So it’s frustrating to find that, according to Fireclick Index, the online global conversion rate is 4.2%.
Yep that’s right, 96% of that traffic that you worked so hard to get, just left without a second thought.
But don’t give up hope just yet! What you need to do is arm your website with the right tools so you can convert those visitors into customers.
Check out my top 4 mistakes that will drive away your traffic, and find out how to lower bounce rate of your website…
Mistake #1: Create a maze out of your navigation
According to Hubspot, 76% of consumers say that the most important factor of a website’s design is that it should be “easy for me to find what I want”.
People have come to your site because they’re interested in what you’ve got to offer. But if you don’t make it glaringly obvious how to find what they are looking for, they’ll up and leave.
It’s that simple.
How to get it right:
1. Start with your search bar
Every site needs a fully functional, comprehensive search bar. Check out Amazonas a great example. Type in just one word and you’ll be given products filtered by department and product alternatives.
2. Limit the clicks
Ever heard of the 3-click-rule? The idea is that it should take no longer than 3 clicks for a person to get from your homepage to the product they want to see. Go and take a look at West Coast Shaving for a great example of this.
3. Use a mega menu
A mega menu (such as Asos below) is great for navigation because it includes every category you have. Put yourself in the shoes of the customer and think about the right categories for the right products.
Mistake #2: Make your checkout process really long
Did you know that 70% of your visitors who click your buy button, will not complete the purchase?
With an average cart abandonment rate of 68.07%, it’s quite possibly one of the most frustrating things that business owners have to deal with.
That person is clearly interested in your product, otherwise they wouldn’t put it in the cart in the first place. So why does it happen?
How to get it right:
You need to streamline your entire checkout process.
1. Provide an easy checkout
The first step is to not ask too much from your customers. If you can provide them with guest checkout then do it.
If you really need to make them sign up for an account then don’t ask for too many details. An email address will do.
For example on Gap, you only need to enter your email address to continue with your order and they offer guest checkout.
2. Be upfront from the start
The next conversion mistake that so many make is waiting until the very end to tell your customers about additional costs.
In fact, this is the biggest bugbear amongst customers, with 50% of shoppers saying that they will leave a website if they are presented with unexpected costs such as shopping fees or tax.
If we look at Gap again, we can see that they are clear right off the bat. Before the customer fills out shipping info, Gap makes it evidently clear how much shipping will be, and that there will be tax added.
You can also learn about their return policy and credit card options each step of the way. Be up front with your customers and you’ll earn their buying trust.
Mistake #3: Hide your calls-to-action
Online Marketing Coach found that 70% of businesses don’t display clear calls-to-action for anything on their homepages.
That stat right there really is a recipe for conversion disaster. If you don’t ask for the sale then how do you expect to get it?
No matter what page of your website a visitor lands, there should be a call-to-action on it. And that call-to-action needs to be clear and compelling enough for the user to click it.
How to get it right:
If you want to create a killer call-to-action then make sure they include the following key components:
1. Make them easy to find and display them in a prominent position on the page
As you can see from this example from RingCentral, the page is clean, free of text, with a prominent call-to-action.
2. Make them visually striking so that they stand out on the page and immediately capture the viewers attention.
The call-to-action on Facebook is perfect since it’s the only thing that’s green. Sometimes a difference in color can make a HUGE difference.
3. Include quality, action based copy so the reader knows what they should do next and what they can expect if they click it.
The calls-to-action from Yotpo not only stand out with bright colors, but the copy is action based. Their audience will be looking for a review tool to implement on their site to help drive conversions, making their copy – “generate more reviews” – all the more tempting to click.
Mistake #4: Forget about building customer trust
When it comes to visiting websites that we aren’t familiar with, we tend to tread with extreme caution.
That’s ok though. If you’re expecting customers to part with their money, then you need to make sure you are doing everything you can to gain their trust.
Building confidence and trust is key to driving conversions.
But the bad news is that people will take just 0.05 seconds to form an opinion on your website. So you’ve gotta act fast!
How to get it right:
1. Install live chat on your site.
Live chat is a tool that will let you instantly connect with your visitors. If they have questions they can ask you in the most convenient way possible.
And considering 83% of traffic will leave because they didn’t get the help they needed with a purchase, this can seriously improve your conversions!
Take a look at this video we created, for more ways that a real time chat tool can supercharge your site.
2. Display Trust Seals
According to a survey from the Baymard Institute there are several site seals that gave customers the best sense of trust and increased conversions. According to the study, Norton and McAfee seals led the way, followed closely by the Better Business Bureau and SSL secure seals.
These seals tell the customer that you are doing everything you can to shield their personal information from being seen, and can be the difference in a customer buying from you vs. your competitor.
A BBB accredited seal gives customers confidence that you will follow through with the sale, as well as the service after the sale.
3. Feature product reviews
Product reviews are a great way to convince people to buy what you’re selling. Think about the last time you bought a product because you read a great review? It’s the perfect way to build up trust.
Check out Schuh for example. They display SSL & trust seals, they feature product reviews and they have live chat – checking all the boxes!
Back To You
So there you have it, 4 ways that can have a disastrous effect on your conversion rates!
Make sure you start implementing all of the tips mentioned above so you can stop driving away that much needed traffic.