The copy on your website has to speak business, it has to tell the

visitor clearly and categorically what you are selling and how it's

different from other similar products in the market. Emphasis the

benefits of buying from you. The visitor is in a hurry and has

numerous other options. Show the carrots to him blatantly; let it

not be a puzzle for him.

If you are using landing pages, then make sure that they have

attractive product descriptions, pictures and very prominent 'call to

action' buttons. Compare your product with those of others; there

is nothing more convincing than fair comparisons.

4. Gain the prospect's faith

When you walk into a superstore, you already have a fair idea

about the store's reputation, customer service and availability of

goods. Successful e-commerce websites function on the same

principles. You read about them in forums, shopping comparison

websites; get impressed with their website's design and content,

hassle free navigation, easy loading etc. They will have a toll free

number to call on, probably live support, customer testimonials,

and real address on the Contact Us page. If you have any news

items or press releases have a separate section for them too.

5. Assure & Secure

Online business is not new for many. But most of your visitors

might have compunctions about online transaction. These are the

fears that your privacy policy should allay. Assure your visitors that

the personal information that they share is totally secure, tell them

emphatically that the privacy policy statement is important to you.

Another major concern in online transactions is security of

payments. Therefore, use a payment gateway that is widely

trusted and evokes faith. This is reason why Verisign is one of the

most well known signs in the online world.

E-commerce is an elaborate subject and this article does not cover

all aspects of it. However, these are the bedrocks without which

an e-business can't prosper.