Avoid these seven cardinal sins of conversion at all costs

Getting traffic to your website is only half the battle, it is what you do with it once it is there that counts. If you are finding that you have a very high bounce rate and people are simply not interacting and converting on your site then you may be committing one of conversion’s cardinal sins.

1. Lust

This burning desire often occurs when there is a product that you simply cannot live without. Realistically this is what your conversion needs to be highlighting. This is the cardinal sin you need to be appealing to and you should do your best to ensure that everything is in place to allow your customers to find and purchase as easily as possible.

Having your top selling items readily available on the home page, using brilliant pictures and highlighting wherever there is a sale can help to increase the lust in your customers. Make sure you constantly monitor which products are selling well and which are not and try to work out why. Is it seasonal? Are they hard to find? The more obvious the product is to a customer when they land on your homepage, the more likely they are to make a purchase.

2. Greed

Are you doing everything you can to ensure your customers want more? This can be done by including things like “commonly bought with this product” or special offers such as, “buy this, this and this for ‘x’ amount”. Suggesting similar products to ones they have searched for is a great way to increase the amount of sales your website makes.

However, you should not be greedy with what you class as a conversion. Pick one type of measurement and stick to it. What do you want to improve? Tackle your issues one at a time and you will see long-term improvements to your website’s conversion.

3. Gluttony

Are you relying on the same customers to continue coming back for more or are you actively trying to acquire new customers? Many stores typically receive 80% of their profits from only 20% of their customers. Therefore you need to be sure that you are doing enough to make your existing customers come back for more. Newsletters and remarketing are great ways to do this, but ensuring that the purchase process runs smoothly can be instrumental to its success.

Monitor your visitors and make sure that they receive special treatment if they are frequent customers. Try to keep the website consistent, so that they can easily navigate the site to locate what they want. If you notice that customers typically purchase the same items then it can be worth building a “regularly purchased” feature.

4. Sloth

People are lazy and a confusing or difficult website will turn them off almost immediately. Having a search bar, that works well, is one of the best ways to convert even the laziest of people. If they know what they want to buy then a simple search is much faster and more efficient than going through a ton of different category pages. This simple change can drastically increase the number of conversions you see on a regular basis.

Take this one step further and have a live chat option available on your website. You would be surprised by how little people are willing to root around a site to find what they want. Live chat lets you be a virtual shop assistant, providing customers with the right products and making the whole process ridiculously simple.

5. Wrath

Do not make your customers angry – there are several ways that this happens with e-commerce sites, including:

  • Adding on hidden costs
  • Have an awkward or tricky basket 
  • Not having a secure checkout
  • Not having a mobile friendly website
  • Using pop ups constantly

Make sure that your website is friendly and compatible across all devices and you will find that far more people will be purchasing from you. Add things like VAT to the price shown on the product and make sure that purchasing on mobile devices and tablets is just as easy as on a desktop or you will have some very angry customers.

6. Envy

People always want what they can’t afford, but you want the people landing on your website to be the right target audience. If you’re having a lot of people looking at your site and very few buying then it could be because you have not hit the right audience or simply that your products are too expensive.

You need people to do more than simply desire your products. You want them to buy. Split testing can help you to find out whether the layout of the page or the price is at fault, letting you make the corrections you need to secure conversions.

7. Pride

This is something that many website owners are guilty of. Thinking that their website is perfect has the potential to be your undoing. You need to put your pride aside and make changes to the layout, format and design of your site in order to maximise conversions. Every site has problems somewhere and it is only when you acknowledge that they exist and are willing to do something about it that these issues can be alleviated.

Do not be afraid to ask for help from the professionals, having experience and the know-how on your side can have a huge impact on how well your website performs. Nobody can do it all by themselves and the investment in improving design and layout will undoubtedly pay off with expert advice behind it.

By Graphic Alliance.

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