Across the internet, you find some product pages that are kind of long form pages which means you have to scroll; they have, in my opinion, too much information. And then you have shorter product pages that are straight to the point. So those are the two main types of product pages: the short and the long form. And then there’s a third type of product page for e-commerce that require visits to a brick and mortar location to view the product and complete a purchase.

The goal of that product page is not necessarily to get people to buy all the time; it’s to give people enough information so they can then call the store and ask questions and book to view the products in some cases. So three types of product pages: long product pages, short ones, and ones that nudge people to go to the offline store to complete the purchase.

The Main Challenges of Ecommerce Product Pages

Product pages are a translation of the experience that people have when they go into a physical store. So it’s very difficult to understand what information people want, why they want the information, what type of information will make them buy. So the main challenge of a product page is to translate physical offline experience online. If your product page is able to provide offline experiences through videos, images and augmented reality, then you’ve had good success. And for your product page to be able to do that, you need to look at different elements

Importance of lifestyle images and videos on product pages

Yes, videos increase conversion. Research has shown that videos increase conversion, but you don’t want to have a long-form video on your product page. I’ve worked with brands in the past where the videos don’t have voiceovers, they’re not interactive enough. So what I recommend and what most best-in-class e-commerce brands offer is a voiceover type that communicates the product and shows the value, the benefits, and every information that the customer is looking for. Mind you, the video needs to be short and straight to the point.

Top tips to improve product page conversion

When you’re looking at product page conversions, I recommend reviewing from a funnel perspective, how the traffic comes to those pages. You want to make sure that your page title is optimised for search, it’s optimised with the right keywords. You don’t want to make people start searching for the meaning of your product features, that’s number one. And then above the fold, you need to make sure that you present the product description as easily and clearly as possible.

Does Apple Pay or PayPal influence product page conversion?

Shopify offers and some e-commerce platform content management system platforms offer that opportunity where you can just pay with PayPal and it just gets your details and then lets you check out. But some industries would require your registration before you can go through to the checkout page. So it depends on the e-commerce platforms that you’re working on or the flow of your store.

Feel free to contact me if you need support with increasing website conversion.

What is the purpose of a homepage and why do the opinions of the most senior people in organisations always determine the homepage design?

The purpose of the homepage is multifaceted. It serves as the entry point to your brand, your e-commerce store, investors, and even offline store visitors. The homepage isn’t solely for the internet; it has various implications. Through my experience redesigning homepages, I’ve observed that it’s highly political because key experts like UX/UI designers and content creators are sometimes left out of the conversation. The homepage requires a collaborative decision-making process involving every skill pertinent to the organisation, ensuring it serves the brand, conversion, and retention effectively.

Types of Ecommerce Homepages Design

E-commerce homepages vary based on factors like the size of the store and whether it has an offline location. Larger brands with both online and offline presence, like Harolds, necessitate a different homepage design compared to smaller e-commerce stores. Each homepage is tailored to accommodate the volume of products and the organisation’s unique characteristics.

How To Optimise Important Elements Your Homepage Design?

The homepage logo, for instance, is crucial. It should not only represent your brand but also communicate your value proposition effectively. Additionally, the placement of the logo matters; it should be prominent, preferably on the top left, ensuring easy visibility and brand recall. The navigation bar should facilitate smooth browsing, especially for larger e-commerce stores. Elements like the hero title, subtitle, call-to-action, and media content (images or videos) should work cohesively, focusing on  promoting the value proposition of your brand and product offering.

How Does Brand Colour Influence Homepage Design?

Brand colours should be chosen wisely, considering not just aesthetics but also an accessibility standpoint. They should enhance user experience and guide users through the homepage journey. It’s crucial to maintain consistency and ensure that colours complement each other, especially for call-to-action buttons and navigation bars.

What should be included in the content below the fold to keep visitors engaged?

Below the fold, popular items, trending products, or limited edition offerings can captivate visitors’ attention. Providing curated content helps users navigate through the plethora of options and encourages them to explore further. By offering relevant and engaging content, we can keep visitors interested and guide them towards conversion.

Ecommerce homepage design process

Designing a homepage should be the culmination of a comprehensive website optimisation process. Instead of starting with the homepage, it’s advisable to begin with navigation, category pages, and other essential elements. By understanding user expectations and optimising each aspect of the website, we can create a cohesive homepage that effectively serves the brand and enhances conversion rates.

If you’re looking to enhance your homepage design to improve conversion rates, feel free to contact me. 

UX audit on a website is important because it identifies usability issues on your website. Most people and most e-commerce stores and websites don’t understand the impact of usability issues. Usability issues, if not corrected, impact cart abandonment and your overall website customer experience. For example, let’s say you want someone to come to your website and register for your email marketing or something like that. If you’re not doing usability testing to identify all the funnel flows and look at how existing customers are performing or behaving on your website, you’re losing a lot of traffic and potential conversion.

Some people argue that you can use conversion rate optimisation (CRO) to identify those problems.

You need to understand that CRO, in the context of AB testing, is a subset of user experience. So, you just can’t get as much success with CRO AB testing as you would get conducting usability testing, or conducting a UX audit. So, UX audits are extremely important and it’s something that a lot of e-commerce brands fail to do. You have situations where you have a UX team and an A/B testing team (C team) in an organisation that don’t talk to each other. And you have instances where the UX team and the C team are combined together, they’re one single team so you have people that have the UX skills and CRO skills. I’m talking about real-life experience here. So, usability audits or UX audits should be more important in my opinion than AB testing. That’s just my personal opinion.

Conducting a Website UX Audit

How do you conduct a website UX audit?

Based on website redesign projects that I’ve worked on in the past, there’s no one standard way of doing a UX audit. It’s not like there’s a sequence you have to follow, but there are certain important elements that you need to look at depending on who is conducting the UX audit, if you have an in-house UX team or you hire an external agency.

No matter how well or how badly your online sales are going, you always have the opportunity to increase your website conversion. Here are some of the reasons why conversion rate optimisation is very important: 

CRO Helps You Identify Your Target Customer Segments

Marketing teams waste a lot of money on the wrong traffic due to the lack of understanding about their target customer persona(s). Implementing conversion rate optimisation provides you with the tools required to gather important customer profile information which is not something you can easily get from the marketing channels. You are able to understand your customer personas and their behaviour on your website and by doing so you are then able to increase your website conversion.

CRO Helps You Increase Revenue Per Customer

The number two reason why conversion rate optimisation is important is because you’re able to increase the value (the revenue) that you get from each customer. When you understand exactly what your customers want, you’re able to upsell, cross-sell and retain those customers, thereby reducing your cost of customer acquisition.

CRO Helps You Reduce Your Google Ads Cost and Waste

The number three reason why conversion rate optimisation is important is if you’re doing Google Ads and you’re looking to reduce the waste in your Google Ad, conversion rate optimisation will help you make sure that your landing pages are tailored to your Google Ads, thereby reducing your cost of customer acquisition and also increasing your quality score.

CRO Helps You Increase the Effectiveness of Your Marketing Channels

The number four reason why conversion rate optimisation is important is because it will increase the effectiveness of your marketing channels. You’re able to increase the effectiveness of your PPC channel, your Google Ads, your SEO because all these channels get traffic to one landing page (in some instances).

Some companies have different landing pages for different channels, which makes things a bit more time-consuming, but if you’re using one single landing page for all the channels to your website then conversion rates optimisation is important because that’s the only way you can get the best value from all your landing pages and increase the conversion on your website.

CRO Helps You Identify Problem Pages on Your Website

The number five reason why conversion rate optimisation is important is because it will help you identify the ‘problem’ pages on your website. Google Analytics can tell you what the problem is but it doesn’t tell you why. You need conversion rate optimisation to understand the ‘why’ behind customers not converting on your website. A lot of companies are wasting money on digital marketing because they do not implement conversion rate optimisation.

The companies that have implemented conversion rate optimisation are the ones that are getting success online. So, if you’re looking to increase your website conversion then you really need to start looking at conversion rate optimisation as part of your marketing activity. It is not a marketing channel but it’s the optimisation of all of your channels (PPC, social media, etc) which enables an end-to-end funnel optimisation of your customers’ purchase journeys.

Conversion rate optimisation can even happen on social media. If you optimise your Ads on social media and you get people to just call your company number straight away and order via phone, they don’t necessarily need to come all the way through to your website to convert. But the whole principle of conversion rate optimisation is to optimise your customers’ interaction with whatever medium, whatever channel, even with email marketing.

When you send email marketing communications to your customers you need to use conversion optimisation principles in the copy of each of those emails in order to get the best results. So, when conversion rate optimisation it’s not isolated to just AB testing of landing pages, it’s a mindset, it’s a culture within an organisation that helps reduce customer acquisition costs to get the best ROI from your marketing budget. This is why conversion rates optimisation is very important.

CRO Helps You Improve Your Digital Customer Experience

Another reason why conversion rate optimisation is important is because it will help you improve your digital customer experience. Customer experience is what will encourage people to come back to your website and buy again. If they have a good experience on your website, then you’re bound to make them repeat customers.

Amazon is a perfect example. People always go back to Amazon every time to shop again and again, or even just to put things on their list and save them to buy later. The reason why Amazon is very successful is because it has very good digital customer experience and the only way they’re able to achieve that is through a culture of conversion rate optimisation. So, this is one of the reasons why conversion rate optimisation is important, to help you improve your digital customer experience which will ultimately increase your website sales.

CRO Cost is Relatively Fixed

Another reason why conversion rate optimisation is important is because the cost is fixed, compared to paid advertising. If you’re looking to increase your website traffic using PPC, you’re bound to spend a good chunk of money, whereas your conversion rate optimisation costs are fixed because you only need one skilled employee within your marketing team to be able to optimise all your marketing channels and your marketing activity using conversion rate optimisation principles and best practises.

You then only need a fixed amount of money to get access to the CRO tools and software needed to optimise your website as well. So conversion optimisation is very appealing because it’s a fixed cost which doesn’t overload your budget, but which helps you identify how best to optimise all the different marketing channels you are using, in order to increase your spend on channels that make you money and decrease your spend on channels with little return.

When talking about conversion rate optimisation, a lot of time is spent talking about tools and software solutions that are needed for this important task. However, what you need most (and especially if you have only a small team and a limited budget) is the skill within your team to optimise your various channels and a process that will effectively facilitate this.

Conversion rate optimisation should be embedded within your SEO and all your marketing channels because this is where your customers’ conversion actually starts. If your channels get the wrong kind of traffic to your website (I.e. not your target audience), even if your website is optimised for conversion, that traffic then won’t convert.

So conversion rate optimisation should be a culture within every organisation. It should be a mindset that guides the way you think, the way you act and the way you make your money.

You have every opportunity to increase your website traffic and the most important way to do that is to learn how to implement a/b testing on your website. AB testing is an approach in marketing where you present two variations of your landing page to your customers. When website visitors arrive at your website from Google ads, SEO, email marketing, Facebook and other traffic sources, instead of showing them just one single page, you show them two landing page variations.

Then the whole idea is for you to figure out what makes the website visitors convert to become customers. So, you have an existing landing page and you create a variation page to test a hypothesis to show whether or not the changes to your existing landing page would actually improve conversions. This is the fundamental principle of AB split testing on website landing pages. Read on to learn the steps you need to follow to successfully implement AB testing on your website.

A/B Testing Step 1: Review Google Analytics

The first step is to identify existing conversion problems on your website and to do this, you need to review your Google analytics to gather insights. You need to ask important questions like:

• What are the top exit pages?
• Which pages have high bounce rates?
• `How are people navigating your website funnel(s)?
• Where exactly are the drop-off points in the checkout funnel(s)?

Pages where people drop off from their purchase journeys are pages that have frictions and these are the pages you want to analyse further. These are the pages that you should consider running AB testing on, in order to improve customer click through rates. Another thing you want to look out for are your website’s heatmaps and session replay tools. These tools will help you gather qualitative data to answer the ‘why’ behind your low conversion rates.

Google analytics gives you information about the ‘what’ behind customers purchase journey and information about which pages your customers are dropping off of, it does not give you information about why they are dropping off from the purchase journey. You need all the heatmap and session replay tools to give you information about how people actually interact on your top exit pages and pages with high bounce rate. 

A/B Testing Step 2: Conduct Usability Testing

Usability testing is an activity that is done when building a new website or redesigning existing websites. It helps you understand your customers’ though process, expectations and how they interact with your website, navigation, pages, and conversion funnel(s). Implementing AB testing on your website requires some form of usability testing and not only on your website, but on your competitors’ websites as well. This will help you understand your customers’ purchase behaviours on your competitors’ websites, which is also a good source of qualitative insights for your AB testing strategy. Overall you will get a better understanding of how customers behave on different websites, and what they expect when they’re looking to buy your product or services.

The bottom line is that if customers don’t buy from your website, they sure will buy from your competitors’ website. The goal here is to understand how they behave irrespective of where they’re buying. This will give you valuable information about what is missing on your existing website that might need to be added, or which information on your website might actually be completely irrelevant to your customers. That’s the benefit of usability testing.

In previous projects where I’ve been involved in AB testing with clients, we relied heavily on virtual usability testing to gather qualitative insights. These tests provided us with a detailed rationale into customers’ purchase behaviours across website funnels. We gained a better understanding of customers’ thought processes and integrated these insights into designing AB testing roadmaps and landing page ideas.

A/B Testing Step 3: Create a List of AB Testing Hypotheses

The qualitative insights you gather from heatmaps, session replay tools and usability testing will help you create a detailed AB testing roadmap. All these activities will give you information that would then be used to create a list of test hypotheses you need to run AB testing for the next 6-12 months. The hypotheses can focus on the following:

• Page headline(s) and subheadline(s)
• Page images
• Landing page videos
• Text content
• Call to Action
• Navigation links

A perfect example is the assumption that changing your page heading will increase click through rate. This remains an assumption until you run an AB test to validate that assumption. Maybe one of the offered test options would relate with the customer and get better engagement. The idea is that you’re not sure if that is going to work, that’s why you need to implement AB testing.

Your existing landing page is the control page and the page with the change is the variation B. It’s Control Page A and the Variation Page B. You end up creating multiple hypotheses by manipulating: the call to action, the text, adding image(s), removing image(s), etc. All these are assumptions that you have that might increase conversion on your website, but you don’t know if they will work – until you test them.

You need AB testing to give you that guarantee that your assumption (hypothesis) works. I’m going to leave links in the description about elements that you can test when you’re running AB testing. So, once you create a list of all these hypotheses, these are the hypotheses that you’re going to use for your AB testing roadmap. AB testing should and must be a culture within your marketing because it’s not something you just do once and then you forget about it. It should be an ongoing activity within your marketing function if you want to consistently increase conversions year on year.

This is why your AB testing roadmap should be structured into six- to 12-month backlogs. Depending on your website traffic, you are expected to run each AB test for at least 4 weeks. It is equally important to manage expectations because not all AB tests you run will succeed. The most important thing is that your tests will provide you with insights that will help you understand your customer purchase patterns and behaviours. Some tests will give you information on what you need to improve. So, it’s a learning process. Ultimately AB testing will help you find out new ways of increasing engagement and conversions on your website.

A/B Testing Step 4: Selecting Your AB Testing Software Solution

You have a few options when deciding which AB testing solution to choose. If you are on a limited budget, I recommend Google Optimise because it’s a free tool and also part of Google’s marketing software solutions suite. You also have other options such as Optimizely, Visual Website Optimizer, and Adobe Target.

Although you have multiple options you can choose from, it’s important for you to understand that AB testing software solutions in themselves do not guarantee that your website conversions will increase. It’s the quality of the insights you gather from Google Analytics, heatmaps, session replay tools and usability testing, and the decisions you make on the basis of these, that will ultimately determine your success.  

The AB testing solution will only show you which test variation is ‘winning’ (i.e. increasing your engagement). It will help you configure all the technical stuff to present two variations on your website, and it will then show you statistically significant data that indicates the winning test so you can easily update your landing pages with the high-converting page.

You need to leave individual tests to run for at least four weeks. But you just don’t run the test once and then forget that, okay, everything is hunky-dory. You need to continuously run AB testing on your website. Don’t do it because you want to do AB testing. It’s a culture of improvement, continuous improvement. It’s an iterative and agile way of doing marketing as well because you’re continuously looking for ways to increase your website traffic, your website conversions.

Another good thing about AB testing is that when you’re doing AB testing and conversion rate optimisation on your website, you can take that information about the content, about the communication, all those lessons that you’ve learned, and you can integrate it into your offline marketing activities because you know exactly what kind of text, what kind of image, what kind of, all the things that you need to interact with your customer to nudge them towards conversion.

You get that information, run an AB test and conversion rates optimisation, you can then integrate that into your email marketing, offline marketing, whatever marketing you’re doing across multiple channels, that can even help you reduce cost of customer acquisition and increase your revenue by increasing the return on investment you have on your marketing spend. My name is Femi Olajiga. I’m a digital marketing strategist. Contact me, if you need support with implementing AB testing on your website.

So, let me quickly just go through how I optimise my clients’ landing pages. So the first thing that I do is I review the metrics on that page. I use tools like heat map, session replays tools to understand what exactly the click-through rate of that page is.

And then I try to understand where people are clicking on the page. You need to understand what elements you have on a landing page that that is not interesting to people and what elements on your landing page they actually engage with. The things that they engage with. You want to keep it or increase the influence and the things that they do not engage with on your landing page, that’s a waste of time.

You want to remove it. Then you also want to understand by looking at other competitors’ websites, what is missing on your landing pages. Then the next step is you want to determine the page objective. Some page has multiple objectives. You always have a primary objective and a secondary objective. The primary objective is if the page is, for example, is to make people buy, that’s the primary objective.

The primary objective for a blog section, for example, is to engage people by educating them. That’s the primary. The secondary objective is to make them buy. So after a landing page, like a blog section, for example, has kind of fulfilled the primary objective, you want to nudge them towards another page that is aiming for them to convert.

That is the secondary objective. And then what is the most effective way to accomplish that objective? That’s the question you need to ask yourself when you’re optimising a landing page. And then the next section is you go and identify the friction and anxiety on that page. Identify the source of customer friction

and anxiety on the page. And then you make changes after you’ve identified what people are not engaging with or where within the page people scroll down to and leave.

Then you want to make changes on that part of the page to reduce that whatever anxiety or concern that is making them leave. And then you want to create incentives, value proposition, and motivation. You research a customer’s thought process. You use tools like usability testing and search or replace tools to understand what content elements on the page that they’re interacting with.

What do you need to include on the page to increase the motivation for people to buy? And then you want to review competitor pages, as I mentioned earlier on, to determine the top five pages that are ranking in SEO and Google Ads to kind of look at what lessons you can learn from those pages to help increase your conversion. You also want to look at your competitors’ conversion funnel.

You want to look at their checkout funnel to see that, okay, what are they doing that is making it easy for people to convert on those funnels that you can learn from and implement? You just don’t want to copy your competitors because they might be doing a terrible job. They might not be converting. So just going in there and just say, oh, because the competitors have all this, I’m going to do the same thing.

You’re setting yourself up for failure. And then as I mentioned earlier on, you want to design A/B testing variation for all the ideas to make sure that you have two variations that you can test and ensure that you have data to back your hypothesis. You just don’t want to say, because I think this is going to work, I’m going to implement it on my landing page. No, you want to create two variation with those ideas in them, some variations are radical redesign.

Some are just minor tweaks on the landing pages to kind of create those variations again so people can click on the parts that they like and then you can see what page is converting the most. So you run the A/B testing, you review the A/B testing results, and then you publish the winning result. I believe if you use all these elements that I’ve discussed in this video to optimise your landing page, you’re going to get increase in your conversion rate.

Are you losing 65% of your traffic in the checkout funnel? Checkout abandonment is one of the major problems of eCommerce websites. In this article, I am going to teach you how to increase your eCommerce conversion rates. This article is going to be structured into four sections, I’m going to talk about acquisition, I’m going to talk about landing pages, then I’m going to talk about the checkout funnel and how you can improve conversion in your checkout funnel.

Then I’m going to talk about the thank you page, how you can optimise it. My name is Femi Olajiga, I’m a digital marketing strategist with over 13 years of experience. If you’re new to my website, kindly subscribe to my YouTube channel, and then click on the bell notification so you can get updated videos in future.

Your Ecommerce Conversion Rates Depends on Quality Website Traffic

You want to make sure that you’re getting quality traffic to your eCommerce landing pages. You want to make sure that your keywords that you’re targeting are not broad match keywords. If you’re looking to create awareness, then you need to be careful where you spend money on. You can get awareness from Facebook, YouTube video content and cheaper acquisition channels, but for expensive campaigns, you want to make sure that you have the exact match keyword matching with your landing page. So, once you have targeted keyword, then you also want to make sure that the landing page that you’re using is aligned with your keyword strategy.

Targeted and Optimised Landing Pages

The key word that people click on in your Google ads, SEO links or whichever campaign you’re sending traffic from, matches with the landing page they land on. The page header needs to have the target keyword within the title. The subtitle also needs to have benefits and features to hook the customer when they land on your pages. And below your heading, you want to make sure that you have very visible and high quality images.

The image needs to communicate. Whatever you can do to the image to communicate the benefits and the features of the product, that will go a long way to increasing your conversion. Then one other thing you want to include on your landing page is a video. Video is known to increase landing page conversion considerably. One thing you also want to focus on, is you want to make sure that you have social proof on your landing page.

Social proof in form of reviews, and you want to make sure that those reviews are authentic. Then another thing you want to consider is trust symbol, you want to make sure that your landing page has important trust symbols so that customers will understand that they can trust you with their credit card details, and they can trust that their personal information is safe with you. In recent times, we’ve seen companies being hacked and personal information being compromised. If you really want to encourage people to convert on your landing page, on your website, you want to make sure that you have visible trust symbols, so they sure that okay, I can put my credit card details in this website.

Another thing you want to make sure, is you want to make sure that the call to action is visible. And there’s colour contrast on the call to action. You want your call to action to pop so that people can easily see it. And when people even scroll over it, you can offer the option where the call to action can change colours to kind of engage people. You also want to make sure that your shopping cart is visible. In some instances, when people land on eCommerce landing pages, they click on Add to Cart and it just disappears.

They don’t know if they’ve had added to cart, it just shows a number one up somewhere on their page. You want to make sure that people can visibly see the number of items they have in their shopping cart, so they’re not confused. This way encourage them to continue shopping or to checkout if they’ve completed their shopping. Page load time is another thing that you want to focus on. You want to make sure that people landing in your page have a very good experience from a speed perspective.

If someone is trying to buy from your website using their mobile, if your site is very slow to load, they are bound to leave and shop somewhere else. When people land on your website, you have about five seconds to eight seconds to get their attention to convince them that they are on the right page. Once they’re convinced, they will then engage with more sections of that landing page.

So, it is important that you optimise your landing page, after you’ve optimised your Google ads or whatever acquisition channel you’re doing, using to send traffic to those pages, make sure that the landing page is also optimised.

Ecommerce Checkout Funnel Optimisation

Earlier on I mentioned that 65% of people drop out in the checkout funnel.These are people that you’ve acquired through PPC campaign or Google ads and you’ve paid a lot of money to get them they land on your website; they go to your landing page and they start the journey only for them to drop off in the checkout funnel.

The number one way you can increase your eCommerce conversion rate, is by reducing the number of pages in your checkout funnel. I once worked with a client that had seven pages in the checkout funnel and we managed to reduce it to three. If you’re able to reduce the checkout funnel pages, then you’re able to increase conversion because then people wouldn’t have to fill out a lot of forms and get inundated and then they leave.

Reduce the number of pages in your checkout funnel and you’ll see increase in your conversion rate. You also want to offer your customers the option of guest checkout. This is standard across many eCommerce websites, but some websites don’t have guest checkout. So, if you’re looking to increase conversion on your eCommerce website, you need to integrate guest checkout. People find it difficult to remember their password, and if they have to start thinking about what password they use on your website, if they’re repeat customers or even new customers, then you’re costing them a lot of friction, and they are bound to go somewhere else.

You want to give people the option to login with their email, Google email, or their Twitter or Facebook, this will go a long way to help them log in easily to the checkout. So if they have like, guest checkout option, and then login in with their email and social media login, that helps a lot. Live Chat is another good feature and functionality that you can put on your eCommerce website.

This will help people engage with your eCommerce platform if they have questions. And if those questions are answered very quickly, then they are able to continue with their conversion. This also helps with the conversion process and increase your conversion rates. Customers have come to expect free shipping. So, some eCommerce website doesn’t offer free shipping. If you are one of those eCommerce websites, I encourage you to look at free shipping because Amazon has created that standard where people expect that as part of the package.

If you offer free shipping, make sure it’s visible in the checkout pages, so people can see that okay, for this product, they can get free shipping, and even if you offer money-back guarantee as well, you want to make sure it’s visible in the checkout pages, and make sure that you do not have huge amount of links. What this does to people in the checkout funnel is once they have links within the checkout funnel, that link will create a path out of the funnel.

So whatever distraction that you have in your checkout funnel, make sure you review that and use Google Analytics and other analytics too to identify elements within your checkout funnel that is making people click on those things and then drop off. Any distraction whatsoever within the checkout funnel should be removed, if you’re really looking to increase conversion in your landing pages.

Then you’ll also want to make sure that your checkout funnel is optimised with benefits and features. So when people are going through those journeys, they are reassured that okay, from a trust symbol perspective, anything that would encourage them, that will not be a distraction, to complete that purchase, you need to include in your checkout funnel pages. You also want to make sure that you don’t have like coupon codes, discount codes, and stuff like that, that will make them think twice about completing the checkout funnel.

Once people have completed the checkout funnel, they get to the final thank you page. You thank you page is a very important page that helps you bring the customers back again. Some websites offer a discount for repeat purchase. So if someone has bought something, you have the option to offer them maybe 5% discount for their next purchase, they’ll have that at the back of their mind, because if you then give them that coupon code, they will try and come back because people like free stuff. So, my recommendation is to include some form of incentives in your thank you page.

You also want to make your thank you page an option for people to continue buying, you can upsell, cross sell with your thank you page. And even within your eCommerce strategy you want to integrate email marketing. Email Marketing will help people that have dropped off in one stage or the other. You need to be able to go back to them using email to nudge them back to complete their purchase.

My name is Femi Olajiga, and I am the author of the book Lean Agile Marketing. If you have any questions or any concerns that you’d like clarification, contact me via email and connect with me on LinkedIn.

How To Increase Landing Page Conversion Rates  Some websites have between four to 10% conversion rate. This means for all your marketing expenditure, for all your marketing budget, you’re only able to convert between four to 10% of your traffic. How does that reflect on how much has been wasted on your marketing? The higher your conversion rate, the lower your customer acquisition cost. The lower your conversion rate, the higher your customer acquisition cost.

In this article, I am going to show you how to increase the conversion rate of your landing pages. This will help you reduce customer acquisition costs. You spend a lot of money on PPC campaign and other acquisition channel when you don’t optimise your landing page, you waste a lot of money. So if you look into increased conversion rates on your landing page, make sure you read this article to the end. My name is Femi Olajiga and I am the author of the book titled Lean Agile Marketing. 

This article is going to be structured into four sections. I’m going to start with what is a landing page. I’ll help you understand what it means and why it’s important. And then I’m going to talk about landing page optimization process. The step-by-step process you need to follow, if you’re going to tell your designer or your agency to optimise your landing page. As a business leader or a marketing leader, you need to ask the right questions, so I’m going to show you the process you need to follow.

And then I’m going to talk about design elements. You see a lot of very pretty beautiful landing pages. That does not mean they’re going to convert. Landing page conversion rate is totally different. If you look at Amazon, for example, Amazon is not the prettiest website, but the conversion rate is out of this world. And then I’m going to show you step-by-step process of increasing conversion on your landing page. If you’re new to my website, I recommend you subscribe to my YouTube Channel. Click Here TO Subscribe.

What is a landing page rate?

It is easy to think about a homepage when you hear the word landing page, but it’s important to also understand that people behave differently, and people come to your website for different reasons. Someone that knows your brand and knows your company by name will type in your company name into Google Search and will come directly to your homepage. If they’re coming for the first time. Or if they click on an email that was forwarded to them, they will land on a particular page that might not necessarily be your homepage.

So other people will even come to your website to the blog section. Some will even see your videos on YouTube, and they will click on the link and they will land on a particular page. So the concept of a landing page does not mean your homepage, your category page, your product page. It means the page that someone lands on, irrespective of the section on your website. So the first thing you want to think about is how do you match the intent of that person to where they land to. For example, someone that lands on your block section might not be necessarily ready to buy than the research phase, so you want to treat them differently than someone that lands on your product page.

If someone lands on your product page, they have a more inclination to buy. So you take them through the conversion, the checkout funnel and then lead them to the thank you page. But if someone lands on your product page and they’re researching about a product, they’re not really ready to buy, there’s a high tendency that they’re going to drop off. So, when you see very low conversions on landing pages and websites, is because they’re sending the wrong traffic to the wrong pages.

Someone that is researching about products and services that is not ready to buy, she would be directed to your blog section or content pages that is more about engaging with them and educating them. And then when they’re ready to buy, that is when you send them to your product pages or your services pages. So the concept of a landing page you should have at the back of your mind, that when someone lands there, you need to take them through a journey. The landing page is the start of a journey. It should not be the end of a journey.

If you have a landing page that someone lands in and leaves, that’s when you have bounce rates because the page might not really satisfy what they want, then they leave. But if the page does satisfy what they want, they are bound to come back. There’s this concept that people assume that someone will come to your landing page and convert immediately. It doesn’t happen that way. When someone lands on your landing page for the first time, if that’s the first time that they know about your organisation, they will come multiple times before they convert.

Some research suggests people would convert after eight to nine visits, between seven to nine visit that that’s when they convert. So, imagine if that person clicks on your Google ad eight to nine time before the convert, that increases your cost of acquisition, your customer acquisition cost. So the old concept of landing page should be structured in a way where you have people coming through SEO or PPC, and they go to your product page or your homepage. Then you want to make sure that those landing page funnel them through your checkout funnel.

You have a checkout form, a series of pages that is called the checkout funnel, if you’re an eCommerce page or a form page, if you’re a B2B organisation. That is your checkout funnel page and your landing page should be aimed at pushing people to the next stage of the journey. And when they get to that next stage, even though there might not be any information for them on that next page, your landing page should have done a very good job to ensure that that page that they go to next, they will complete all the form or go through all the funnel and go to the final checkout page and get that final confirmation.

If you’re going to get money from them, if you’re going to get them to download the whitepaper, whatever thing you’re trying to achieve with your landing page, it’s the start of the journey, it should not be the end of the journey.

Landing page conversion optimisation process.

The first thing you want to do when you’re looking to optimise your landing page is to review your analytics. What I mean by this is you need to look at the qualitative metrics on your landing page, Google Analytics, Adobe Analytics and other analytics will identify the page that has very high bounce rate, a page that is causing people to drop off. Once you know that page, then you use qualitative metrics, qualitative analytics, to identify where people are clicking on, what people are engaging with, what’s part of the content they’re engaging with, and then how far into the page they’re scrolling, if it’s a long page. And if they are not scrolling, look at the elements that they engage with that makes them leave.

This is subjective as well, because some elements on your page they will engage with and they will make them convert quickly. So, you need to identify the exact element which is why you need usability testing to be able to identify this type of situations. So, you review those analytics metrics. You determine the page objective.

What is the objective of the page?

And you make sure that it aligns with the objective of what is sending traffic to that page. If someone is looking to buy something, you don’t want to send them to your homepage. If someone is looking to buy something, you don’t want to send them to your blog section. And if someone is just interested in reading content, you don’t send them to your product page and trying to get them to convert. They won’t convert. It doesn’t work that way. And then after that, you need to identify the friction points and the anxiety, as I mentioned earlier and remove those friction points.

Then you want to create incentive, some incentives and some landing pages, which I’m going to talk about later is more about creating free shipping, discounts, whatever you think is an incentive and a motivation that would nudge the people that land on that page to convert. I said earlier that conversion is about nudging them to your checkout funnel. The purpose of a landing page is to get them to move to the second stage, which is start putting their credit card detail, so they can make that final purchase.

Then you also want to review your competitors’ pages. Look at all the competitors in your sector from a product by product perspective and look at what benefits, what incentive that they offer to the customer on that page. If you have that same incentive available, you need to accentuate those kinds of incentives on your landing pages. Then another thing you want to do is after you reviewed the competitors’ pages, you want to kind of implement AB testing. AB testing is a situation where if you’re not 100% sure of different ideas that you think is going to motivate customers to buy from you, you create variation of those pages and kind of give those two samples to the customer.

When they have those two options, you run that test for like a month and then they will decide that okay, this page is what really accentuates what they want, and the conversion of that page will most likely be higher. Then you know that, okay, that’s the winning page, you implement that. In some instances, the page might do worse than your original page, then you know that whatever idea you think would encourage customers to buy from you is not actually going to work, so that’s the whole purpose of AB testing. So, you just don’t make changes to your website and assume that it’s going to work. You’re given that flexibility to run a test and then go buy the customer data and that data is the amount of conversion, the page that has higher conversion.

Let’s start by looking at Amazon’s landing page, so you can understand what a good landing page looks like. So, if you look at the left section of an Amazon page, like this page I’m looking at now, it’s a page about a RODE wireless microphone. You would notice that there’s seven images to the left. And at the bottom end, there is a video. That video is for people that just wants to view the video and learn more, people that are not really inclined to text content. That, again, is subjective.

Some people will read the text content and also watch the video. I personally like watching the video on an Amazon page when I see a product page that has a video, but that’s an important element of a landing page. So, if you’re looking to increase conversion on your landing page, you want to make sure that you have images that is relevant. You go on some websites and the images on those website does not really interpret what the company sells. So, my point here is if you have a landing page, remove all the texts on your landing page. If someone was to just see the image alone on your landing page, would they know what you do?

So, what I’m trying to say is, if someone lands on your page and they cannot see anything, does the image on your landing page tell customers what that page is about? If that image cannot answer that question, then you have a bad image. Over the years that I’ve worked in marketing, I’ve seen a lot of organisation use stock photos. People are more mature on the internet now. They can see a stock photo and they don’t take you seriously. So if you’re looking to optimise your landing page, I recommend maybe hiring a professional photographer or finding someone within your organisation that knows about photography and take a professional photo that represents your product or your service or your organisation.

Something that someone will see, and they won’t think too much to understand that okay, that is a dentist. That is a lawyer. That is a construction company. That is the photo you want to put on your landing page. Then if you look at Amazon landing page again, you see that it has a header, a very clear header and then a subheading. And then if you go down, you see the review. The review is the social proof. What I want you to pay attention to here is look at the proximity of all these things.

If you go to the right, you see free shipping and then under you see the price, you see free delivery, you see options, black and white, and then you see the call to action that is Add to Cart. So, they are assuming here that if you’re just shopping, you have other things that you’re buying. You’re not just buying one product. You click on the Add to Cart button. If you’re buying just one single product and you don’t have any time to go through a shopping cart or anything, they give you express checkout where you just click on Buy Now.

And if you look right below that, you see the secure transaction icon. And then right below that again, you see Add to List. And to your right, under the black and white, you see about this item with seven bullet points that goes straight to the point about the product. This is what makes Amazon really tick because every question, every friction that a customer might have about buying a product, they’ve answered that on a single page. And one important thing you need to pay attention to is most of the links on this page is keep people on that page. If you click on the review, it would take you down to the bottom section where you then see social proof, customers that have bought that product.

You know that this review is not biased. A lot of websites will have reviews on their landing pages, but customers know if you have a review that is not really genuine, they know, they can see through it. So you need to make sure that whatever reviews you have on your landing page is authentic. It’s not manufactured, because no organisation is going to put bad reviews on their own website, but you want to put actual reviews from actual customers that have bought your product. And even within that review section, you will then see that some of these reviews even have videos that kind of authenticates that that product is really, really good.

I’m not saying that this page is a reason why Amazon has very, very high conversion and always one of the best eCommerce websites, but this page talks about the most important elements of landing page optimization. This kind of principles if you apply to your eCommerce or even your B2B website, you’re bound to increase conversion on those pages, because this is the gold standard of landing page optimization. It doesn’t get better than this. If you’ve got other websites, if you look at another website, for example, that sells luxury goods, you see that they have actual images of products and services that they sell, and they authenticate that with genuine reviews as well.

I believe if you use all these elements that I’ve discussed in this article to optimise your landing page, you’re going to get increase in your conversion rate. If you’re need support with your conversion rate optimisation contact me.

If you have a team of marketers or a team under you that is responsible for marketing, and you’re looking to increase sales on your website, then this article is for you. After reading this article, you will learn what conversion rate optimisation is.

You’re also going to learn about the conversion rate optimisation formula which you can use to optimize your marketing activities (yes, there is a formula!) and then I’m going to walk you through the conversion rate optimisation processes. This is based on practical, real life experience of conversion optimisation that I’ve run with various companies, big and small.

And at the end of this video, you would learn actionable tips that you can take back to your team and your organisation, and you can start implementing on your websites. 

What is Conversion Rate Optimisation?

When people land on your website, they usually come to you through SEO, PPC, social media or other channels, even television. Most websites are not configured in a way that would ensure that when people land on the website they go all the way through to the final thank you page.

Conversion rate optimisation is the process that ensures that you get traffic from expensive PPC campaigns, social media campaigns, television ads or PR activity to your website, the subsequent process by which you ensure that they get through the various pages on you website to that final ‘thank you’ page where they then convert and give money to your organisation. This process is what conversion rate optimisation is about.

So, conversion rate optimisation is complimentary to web analytics. Web analytics is going to tell you what is happening on your website. It’s not going to tell you why those things are happening. It’s not going to tell you why people behave in certain ways on your website. The ability to know why people behave in the way they behave, and the ability to make sure you are able to nudge and trigger people’s behaviour towards what you want them to do on your website, that is conversion rate optimisation. It’s about getting people to buy and removing all the hesitation, all the friction points, all the drop off points from your website and getting them to convert.

Doing that for eCommerce is one thing. Conversion rates optimisation for B2B website is also different. So, there is no one-size-fits-all approach: it’s more of a process of encouraging people to download that white paper, register for that webinar, and all these other activities that will lead them into talking to your sales rep. Conversion rate optimisation for eCommerce website that have a physical presence, a brick-and-mortar store is again different, because sometimes your conversion is not necessarily for people to buy on your website.

You create content on your website that encourages people to go into the physical store. Therefore, eCommerce should not just focus on converting on the website, because sometimes conversion happens when you’re able to nudge people to go to the actual store to complete their purchase. They might buy more because they will have access to more products and services and there’s less competition for their attention. What I mean here is that when people are shopping online, they won’t necessarily buy more than what they came for, but when they come into your physical store you will be able to upsell, cross sell and really get more engagement and higher value purchases from them.

So all these activities combined together, that’s what conversion rate optimisation is all about. And it’s a sad thing that a lot of marketing budget is wasted because organisations don’t pay attention to conversion rate optimisation. We spend a lot of money on SEO and PPC, but if you look into some marketing teams, and you look for a conversion rate optimisation expert, the role is often missing.

However, you can’t just focus on the top of the funnel acquisition process and then expect people to magically convert on your website if you don’t pay attention to how to guide the through the purchase journey. We’ve seen organisations that have spent millions of dollars and pounds on website redesign projects without a single person responsible for conversion rate optimisation. It’s often ignored because senior managers are largely unaware of the importance of conversion rate optimisation.

Conversion rate optimisation is also the process of reviewing your website to understand where people are dropping off from. When you go into a website, you see why people come to the website and you see particular pages that are called exit pages that make people drop off from their purchase intent on your website.

Conversion rate optimisation focuses on identifying those problem spots on your website and making sure that they are fixed and the only way to fix this problem spots in some instances is to run A/B testing. A/B testing is an approach where you create two variations of a landing page to see which one performs better and then ensuring that the page that performs better is the final page that people see. This is what conversion rate optimisation is about.

Conversion Rate Optimisation Guide, Step 1: Identifying Causes of Low Website Conversion

With some websites, the navigation is a problem, so when people get to your website they’re confused, they just click around, get confused, and then leave. Another problem may be in your call to action. When you don’t tell people what you want them to do on your website and you assume they know what to do, that’s when you lose their business.

When they’re confused and they’re not sure what you want them to do, what actions you want them to perform, they leave. Another problem with most websites is the content. Some websites focus too heavily on text, on some websites the videos are not engaging or the images are stock photos, rather than purposeful shots.

All this, combined with a lack of a systematic approach or a systematic plan to direct people to do what you want them to do on your website, means you are likely to have a problem converting them into paying customers.

This problem is very widespread because if you look at most website redesign projects, they’re designed by people who don’t necessarily understand conversion, they don’t understand the psychology of online sales. There’s an art to how people engage with website content if you want to nudge them to do what you want them to do.

So these are the problems that often cause low conversion on a website. If you’re looking to increase your conversion, then you have to look at implementing a clear conversion rate optimisation process which I’m going to talk about next: the conversion rate optimisation formula. The number one thing you want to achieve on your website is conversion. And for you to achieve conversion, you first need to pinpoint people’s motivations for being on your website.

Generally speaking, people are motivated to buy a specific product or service. If they don’t have motivation to buy, no matter what you do, no matter your website design, no matter your content, they will not buy. So, once you’re able to nail down your product motivation and your website motivation, and then you’re able to communicate that motivation: this is one of the most important things in the conversion rate optimisation formula.

The next thing you need to think about is friction. When you approach a conversion rate optimisation, you need to start thinking about all the friction that might stop people from buying on your website or from your organisation more generally.

Another thing you also need to look at is anxiety. This includes all the things that make people anxious. Anxiety doesn’t necessarily happen before the purchase. People can purchase from you and then experience buyer’s remorse, an anxiety that can be so strong it actually makes them return the products ordered. So, it’s one thing to encourage people to convert but if you’ve not dealt with the anxiety that they have, before and after the purchase, their experience might not be a good one and they might not come back to your website.

Another thing you need to consider when you’re looking at conversion rate optimisation is incentive. People are giving you money to buy something on your website, they’re expecting something in return. They will get something in return but it’s how you communicate what they’re going to get in return for exchanging their money, their hard-earned cash, for your product or services. How you explain and highlight this on your website will impact on your conversion.

All of the above are the core components of your value proposition. The value proposition is different to a unique selling proposition (USP). Value proposition is being able to communicate to people the value from a cost and benefit perspective that they will get from purchasing your product or service. The main conversion here happens in people’s mind.

Once someone has decided, in their mind, to buy something from you, then whatever happens on your website can either boost or speed up that process or cause them friction and lead them to not completing the purchase. So, conversion starts in the mind of your customer and the number one thing you need to understand when you’re looking at conversion rate optimisation is that customers want engagement.

They don’t like to be marketed to, but want to be engaged in a conversation: customers enjoy companies that communicate with them. So if you’re looking to increase your conversions, it’s better for you to look at your customer as people not just numbers, or just something to be manipulated.

Conversion Rate Optimisation Guide, Step 2: Conversion Rates Optimisation Process

Any conversion rate optimisation process starts with analytics insights. You look at the analytics of your website, you identify your ‘problem’ pages and then you continue by doing usability testing and gathering further UX insights. This will help you understand the ‘why’: why people are not converting on your landing pages. After you’ve combined the analytics insights and usability testing data, you then go further to design your landing pages.

By designing those landing pages you then proceed to conduct A/B testing on the landing pages that you’ve designed and evaluating the testing results. And then after you finish the conversion rate optimisation from an A/B testing perspective, you then implement the winning result pages. That inevitably will then increase your conversion on your website. However, hat doesn’t mean you stop there. You need to continue the process of understanding how customer behaviours change and how you can motivate people when they land on your website to that final conversion you want to achieve with them.

Conversion Rate Optimisation Guide, Step 3: Using Conversion Rate Optimisation Best Practices on Your Website

The number one thing you want to do is ensure that you’re attracting qualified traffic. If you have a website and you’re attracting people that are not your target audience to your website, there’s no way that you’re going to get conversion. There is no way that sales are going to increase on your website because you’re basically sending the wrong people to your website. Even if you optimise your website for the right traffic in terms of the right target audience, if the wrong audience ends up on your website, they are not going to convert.

So, I want you to go to your website, talk to your PPC agency or your PPC person or your social media person, have a good conversation and understanding that they are really sending the right kind of traffic to your website. If they are, for example, targeting broad term keywords, broad terms that target people who are not really in that conversion mode, people who are not ready to buy, they might be your customers but maybe they’re just still researching their options.

If you send that kind of traffic to a landing page and you’re expecting conversion to be high, then you’ll be disappointed. Although they are your target customers, they’re not really ready to buy and they are only on your website because of the type of keywords (broad term) that you’re using to send people to that page there in their research phase. So what I want you to do is make sure you map out the pages that you send people to.

If you’re looking to send people to pages. where you don’t expect them to convert, you just want to create awareness about your products and services, then you want to use a cheaper channel maybe like social media or a very inexpensive channel, like SEO, to push traffic, to help raise general awareness about your product.

Then when you get to the conversion stage, you want to make sure that the keywords that are sending traffic to your website are actually sending the qualified type of traffic, so that these customers – when they land on your landing pages – are ready to buy and all the pages in the funnel are structured in such a way as to nudge them towards that final conversion. To increase conversion on your landing page, whatever page it might be, I strongly recommend adding video content because video content is known to increase engagement and it will also help communicate your products and services better than text content. 

Make sure that you have some form of video content on those landing pages or even external to those landing pages. When people then land on those pages, that video content will have done a lot of work to communicate your value proposition, to remove those friction points and this will ultimately increase your potential of conversion.

Focus on macro conversion

A lot of conversion rate optimisation enthusiasts out there focus primarily on click-through rates from one page to the other. This is a baby step in conversion rate optimisation, because it can be misleading. If you’re thinking: ‘Oh, we increased conversion because 600% of people move from this place to this place’ you are not really seeing the bigger picture, because if that conversion doesn’t really add money into the bank, then it’s called a micro conversion.

When you’re thinking about conversion rate optimisation, you want to focus your energy on the entire checkout funnel. So, when people say conversion rate optimisation don’t settle for the approach where the focus is just conversion from one page to the other and everybody’s screaming, “Yaaay, we won.” No! You have to focus on the macro conversion – the conversion to that final sale ‘thank you’ page, the order confirmation page and, ultimately, the money from the sale reaching your bank account. That is what conversion rate optimisation is about: it’s not about fancy data and metrics that don’t really put money in the bank.

So, one thing I want you to look at, if you’re already doing conversion rate optimisation, is what your overall approach to CRO is. Is it leading to money in the bank or is it just a fancy green arrow pointing up that is not really adding value to your bottom line?

Create bespoke landing pages

So, one of the things that I would recommend is to have a dedicated landing page for expensive PPC campaigns. So, if you’re sending expensive traffic to your landing pages, you want to make sure that that page is tailored exclusively for your page search efforts. Then you can use your SEO landing pages for the customers in the research stage, people that just want to be aware of your product and services, and they’re not really ready to buy. They will come naturally through SEO to get that awareness, through videos on Google search result pages.

You want to make sure that to get the best value, your PPC page have dedicated landing page to get the best results, so that will be different to your SEO page. These two groups of customers will not convert the same way, so their journeys on your website should not be the same. So, if you’re looking to really improve website conversion, you want to start thinking about creating bespoke dedicated pages for your important traffic, your qualified traffic. 

If you are new to this, conversion rate optimisation is not something you just do once and forget, it’s an ongoing process. The same way you spend money on acquisition ongoing, the same way organisations need to kind of work on improving the conversion of their website.

Another best practise that I want to highlight is that you want to make sure that you’ve optimised your page header and sub-header, because that’s one of the key things that people are going to see when they land on your landing page. You want to review all your landing pages and make sure that the title and text in your PPC campaign or other expensive acquisition channels matches your page header and sub-header.

This will ensure that there’s that seamless, continuous transition for customers that click on your page from your PPC or other paid channels, their thought process will be continuous, there will be no ‘shock’ that they clicked on something the Google Ads says and then the landing page says something different and they won’t be confused. So, you want to maintain that chain of thought in your customers’ minds. Make sure you have a very well-optimised landing page headers and sub-headers. You also want to make sure that you optimise the call to action on your pages, and you want to also optimise the navigation.

Bad navigation will cause problems for people that are navigating your website towards your conversion goal because they will be confused. If your website is clunky, for your customers it’s just like driving around town and their sat-nav is not working: they’re just going to go around in circles and they’re not going to get to their destination quickly. But if you have a very good navigation on your website and a very good call to action, people will know that okay, this is what this page wants me to do and this is how I get from this page to that page.

That will then ensure that they have a smooth journey from when they arrive to your website to that final conversion and that ‘thank you’ page. You can also go one step further and optimise your ‘thank you’ page to make sure that they come back again. So, the navigation should be structured in a way that ensures people don’t have to think. The whole thing should incorporate the ‘don’t make me think’ principle, that’s where the customer is coming from. Make sure your navigation doesn’t make your customer think: make it easy for them.

You also want to optimise your pricing.

Say for example, you’re offering discounts and you’re running a promo. You want to make sure that this is visible on your landing pages. Sometimes we have this perception that people are not bothered by price, but this is wrong. If you have a competitive advantage over your competitor from a pricing perspective, you want to make sure that that is really, really visible on your landing pages.

Make sure you accentuate this and say, “Okay, we are X cheaper than the other people.” This way your customers will know that, okay, if they buy from you, they’re getting a discount or if not a discount but they’re getting value and they’re saving money. The essence here is showing your customer that you are saving them money, so they know that they are getting more value buying from you rather than buying from your competitor(s). So make sure you review your pricing and make sure that if there’s any way that you can be more competitive from a pricing perspective, you highlight that on your landing pages.

And even if you’re looking to future discounts or promos that you’re going to run you want to include that on your landing pages, so your customers know that, okay, at such and such time, we’re going to be running a promo. This way you’re encouraging them to come back. You can further support their return by encouraging them to set up an email alert. So, they put their email into your website and when those discounts come live, you can then email them directly and nudge them back.

This way you’re not spending money to acquire these customers any more because you’ve already collected their email address, so when the discount goes live, you can then bring them back to your website directly. So, look at that and make sure you implement it. This would definitely increase your website conversion.

People only buy from people they trust. Lack of trust is a friction, so make sure you add a trust symbol and social proof. People love Amazon because they trust Amazon. If you buy something from Amazon and you don’t like it, irrespective of the amount you spent, you are guaranteed that if you call their customer service and you want to return the product because you don’t like it or because you ordered it by accident, Amazon has that credibility that they would take back the product and you even get free shipping to return the product.

This is a social proof that builds trust. So if you’re looking to improve and increase conversion on your website to get that big sales figure that you’re looking for, you want to make sure that people can trust you. Do everything that you can do on your website to increase trust.

Trust can come in terms of payment. People want to be sure that when they put their credit card details on your website that their credit card information is safe, that your organisation is secure, and that their details won’t be sold or their privacy won’t be infringed in any way, shape or form. If you go to a funny website and you don’t trust the website, you’re definitely not going to put your credit card details in that website because you’re not sure about what you’re going to get.

Trust is very, very important if you’re looking to increase websites sale. It sounds fluffy, but trust me, trust is important. So, make sure you use symbols, icons or other components on your website that will reassure your customers and highlight that your organisation can be trusted.

My name is Femi Olajiga, I’m a Digital Marketing Strategist with over 13 years’ experience in digital. Contact me, if you need assistance with conversion rate.