Conversion Aversion

Is your website putting off potential purchasers? By our resident Mr Know-It-All,
Mark Carter

Is a 100% conversion rate achievable?  If so, then how?  And, most importantly of all, what the blazes is one?  Put simply, the conversion rate is the number of visitors to your website who actually go on to buy your product or service.

Consider these three types of visitors to your site:

There is the ‘Yes’ client (will buy from you no matter what), the ‘No’ client (will never buy from you no matter what) and the all precious ‘Maybe’ client (could go either way).  So, to answer the original question, you have as much chance of achieving a 100% conversion rate as I have of winning Miss World! (And I look great in stockings!)

So, the hot targets are the ‘Maybes’ and there are many things you can do to improve their profitable worth.  To make improvements you first need to know what puts a potential buyer off, and the king of clangers is poor accessibility.

The more difficult you make your website to use, the less people will buy from you.

Use big, bold and clear ‘buy here’ buttons (it doesn’t have to look tacky to be visible), make sure your contact details, address and phone number can be clearly found.  It is important to build trust, take a step back from your site and try to think like a potential customer, ask yourself some questions:

 

I find that one of the best ways to test a site design is to ask someone who has had no input what they think.  Someone who will give you an honest, impartial opinion.  Ask a few people and let them navigate through your site. Sometimes there will be a simple solution, be it an image which just doesn’t look right and needs resizing.

These are just a few of many things you can do to persuade purchasers to stay and not click away.