How to Create a Conversion-Focused Site

By Anita Campbell

The Internet revolutionized shopping for millions of people, and continues to do so with each passing year and every innovation that makes it even easier. The problem? People. As an online retailer with an e-commerce site, you still have to contend with the myriad variables that every human throws into the mix. A site that entices some may repel others, and you may never know why. Still, you can take positive steps toward increasing and maintaining conversions. Here’s how.

Use Calls to Action

That’s fancy marketing speak for “instructions.” But there really is a little more to it. Calls to action are specific to marketing and sales because their purpose is really to evoke emotion that causes the action you want the customer to take. For example, rather than simply placing a button on your site with the word “buy” on it, you might make it say “Buy now!” with a little bit of intro text about how the product is available only for a limited time. This makes the customer feel a sense of urgency, as though they must click the button to buy now, or they’ll miss out on the deal.

It may seem counterintuitive to a degree—if someone came to your site, it was to buy something, so why should you need to tell them to do so? Well, not everyone comes to your site with the same purpose on mind. Some are just window shopping, some are comparison shopping, and others just ran across your site and are looking around to see what’s there. Adding calls to action increases the likelihood of those who aren’t already in “buy mode” getting there, and actually making a purchase.

Make Your Site Easy to Navigate

Part of creating a conversion-focused site relates to general usability, not just content. You want those customers who do come to the site with specific purposes in mind to be able to find what they want quickly and easily. Keep your navigation in the same place on every page, make things that are clickable obviously so, and consider using breadcrumbs to help visitors keep track of where they are as they browse your site.
The more clicks and the more time it takes someone to locate the product they want, the greater the chance they’ll just give up and go somewhere else. Frustration level is directly proportional to difficulty of navigation. The more difficult it is to find things, the more frustrated the user becomes, and the more likely it is you’ll lose a sale. Keep things simple, and you’ll be rewarded with a higher conversion rate. Need some feedback on how to do that? Poll site visitors, or seek advice from other site owners on a business networking site, and you’ll come away with a lot of great ideas.

Combat Shopping Cart Abandonment

You’ll never be able to do away with every instance of shopping cart abandonment. Some people are just browsing, maybe compiling a wishful shopping list that they can’t really afford. Others are simply interrupted during the shopping process—most online shopping takes place during work hours—and never return to complete it.

One way to combat this is to reiterate any offers you’ve made, or any product guarantees on the order form page. If it was a special offer that initially brought a potential customer to your site, that bit of important information may be forgotten after 20 minutes of browsing. Be sure your customers are made aware of the benefits they’re receiving right up until the moment they complete the purchase.

Just remember that increasing conversions is never a one-time, long-term prospect. Sometimes things work for a while, and then need to be changed. Sometimes things don’t work at all and you have to try something else. Consistent testing and documentation of results is ultimately how you’ll be able to get a good return on your investment.

Anita Campbell is the Founder of the Small Business Trends website and CEO of BizSugar, an online community of small business owners.