With more and more channels for users to access information and products from, available traffic is limited, so it’s increasingly important to make sure you’re utilising the traffic coming to your website to the best of your ability. We’re here to look at 4 ways you can do just that, to maximise your return on investment.
Make Your Traffic More Qualified
Before we get into what you can do to maximise conversions on your website once a user has landed, we need to discuss the traffic that is landing in the first place! It’s easy enough to drive traffic to your website through paid ads if you run good creatives, but making sure that you’re investing in traffic that is qualified and likely to convert is key. The right performance marketing agency will help you to craft a strategy that helps you to do just that.
For example, with your ads, you need to make sure that the ads you’re presenting not only generate a click, but when the user lands on the website, it feels like a natural progression in their user journey and they find what they’re looking for based on what was presented in the ad. You also need to make sure that you’re carefully selecting the audiences that you target, whether you use an automated targeting method like Advantage+ on Meta or you choose the audience yourself. It’s recommended to use Advantage+ in order to put your trust in the algorithms and to maximise your investment in ads.
Also, if you’re currently not utilising PPC and SEO, then it’s important that you do. The reason for this is when a user is utilising a search engine like Google, in that moment they’re actively looking for what you offer, as opposed to a paid ad where you’re hoping to capture a user at the right time. When the right keywords are selecting to target in PPC and SEO campaigns with a focus on ensuring the keywords align directly with what you offer, you can drive highly relevant traffic.
Provide Elements Of Trust
Something else that is important to help encourage conversions is to provide elements of trust across the website. Users actively look for businesses, brands and websites that they can trust, and so you need to give them every reason to trust you and display those elements of trust to them.
One way you can do this is through testimonials, having reviews on both your homepage and also on your product pages. You could provide incentives to your customers to leave those reviews, such as a discount off their next purchase, as users want to see what other people think of the product. You could also include an “As Seen In” feature if your products have been in any publications, like relevant magazines, as another indicator of trust. If there are any relevant regulatory bodies in your industry, we’d also recommend clearly displaying your affiliation with them.
In terms of checkout, you should offer a wide range of payment options with well trusted providers, from the usual debit card payments through to PayPal, Klarna, Apple Pay, Google Pay etc, to give them the confidence to commit to the purchase.
Look At The Technical Elements
Something else that is essential today is to make sure your website is up to scratch from a technical perspective. If your website isn’t quick enough, then a user will simply bounce off the website. They expect a certain experience and won’t be patient if it’s not right. So, you need to make sure that your website is optimised for mobile, that it loads quickly and that generally it provides a seamless user experience.
Offer Conversion Options Outside of Purchases
Last but not least, whilst your primary conversion goal on an ecommerce website is likely to be conversions, you should also provide other options that will be an important part of the user journey. You will have customers who find your website, find what they’re looking for and purchase, but others will likely take some time to make the decision. So, you should make sure that you’re supporting them in every way possible to help them get to the point where they feel comfortable purchasing. This could be a chat bot to answer any frequently asked questions, clear steps for a user to get in touch with the customer service team, great size guides and a variety of images on different sized models.
