You did all the right things. You’ve created an engaging website, you’ve got great photos, and you’ve written clean sales copy. Yet your sales conversions are not where you would like them to be. Seems familiar?
Many business owners struggle with this same problem. While there are several things you can do to improve your conversion rate, there’s usually one missing piece that a lot of people overlook. User experience (UX).
The million dollar question is “How easy or difficult is it to become a client of yours?”
If your answer includes clicking a button, taking a 10-question survey, clicking another link that will take you to a video, watching that video to get a secret code that you need to text to a salesperson, before you finally get a calendar invitation that you then accept via email before someone calls you in 5-10 business days, you’ll want to rethink things.
Is this sales process overkill? Yes. But for many business owners, this impractical process is not that far off the mark.
Audit your payment process
You want to find the balance between the information you need and what the customer wants to give. So before you rewrite your sales copy for the 15th time, take a look at your checkout process and yourself a few questions.
How many stages and pages do you get your buyers to dance on? What is the price of your abandoned cart? How can you streamline the steps? How can you get rid of jarring steps or user frustrations?
All of the above will increase your overall conversion rate and increase your sales as a result. It’s also a good idea to bring in a fresh look to help you answer these questions. Find an outside consultant to review your order flow and follow the process from start to finish to identify areas to polish.
Creating a visually appealing, mobile-ready website is pretty common these days. But many stop there in terms of accessibility. But there are many other areas to consider.
Can you increase your font size to make your sales copy easier to read? Do you have audio options for the visually impaired? Does your website have a lot of text and is it difficult for people with learning disabilities like dyslexia to find what they need? What if a potential client does not speak English as their first language and prefers to read it in their mother tongue?
All of these things will not only improve your customer experience, but can also help increase your on-site conversions by tailoring the shopping experience to the end user. You never want to lose a customer because they couldn’t find their reading glasses and lost interest before purchasing your product.
Ultimately, it’s about helping your customer see the value and making it as easy as possible to do business with you.