5 Conversion Rate Tactics That Are Low Cost, High Reward
Ultimately, the goal of any business is to convert consumers into customers—and keep those customers coming back. But, the term “conversion rate” in marketing merely reviews the percent of people who perform a desired action, so depending on your business goals, conversions can be defined a number of ways. Perhaps you’re trying to convert people to sign up for your newsletter, thus guiding them further along on the buyer journey. Regardless of goals, there are a number of easy ways to increase conversion rates without having to spend much money.
1. Enhance UX
User experience (UX) is a major focus for today’s marketers because consumers have quick access to thousands of competitors via the internet. If your company isn’t offering a great UX, it’s very likely that your potential customers will turn to another avenue to find the products they are looking for.
UX is somewhat self-explanatory—it’s all about how the user experiences your website, which means you want it to be visually appealing, contain quality content and copy, and feature easy navigation. Consider your target market and find a look and voice that matches your audience. Other factors that play into UX include short checkout processes, quick site speed, and product recommendations.
2. Display Customer Reviews
Though some companies may be hesitant to let shoppers freely speak their mind in the form of customer reviews, it can be very beneficial to conversion rates. Online shoppers tend to seek out reviews as a way to get insight into your brand and learn more about products. Many eCommerce clothing companies allow for customer reviews with photos, which helps other potential buyers get a sense for the quality of the material and the overall fit.
Allowing consumers to have access to this kind of information can certainly persuade many people into purchasing from your business. Be sure to use actual customer reviews to lend credibility to your brand as many online consumers are savvy enough to spot fake reviews. According to a 2018 study by Boast, 68 percent of shoppers are more likely to make a purchase after reading positive reviews. In many cases, consumers trust online reviews nearly as much as word-of-mouth suggestions, making reviews a vital part to your conversion strategy.
3. Focus on Reliable Customer Support
If you want to create a long-lasting relationship with your customers, providing them with customer support is vital. For many consumers, an eCommerce brand with no form of customer support or contact information is a major red flag. It tells the buyer that you don’t want to deal with their issues or hear their concerns. Instead, you should make it as easy as possible to contact your company through a Contact Us form, website chatbot, customer service phone number and social media pages. With so many ways to contact your business, customers are more likely to trust your brand.
Simply having contact options isn’t enough, though. Your support team should be highly trained to handle common questions and provide friendly service. You can boost conversions rate easily by setting clear guidelines for your support team and providing helpful customer service to consumers.
You can also offer support through other channels on your website like a FAQs page and a page clearly outlining your return/exchange policies. The more transparent you are with your customer, the more they will trust you and want to continue supporting your business.
4. Offer Loyalty or Rewards Program
One of the greatest ways to boost conversion rates and maintain repeat customers, much more budget-friendly than constantly attracting new ones, is through speciality discounts and loyalty programs. Consumers like to feel special and recognized, so it’s important to provide that experience. If a customer has previously purchased from your business, you may consider sending a follow-up email with a discount code—20 percent off your next purchase. A reward like this encourages consumers to buy from you again and shows your appreciation of their business. An alternative reward would be an actual loyalty program, which tracks consumers’ buying history and rewards them accordingly. For example, maybe they receive a free gift after 7 purchases or $20 off after 10 purchases.
5. Take Advantage of Remarketing Ads
Remarketing campaigns are one of the tactics with the highest ROIs, making it a valuable strategy. If you’re already using PPC marketing (pay-per-click), you can easily implement a retargeting campaign. These types of ads are specifically targeted at users who have visited your site in the past, viewed products and perhaps even added items to their cart but never actually purchased. By launching a remarketing campaign, these users will receive ads promoting products from your site that they were previously interested in, reminding them to reconsider and return to complete their purchase. This tactic can be extremely successful at boosting conversions.
Another strategy to consider that requires less money upfront is to integrate cart abandonment emails into your email marketing. These emails are sent to people who began the checkout process but never finished. Sometimes just a reminder email can be the push a consumer needs to return for their deserted product.
Boosting your conversion rates is just a matter of adjusting your strategy. And, thankfully, you don’t need to drop big bucks to do that. Test out some of these tips and track your conversations to see which strategies work best for your business model.