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Thanks to Work Interactive for all their hard work and support in designing and launching YMCA Scotland's new website. We will continue to work closely with them with our email marketing.
Work Interactive have been thoroughly professional throughout, and our client is delighted with the results so far, with significant increase in traffic since launch.
The optimisation has allowed me to significantly reduce my PPC campaign, without seeing a reduction in web based bookings.I would not hesitate to recommend your company, and will certainly utilise you again in the future for design and optimisation.
Increase The Sales Of Your Web Site (Part 1)
One of the easiest ways you can increase the number of sales in your web siteis by optimising the sales process. That is, to remove any distractions that could inhibit your potential customers from going through with the purchase.
Industry giants who have invested millions of dollars into optimising their sales process such as Amazon.com use this technique. As you enter the ordering process, delay navigational menu's are removed, which could encourage visitors to continue browsing instead of going through with the purchase.
You also want to remove as many unnecessary form fields as possible! Do you really need to know their fax number, middle name or date of birth? Capture the bare minimum amount of details necessary and your users will be less likely to abandon their shopping cart through frustration. Don't ask for a username, use their email address automatically. Do not ask them to create a password, generate a random password for them after they purchase.
Does your shopping cart show two forms asking for a billing address and delivery address? Remove the delivery address form, and only show it if a user clicks a tick box stating "I want to ship to an address that is different to my billing address". Though your cart may have this tick box, showing both forms looks intimidating to your users, and they generally will be less likely to fill in your shopping cart as it looks as if it is going to take too much effort. Perhaps they will delay their purchase for another day, by then you have probably lost the sale. Play around with the design of the ordering pages. The colour scheme, size of your form fields and spacing can easily make your ordering pages look less intimidating.
Do you have a coupon field in your shopping cart process? Many potential buyers will leave your website looking for coupons. They may either leave the purchasing frame of mind, or decide not to purchase as they feel they are paying more than they should. If you do not utilise coupons, remove the coupon form. If you are promoting your store with coupons, try to add a dynamic link to your address bar that will only display the coupon field if the user has entered your site using a coupon link.
Buyers are becoming less patient. Reduce the number of clicks it requires to make a purchase. Ideally there should be no more than 3 clicks to make a purchase. You should also include a progress in the top bar, to show users that they are not far away from completing their order! Offer ways to purchase other than entering in their credit card. Services such as Google Checkout have already optimised the purchasing process and make it extremely easy to buy online.
We have only scratched the surface of ways you can increase the percentage of users who make a purchase through your web store. Some may work for you, others may not, things tend to vary from store to store, the best way to find out is to test!
Want to increase the percentage of your visitors who sign up or make a purchase? Contact us now!
Posted : 23 Jun 2009 by Ryan Blundell : Back to Tips And Advice on June 2009
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