Having a website in today’s world of tech-savvy shopper is like having a shopfront that is always open and easy to maintain. But it doesn’t stop there; once you’ve set yourself up with a good website, it’s also important to make sure it’s easy for web browsers to buy.
So what can you do to turn casual Google searches into profitable business? Here are a few tips on how to optimize your website for more sales.
How to Optimize Your Website for More Sales
1. Easy, on-site purchasing.
Making a purchase on your site should be as easy as searching for it. More and more people are becoming accustomed to buying right from websites – no more calling or walking in to book an appointment.
Here at LocBox we help our clients do just that. Our website plug-in allows them to run offers right from their website. Now their customers can buy right from their website – without having to pick up the phone.
2. A website (and purchasing process) that’s mobile friendly.
Did you know that 78% of mobile searches for local business information result in a purchase? Because customers who search on their mobile phones are already on the go, the chances of them actually following through on their search are much higher.
With so many users on the go, it’s important to make sure your online presence is well-received on smaller devices. This means your site automatically resizes to fit the smaller screen, text is bigger, and buttons are bigger and easier to use with our big clumsy fingers (instead of precise mouses).
It’s also important to make sure your purchasing processes are mobile optimized. This is where you will see the biggest gains in sales. If your checkout process is easy to use on a smartphone, your customers will be much happier and much more likely to buy.
3. An easy, intuitive checkout process.
There have been many times where I’ve said no to signing up for a credit card or loyalty card at a store not because I didn’t want it but because I simply wanted to make my purchase and get on with my day.
It’s a similar experience online. If your checkout process requires your customers to make a special login and password or it’s hard to use on a mobile device, you’ve already put yourself at a disadvantage. Whereas in store you have an employee to help facilitate the rest of the checkout process, online you don’t have the same resources at your disposal. If a customer is having a difficult time completing their purchase, they’re much more likely to simply leave.
4. Remind customers to complete the purchase.
One of our most important features is an event-triggered email that goes out to customers who have visited a businesses’ checkout process but didn’t buy. Often times they were distracted, didn’t have time right away, or were considering other options. But when we use these kinds of triggered emails, we’re able to convert 8% of abandoned shoppers back.
It’s not that they don’t want your services. It just they want an easier way to get it.
With the web, it’s all about reducing the cognitive load – the amount of mental effort it takes to complete a task. The less you ask of your online shoppers, the more likely they are to make it all the way through to “purchase completed.”