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The Success Secrets of High-Converting Websites

November 9, 2020

The main goal of eCommerce businesses is to convert traffic coming into their site into sales. Unfortunately, due to the number of ways you can design your eCommerce store, it’s quite easy to drive away potential customers with a site’s overwhelming and unappealing layout. 

Boosting conversions isn’t only about getting leads and traffic into your site. To succeed in eCommerce, you need to transform your site’s visitors into customers. Below are high-converting website tips that you can follow to build a site or landing page that can effectively boost your business’ conversion rates.  

These are the same techniques utilised by many of the most successful eCommerce sites. Through the topics discussed in this article, you’ll be able to create a high-converting website.  

Adopt a Straightforward Approach

Many eCommerce businesses make the mistake of filling their landing page or homepage as much information as they can about their products and services. Although doing so can help educate site visitors about your offers, it could also affect your website’s conversions. 

In order to create an effective landing page or homepage that converts, minimise the objects and images featured on your site to avoid distracting and overwhelming visitors.

Instead, adopt a straightforward approach by incorporating a clear and attention-grabbing headline. 

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Ideally, the headline should convey your message about your main offer. Effective headlines are usually short and written in large letters. Most importantly, they tell site visitors the benefit they will receive once they purchase or accept your offer. 

Aside from having an effective headline, make sure to include a clear call-to-action (CTA) that specifically notifies visitors what you want them to do, such as to sign up, to subscribe, or to download. The type of CTA message you will use will depend on what you’re offering in your headline. 

Most high converting websites use a combination of a simple and organised landing page, a specific and eye-catching headline and a clear CTA to convert site visitors into customers.

Follow a CRO Design

In eCommerce, conversion rate optimisation (CRO) is a system used to create a high converting website design that can transform site visitors into customers. Generally, CRO focuses on testing all aspects of a website or landing page to ensure that they are optimised to convert traffic into sales. 

Although the practice of CRO could and should be applied to all of the features of your eCommerce site, it is widely used in streamlining the checkout process, which is the central component of any online store. 

For many online retailers, cart abandonment or a customer not following through with his or her purchase is a major problem. Oftentimes, this issue occurs due to unexpected additional charges brought on by shipping costs and taxes. Through CRO, you’ll be able to optimise the entire checkout process by being as transparent as possible regarding all aspects of the checkout process, such as the shipping costs, taxes, refund policies and return procedures.  

Giving customers an idea on how much they will be charged before completing a purchase can lessen abandoned carts and increase your store’s overall conversion rate.

Take Advantage of Herd Mentality

In social psychology, the concept of herd mentality states that the actions of people can be influenced by the behaviour of their peers or large groups. In certain cases, herd mentality can cause people to act differently when part of a group than when they are on their own. 

The same concept can be applied to eCommerce in order to drive conversion rates through your website. This technique can be done by featuring the reviews and testimonials of customers who have already purchased or accepted your offer. Aside from reviews, you can also include the number of clients or customers that have acquired your services or products. 

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You can feature customer reviews and other stats on your landing page in an organised manner through various means. One of these includes running a banner at the top or bottom of the page that features your customers’ most compelling testimonials every few seconds. 

Showcasing these factors shows site visitors that other people have already taken action after viewing your site. This could influence their decision-making process and convert them into customers. Also, showing customer testimonials can build trust and validation for your brand while providing you with a high converting web design. 

In eCommerce, your landing page serves as the face of your brand. As the first thing that your potential customers will see, you need to make sure that your page has a welcoming look that can entice them into accepting your offer and completing a desired action. By following the tips discussed above, you’ll be able to create a conversion-focused design for your website or landing page.

Images sourced from Google (Creative Commons license)

References:

  • https://neilpatel.com/blog/what-converting-websites-do/
  • https://www.mastercardbiz.com/2016/08/05/5-secrets-of-high-converting-websites-backed-by-science/
  • https://mention.com/en/blog/drive-website-conversions/