As social ads and intent based marketing become more and more expensive, it’s more important than ever to start turning attention to what can be done to maximise the profitability of the traffic you have going through to your site.
CPMs are rising and with the new IOS updates, there are more and more barriers to your ad performance, meaning that if your ads are generating the same metrics as they used to (CTR, CVR rate), then it is still costing you more to achieve the same number of conversions regardless.
As a result, it’s important to turn your attention to your own site and implement a number of techniques that will improve the customer journey, increase conversion rate and raise the AOV (Average Order Value). In doing so, you aren’t leaving profits on the table simply because you haven’t made the necessary changes to make the customer journey as effective and efficient as possible.
So we wanted to take you through some of the key elements to be focusing on within your site.
Now, while these aren’t necessarily the answer to fixing every website’s issues, these are some of the most commonly overlooked issues which we almost always see dramatically increase a website’s ability to convert.
Once implemented, you’ll see compounding increases in performance for exactly the same effort!
Here's What You Should Be Looking Into...
- Speed Optimisation Of Your Site.
There are a number of softwares that will allow you to check out your site speed. However, a slow loading speed means a high bounce rate.
Some key ways to optimise site speed:
- Compress all images on site.
- Remove unnecessary banners or features on pages where they aren’t needed.
- Consider the platform where you’re hosting your site, be willing to change if need be.
Quite simply, the less you have on your site, the faster it will load.
The faster it loads, the less frustrated you customers will be, meaning they’re going to spend more time on the site looking at what really matters - Your products and why they should purchase.
But be sure not to ignore Mobile Optimisation. In this day and age, the majority of traffic is coming through a mobile platform, and with 3G elements, it’s easier for that loading time to be EVEN LONGER! Don’t let them have a negative experience during your main funnel.
This leads me onto the next point...
- Consider The Mobile UX (User Experience)
I doubt we have to tell you this but...
User Experience Is Key!
And as we’ve said, mobile optimisation is so often overlooked as a secondary aspect of the site, even though the majority of traffic often comes from mobile.
Don’t make those same mistakes.
Here’s a few questions to ask yourself:
- How easy is it to navigate the site on mobile?
- Is it easier or harder to buy than on desktop?
- Does the site feel cluttered?
- How long is it taking to get to the most visited/valuable sections of the site?
- Are all sections displayed correctly?
- Does it feel like an app style experience?
After navigating your site on mobile and seriously thinking about these questions you will very quickly understand whether changes need to be made.
If you are having issues, your customers are too!
- Conversion Rate Optimisation
The user experience heavily dictates the customers intent to purchase, so you need to be reducing the level of resistance to purchase. The key players in most niches make it super easy to buy from them, but do you?
Are you honestly giving your customers every opportunity to purchase possible?
Here’s a few things that you can/should have in place to help out…
- Specific Landing Pages built to match the quality and congruence of your ads so they head to your site with one purpose - to buy.
- Making sure the landing page is doing enough selling to ensure your customers know ‘why’ they should be buying from you and not heading straight over to Amazon.
- Sticky ‘Add To Cart’ buttons on your product pages, so they can purchase the moment that they’ve seen enough.
- Trust elements in the form of testimonials and social proof so that cold traffic isn’t inhibited by the uncertainty of your products being falsely advertised.
- Reducing the steps within your checkout process - Could you get billing, shipping and order information all on one page rather than three?
These are just some of the key areas of focus that can significantly help to increase your conversion rate as there are less frustrations with your site.
You’ve already done the hard work to get them there… Don’t fall at the last hurdle!
Now these aren’t a quick fix.
But the differences these will have over time may be the difference between breaking even and being heavily profitable.
Increasing your conversion through site optimisation should never be overlooked and always be a continuous process to ensure your customer base is receiving the best experience on site that you can possibly offer, so don’t wait.
If you want some advice, are interested to find out more or would even like us to audit your site and break down exactly what you should be doing differently then be sure to get in touch.