Three Digital Marketing Strategies That Will Increase Your Website’s Conversion Rate

Sales, sales and more sales. The dreaded word that executives dread. Some executives attribute their increased heartbeat to the excitement that comes with reaching sales goals and all the rewards and perks that go along with it. However, for other executives, the word “sales”, while it may seem like a pleasant term, can cause nightmares and goosebumps in their wake.

Because a company’s ability to sell is the key to its success, let me clarify that: all success for a company depends on its ability to sell. In the age of ecommerce, a lot of sales will be made via a company’s website. According to the Census Bureau of the Department of Commerce, the estimated U.S. retail sales via ecommerce for the third quarter of 2021 was $204.6 billion. This is 3.2% less than the second quarter of 2021.

With so many of a company’s sales coming through its website, there is still enough revenue that isn’t being realized simply because of some… let’s say, digital marketing mistakes. This article won’t be about some magic SEO trick that will fix all your ecommerce problems. SEO is an important tool, but it cannot help people find your site.

These three digital marketing strategies will increase your website’s conversion rate. They are designed to help you get people to buy from your site. Let’s not get into too much detail. Let’s move on to the tactics that will help you be a sales executive that smiles whenever they think about sales and dreams about sales instead.

Put your main feature first.

Are you a consumer and frustrated when you try to order the main feature of a company but end up looking at one of the featured products of that site instead?

I am well-acquainted with the milk marketing philosophy. If you are unfamiliar with the milk philosophy, have you ever wondered, “Why is the milk always found in the back of every grocery shop?”

The milk philosophy of marketing revolves around the idea that customers will be more likely to notice and be enticed to buy milk if they see other products in the back. This tactic works for me a lot. I can’t deny that it has worked well for me many times when grocery shopping. You are not the only one.

The milk philosophy works well for grocery store customers. However, it’s not as effective when customers shop online. According to a survey by 451research, 61% of U.S. consumers prefer websites that make it easy to find their products.

Let’s imagine that your company sells snowboards online. If you find that a snowboard is a most-wanted item on your site, it should be the first thing visitors see when they visit your website.

Contrary to what digital marketers might tell you, peripheral items should be featured above the fold on your website to increase sales. Consumers prefer speed and ease when shopping online. They want what they are looking for. You can highlight your peripheral items on your website’s shopping basket at the time or after a customer makes a purchase.

You must remember that conversions will increase if you give your customer what they want as quickly as possible. This will increase your bounce rate. Make sure milk is the first thing consumers see upon arriving at your site if they are looking for milk. Other items can be sold in the aisles, on specific pages or at the checkout – just like candy bars do in grocery stores (they got that one right).

Simplify Selections (UX).

Although this may seem obvious, you’d be amazed at how many websites make it difficult to purchase on their site. It is essential to secure the sale as quickly as possible to increase your conversion rate. This means that your visitors will be able to purchase within a few clicks as they can. Consumers will spend more time searching for what they want elsewhere than they do for the product they are looking for. This can lead to lost revenue for your company.

Do not allow your competitors to take your customers. Be proactive. Make sure your website makes it easy and enjoyable for users to use. This is especially important when you are making a purchase. The fewer clicks required to purchase something is the better.

In their book R.E.D. Marketing, former Yum! Yum! Ken Muench, Brands C.E.O., stated that “Relevance, distinctiveness, and a brand’s ability to be more accessible and appropriate for its times can make it more appealing, but only ease can – with a few tweaks – pull in your customers overnight.”

Your website’s ease-of-purchase will increase conversion. This will increase your conversion rate exponentially. It’ll also encourage customers from your competitors to convert and become your customers.

Be scarce

You don’t need me to say that humans are very mysterious. Sometimes, we find that things that appear very practical, such as buying something we are interested in or not, can be too difficult for our mental health.

Have you ever been on a date at a restaurant with someone who had taken the time to look over the menu but was still unable to decide what to order when the waiter arrived? If so, then you were probably the one who couldn’t decide on what to order. We’re all there.

Because we are wired to be pickier when there are many options and more determined when few, choices that should be easy for us can become difficult. Dr Robert B. Cialdini, an author and behavioural scientist, stated that a less-available item is more desirable and valued in his book Influence. The Psychology of Persuasion.

Knowing that humans are wired to value and desire less common things, you can help customers make decisions by allowing the law of scarcity to work for you. You can do this by telling your customers on your website that there is a limited product or service supply. Tension will create action.

Here are a few examples of how you can use the law of scarcity to your website:

  • Only 5 shirts left! Buy now!
  • Get 50% off when you upgrade your phone within the next two days
  • “We saw that you viewed these items. We only have 3 remaining stock.”

This could be called manipulation by some. Is it wrong if it helps customers make difficult decisions? That is up to the ethics professors. As long as you tell the truth, I don’t see any harm in creating tension.

It doesn’t matter if you love it or hate it; the fear of missing out (FOMO) is an effective way to incite the desired action. Fear of losing something is what makes us human. Cialdini said it best when he stated, “The fear of losing something plays a major role in decision-making.” People seem to be more motivated by the idea of losing something than they are by the thought that they can gain something of equal value.

Properly using scarcity tactics on your website can increase conversion rates because people are more likely to act on the fear of losing something rather than on the hope of gaining it. As a responsible marketer, it is your responsibility to make sure that the purchase of your product or service results in again and not a loss for the consumer.

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