Conversion optimization

Conversion optimization

10 April 2014  |  E-commerce

Due to the significant increase in the number of webshops, it is a challenge for more and more entrepreneurs to get potential customers to their website/webshop. These tips can help visitors take action more quickly. This can ultimately lead to more customers, leads and requests. 

Conversion goals
It is important to measure conversion and therefore concrete KPI's (Key Performance Indicators) must be drawn up first. Setting KPI's provides guidance to determine whether goals are really achieved. They must be closely related to the organisation's objectives and be measurable in the short and long term.

Examples of KPIs
- Increase in newsletter subscriptions by at least 30%.
- Increase of visitor duration from 2 to 3 minutes

After setting the targets in Google Analytics, you can check whether the targets have been met after a while and you can see where you need to make adjustments.

Addressing the target group
In order to create a good impression, it is important to appeal to the visitors of your website/webshop. Mention for example some dilemma/subjects that visitors are working on, instead of Welcome to our website.

Optimize content 
The optimization of product descriptions ensures that there is more traffic, including more targeted visitors. Research by Forrester shows that almost half of the customers drop out early in the ordering process, if there is no good content that matches their search query. Customer reviews are also doing well in the orientation process. In this way, potential buyers can ultimately be persuaded.

Visitors should be able to see at a glance why they need to be on the website/webshop. Process the Unique Selling Points on the landing page. This should not be a long list (maximum 5 USP's), because you have to be credible. By displaying the USPs, visitors understand what the website/webshop stands for and why they should choose this website/webshop.