Any successful relationship is based primarily on trust between partners. So and the owner of a commercial site to sell their goods and services well, you need to earn the trust of potential customers. This is one of those non-obvious factors that can have a significant impact on the conversion. After people first go to the site, business has very little time to make a good impression on them and convince them that you are the one you can trust. There are several ways to make your site look more reliable in the eyes of customers, and thus increase the conversion rate and sales.
Further in the article, I will tell you more about it.
Trust Factors on the site or attention to detail
Attention to detail and elaboration of details - this site, which is trusted, differs from all others. You can name a number of key points, the implementation of which can demonstrate reliability, increase the credibility and trust in the site.
People buy from people. Tell us more about your business, publish photos from your office or production. Detailed page "About us" with photos of employees and teams allows you to demonstrate that your business is run by real people, to make the company more friendly.
Social Evidence: Feedback and reviews. Demonstrate feedback from existing people by showing their photos and profiles on social media - this is a significant plus in terms of trust in the business. In B2B, you can list the well-known brands you have worked with, publications about the company or on behalf of the company.
Practically universal variant for all niches is reviews and reviews of goods/services offered by a particular business.
Describe the return policy. If the price of the product is higher than the average and it has specifics, the same dimensional grid, explain what and how to do the buyer, if the product is not suitable for him. Also, give a guarantee of trouble-free exchange or return.
Demonstrate your experience and emphasize your credibility. But not just by writing something in the style of "we are the market leaders for 10 years," but by demonstrating activity and commitment to make a meaningful contribution to the development of their own niche.
This may include media publications, research, employee awards and certification, organization and participation in events, etc.
Answer frequent questions. A well-designed FAQs page can be useful in many ways: answer potential customers' questions, overcome objections, give more information about the business and demonstrate a professional approach.
Using the same language as the customer's language (without complex terms or slang) gives them confidence that you understand their needs and are on the same page with them.
Connect an SSL certificate. The green lock, which is displayed in the address bar of your browser, not only makes data transfer safer when interacting with the site but also increases user confidence in it. And vice versa - ignoring and refusing to switch to https can be perceived as a negligent attitude to the company's work.
Attention to detail. Spelling mistakes, unreadable fonts, poorly structured content, broken links, low-quality images and other similar things - these are the little things that can destroy the trust in your site.
If there are too many of these shortcomings, they can all have a negative impact on the potential client and their decision to take further action.
Pressing the maximum: how to get more sales with less attendance
Not all sites can achieve high traffic, sometimes the growth potential is limited in principle. For example, for an online store of women's clothing, which is focused on the whole country, and tens of thousands of visitors per day - not the limit. But for the online shop of roofing materials, the main CA which is located in the same city with a population of 80 thousand people, even a hundred visitors a day can become a ceiling.
In such cases, it is necessary to concentrate all efforts on getting the maximum return from each of the landing pages. Optimization of conversion should become the main priority.
Here are a few tips on how to increase the efficiency of landing pages:
- Specify specific prices for services, or at least an approximate range of prices;
- Add calls to action (buttons, banners, links) that would motivate the potential client to take the next step;
- Show examples of the work done (portfolios and cases);
- Make the process of ordering or filling out the application form as simple as possible;
- Do not overburden the potential client in terms of choice - it is better to have two or three options than thirteen;
- Offer something free of charge: advice, measurements, specialist assessment, etc;
- Make sure that the site works correctly on mobile devices, fonts are readable, and all technical elements - are workable;
- Optimize the download speed - ideally, this should not exceed three seconds.
Also, I recommend you to pay attention to such a tool as remarketing - and in contextual advertising Google Ads / Yandex Direct, and in social networks.
Business, for which the value of each visitor is high, it is important to fully use the potential of personalized advertising, "catching up" with users who left the site, without buying anything.
The main value of the conversion optimization work is that it allows you to achieve sales growth without a significant increase in the budget. Non-standard approach, detailed analytics and ability to evaluate things at different angles allow to get good results with minimal investment.
Here are a few more ideas to increase the conversion rate, which will help the owner of a commercial site to get more sales:
1.Connect a web browser. This is a free option in Yandex. Metric, which allows you to record the behavior of users on pages in video sessions.
You can see where people click, how they interact with various elements of the pages, and thus identify non-obvious problems or technical errors.
2. More personalization. On the basis of common landing pages you can create more narrowly directed, tailored to a specific segment of the audience. Dynamic content can also be experimented with. Yagla offers such a possibility on the Runet. The point is that different headings, button inscriptions, etc. are displayed for different segments of the CA.
3. Experiment with CTA elements. You can experiment with the inscriptions on the elements with the call to action, their appearance, number and location on the page. For example, place them according to the user activity based on the heat map.
4. Create additional value. In a highly competitive environment, this will increase the value of your offer in the eyes of the customer, remove the objection and increase the number of conversions. This can be a free consultation, emphasis on an individual approach, a well-thought-out loyalty program, etc.