This way you get more conversion from your website traffic

Bijgewerkt: 7 August 2023

Getting a lot of visitors to your website is one thing, but how do you convert visitors into paying customers? If you are active in e-commerce, the conversion rate should be between 1.5% and 2%. Top companies can achieve up to 10%. Industries such as technology, finance, marketing, and healthcare show conversion rates of 2% to 5%.

Is your conversion rate a lot lower, despite the fact that you get enough visitors to your website? Then it really is time to get more conversion from your website traffic.

Attract more traffic to your website

Let’s say you have a 1% conversion rate. This means that one in a hundred visitors becomes a customer/client. It is not a high conversion rate, but even with this low percentage you can increase your sales.

You do this by attracting more traffic to your website. If you receive 500 unique visitors per day and 1% buy a product with an average purchase value of € 25, you have a daily turnover of € 125. By attracting more traffic to your website, for example from 500 to 1000 unique visitors, you increase the daily turnover to € 250.

Attracting more traffic is therefore the easiest way to increase your sales. But it would be better to do something with your conversion rate.

This is where visitors drop off

More than 80% of visitors view the product page without purchasing anything. That’s a high percentage. So there are opportunities here, but where exactly do visitors drop out? The problem is between the product page and the buy button. Visitors read the page, they rate the product and finally decide not to buy. This is the point where you can improve your website.

Of the 20% who press the buy button (put something in the shopping cart), 40% to 50% eventually drop out. But even if there is something in the shopping cart, there are dropouts (about 42%). What remains is less than 5% making a purchase.

NO you cannot increase your conversion rate from 4% to 90%. This just doesn’t exist. There will always be doubters, or people who just come to take a look out of curiosity. But raising the conversion rate to normal standards is of course possible.

Proven tactics to increase conversion rate and improve your sales

When a small webshop has a conversion rate of 1%, with a daily turnover of € 125, it can improve this considerably. When he increases the conversion rate to 3%, this means a daily turnover of € 375. That is € 7500 extra turnover per month. For a small webshop this means a lot.

Of course, this also applies to the provision of services. With a higher conversion rate, the turnover can be doubled or perhaps tenfold. Below you will find some methods to increase your conversion rate.

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Understand what your customers need

Your target audience consists of people with similar characteristics. For example, they have the same location, share interests or fall into an equivalent income category. Your target audience consists of potential customers. They may be interested in the services or products you offer.

You do need to know what the exact needs of your potential customers are. Focus on their pain points and play on emotions. Also, understand what’s stopping them from making a purchase.

Take a good look at where the frustrations lie when they are present on your website. On average, 80% drop out on the product page. You can reduce this percentage by improving your product photos and creating better product texts. Emphasize the positive features and possibly tell more about the use of the product.

Also think about the use of demo videos, so that visitors understand what a product or service can do for them.

A good user experience

People love websites that are easy to navigate. They should be able to find everything they are looking for. Make sure your website is user-friendly. Use good navigation, make sure your website is mobile-friendly and has a short loading time.

By taking these kinds of actions you encourage visitors to explore your website. The more pages they visit, the more likely they are to make a purchase.

Do you want to help visitors even more? Add a search box to your website. And if visitors still have a question, live chat support is also very practical.

Optimize your prices and offer different payment options

Not every entrepreneur thinks it is ethical to compete on price. But you should. Research the market and see what prices or rates your competitors charge. Try to find out how your target audience reacts to different prices.

You could temporarily lower your prices to convert more visitors into customers. You can also offer discounts or work with a loyalty program.

Also look at the different payment options. Make it as easy as possible for the customer and ensure that he has different choices.

Calculate conversion optimization (CRO)

What percentage of visitors make a purchase, fill in a form or sign up for the newsletter? If this used to be 1%, it should now be at least 2%. By calculating your conversion optimization (CRO), you know whether your marketing efforts are successful.

Track various statistics such as click-through rate, bounce rate, and conversion rate. If necessary, use tools such as Hotjar or Microsoft Clarity. These tools give you insight into how far visitors scroll on a page and which elements they see. But also what visitors click on (or not).

Analyzing user behavior with Hotjar. The red stripe represents the mouse pointer and click behavior.

Reanalyze this data every month. That’s the only way you know if you’re doing the right thing. Don’t notice any improvement? Start from scratch and see what you need to do differently.

Use your budget wisely

Marketing costs a lot of money, but it also yields a lot. In the most ideal situation, you achieve an ROI of between 5 and 7 percent per year. For example, if you spend € 1000 on marketing, this should certainly yield € 5000 in a year.

New entrepreneurs often expect their ROI (return on investment) to be between 15% and 20%. This is a much too high estimate. By using your marketing budget smartly, you don’t waste money. Therefore, look at the right channels and techniques before investing money.

Content marketing has the highest ROI, followed by online advertising. Do you want to get more conversion from your website traffic, without losing a lot of money? Then focus on content marketing. Contact me and I will tell you more about this.

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