International e-commerce consultants have previously shared with readers the six ways to make consumers pay. In the world of e-commerce, every second counts, and you will want to see practical methods that can immediately increase the conversion rate. Otherwise, online shopping consumers are often extremely impatient. After scanning a page for three seconds, if they don’t catch his interest right away, they may jump out of the page, which will make you lose the chance of a deal, and even make the product unable to stay in the minds of consumers. Make an impression.
The following site (MarketingSkull) shares with you four ways to increase the conversion rate, without having to redesign the website or hiring design experts; as long as you spend a few hours to make small changes, you will see results in a short time!
- Strong headlines
- Highlight Call to Action (CTA)
- A/B testing
- Provide online customer service
1. Strong Headlines
Internet consumers are very impatient. They hope that as soon as they enter the website, they can immediately understand what the product or service means to them. For example, gogoro’s homepage:
This title uses very concise text to illustrate the most interesting benefits of possible consumers: installment payment, no down payment, zero interest rate! Consumers who were originally interested in the product, after the curiosity is further aroused, will naturally Can’t help but be curious to press the CTA button to find out.
8 Characteristics of a good product title
So, below are the characteristics of a good title
- Quickly explain the nature of the product/service (ex. we provide a comprehensive solution for operating Amazon channels)
- Solve consumer problems (ex. No matter where you are, you can instantly access files)
- Eliminate consumer doubts (ex. Good quality comes from transparency)
- Simple (ex. Bigger than bigger)
- The way of expression feels energetic (ex. unlimited music experience, start!)
- Arouse curiosity (ex. The future of TV is here)
- Communicate the corporate value proposition (ex. Welcome home)
- Guide consumers to act and get benefits after action (ex. Free trial Premium for 30 days)
Text content is the foundation of a website. If your original title is too monotonous or too long, please try to write a few good titles using the above methods. It won’t take you too much time to get good results.
2. Highlight Call to Action (CTA)
After consumers are impressed, if we can clearly and clearly guide consumers on how to take the next action we want, it will be easy to succeed. Traditional CTAs are mostly short text hyperlinks or gray buttons. In fact, consumers are not easy to notice at a glance, and they are not interested in pressing them. If you switch to color emphasis and enlarge the buttons to remove redundant elements, you can immediately attract consumers’ attention. For example, the homepage of Spotify:
Although you can also press the “Free Play” button, the green accent color of “Get PRMIUM” makes it easy for people to notice at a glance, and then press it without thinking after receiving product offers and interest under.
In addition to being short and powerful (member login vs. login), a good CTA should also make consumers really feel good (login vs. free login) and make consumers feel anxious (login vs. login now).
Other Call to Action (CTA) Practices
In addition to using colors, fonts, animations, etc. to emphasize CTA buttons, you can also consider the following practices:
Place the CTA at the bottom of the page:
Doing so can guide consumers to take action immediately after reading the complete content of the article. By the way, you can also use the sidebar, slide-out animation and other methods to put the CTA in the most exciting and most important place of the content, and guide consumers to press it immediately when they are moved by the most exciting part.
Share CTA and subscribe to CTA:
For example, “Share to Facebook” and “Share to Twitter” at the bottom of this article can let more people know product/service information; and the four social media buttons at the bottom of this site, as well as subscription newsletters from other sites, etc. You can continue to provide consumers with your own information through social media or e-newsletter. Although they don’t necessarily allow consumers to consume now, they can keep customers paying attention and improve future consumption opportunities.
Primary and secondary CTA:
Like the above Spotify official website picture, consumers can choose from two options, not just choose whether to press the button. You can also consider placing slightly different CTAs in different positions on the page to remind consumers multiple times.
Whether you make any changes to the website, such as changing the design, rewriting the title, adding CTA, etc., they are actually based on certain assumptions and guesses. Consumers may not respond to them in accordance with your expectations. Therefore, we recommend that you prepare multiple versions, test and verify the actual effects of different versions, and then let the webpage officially go online.
In the past, to achieve the effect of web page testing, it may need to go through design drafts, drastically rewrite the entire web page, and wait for several months of testing time and the consumer interview process to get the results. There are many commonly used A/B testing tools, such as Optimizely, Google Content Experiment, VWO, Instapage, Vanity, etc. Most of them can work without writing code (or just copy and paste the code), and usually It only takes a few days to a few weeks to get results. Their operating principles are common:
- Set the target to be tested and produce different versions of web pages (these tools can automatically generate different versions).
- Evenly distribute website traffic to all versions of web pages. For example, if you have 3000 traffic per day and you need to test three different versions of the copy, then the A/B testing tool will allow each webpage to receive 1000 traffic.
- After a period after the test results, the A/B testing tool will generate reports based on the response of these flows for you to refer to the results and make decisions.
Provide online customer service
When consumers browse the website, if they have doubts about product information, prices, etc., or feel that the operation is too troublesome, do not know what to do next, and cannot find the answer by themselves, they will easily jump out of the page. Instead of allowing consumers to wait for the email response time, if they can install an online customer service kit on the website, or even provide an instant chat service, they will be able to eliminate their doubts as soon as possible and make them more confident to pay.
At present, the online customer service suite is in a state of contending hundreds of schools of thought. The more common ones are My LiveChat, LiveChat, zopim, Smart SUPP, Bold Chat, etc.
Of course, there are many ways to increase the conversion rate, such as redesigning the landing page, using smart registration forms, adding interesting pictures, etc.; and the four methods we have provided above are the fastest and most effective in our experience. The technical requirements are not high. When thinking about how to increase the conversion rate, the most fundamental thing is to understand what your consumers are thinking, think from the perspective of consumers, and use tools such as Google Analytics, Mix panel, Kiss metrics and other tools to track and analyze their behavior. Continuous improvement after expert design is the long-term sustainable and effective approach.