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Sales Conversion

Sales Conversion

Sales conversion is a term usually associated with e-commerce websites but in reality once you have defined what exactly you mean by a Sale, the term and relevant techniques for improvement can be applied to any website. Your goal or ‘Sale’ on a website that hasn’t any products for example may be simply to fill out an application form or click on a link as a referral. Before you can improve your websites sales conversion then, you need to firstly identify what a Sale is and how you are going to measure it.

Without doubt, it is a lot harder to close a sale on the internet simply because there is no face-to-face contact and only certain types of pressure and forms of persuasion can be placed on the customer. It is widely accepted that a typical sales conversion rate for an e-commerce site is a surprisingly low 2-3% - there is however little corroborative evidence to back this up and this figure should be taken more as a statistic. This being the case, it is easy to understand the need, market and desire to convert more visitors into customers – this can be done … but not easily. Sales conversion should be viewed as a long-term project and not an overnight fix, because improving sales involves analysis, it involves research and some trial-and–error with website layout and various sales conversion techniques.

Saxon Websites™ can help you with your sales conversion because we have the tools and experience to make it happen. Not only do we map your visitor movements from page to page, we map which links they click on and how long they take reading your content – this helps us understand what is wrong with your layout and we will proffer solutions based on real figures. Sales conversion is not an exact science so we have a number of sales conversion techniques that we can use and will advise you on a way forward, a way that is tailored to your needs and right for your website – come and speak with us … our developers have years of useful sales conversion experience.


Understanding Sales Conversion

Sales conversion is measured by conversion rates

The efficacy of sales conversion is measured by the sales conversion rate, a common term familiar to most website owners and is defined as being the percentage of website visitors that complete a websites recognised goal – this maybe a product purchase or possibly membership registration depending on the type of site. It is fairly easy to determine the sales conversion rate for websites that are trying to generate an on-site response but more difficult for those attempting to generate off-site responses like making a telephone call or additional footfall to a city centre store for example. The only real way of determining the effectiveness of your efforts at increasing the sales conversion rate for these off-site examples, would be to solicit the customers entering the physical store or making the phone call – quizzing them about their referral status.

Research your visitors in order to increase your sales conversion

Once you have defined your goal, you will be able to accurately determine your websites sales conversion rate, provided that is, you have the means to calculate how many visitors your site is acquiring. There are several ways of achieving this and several definitions of what an actual website visitor is, so be careful. Research on the types of website visitor attracted by your site is essential here. You do not want, for example, to spend time and effort in trying to make a sale to someone who isn’t interested in your product and has landed on your site in error. Google analytics is very useful for this purpose and ‘analysis software or scripting’ should be installed if not already pre-integrated into your website.

Good website analysis helps increase your sales conversion rates

Hopefully by now, you have been able to identify your targeted customer and have accurately determined a sales conversion rate. This is your benchmark or starting point. Your next step should be to decide on a method of increasing your newly calculated sales conversion rate – but you can’t do this unless you know where things are breaking down or going wrong. More analysis is required – this time to track customers through the site and see what they are doing and at what point they abandon you. Increasing your sales conversion takes time unfortunately but can result in great rewards in the form of increased revenue and more targeted visitors, because every sale you make is an advertisement in its own right and a potential referral.

When you decide to get help with your sites sales conversion, ensure you go to somebody that has experience with e-commerce websites. It may be that your particular goal is not a product, but the under-lying methodology is the same and most e-commerce website designers’ deal with sales conversion problems as part of their daily activity – they are most likely to possess the sales conversion experience that you need.

Increased Sales Conversion – Typical Examples

There are many ways to increase sales conversionCompany A called us and asked to help them increase productivity, their website was not performing even though they had a number one position in the search engines. Analysis of their site showed clearly that although customers were placing products in their basket (which indicates an intention to purchase), they would often abandon and leave the site. Further research showed exactly where they were leaving and the solution was to offer a ‘purchase without creating an account’ option. This websites account creation form was off-putting and when the obstacle was removed – they saw a marked increase in sales conversion.

Sales conversion techniques are website dependentCompany B contacted us to investigate why their sales conversion was dismal when similar sites boasted good, healthy revenues. We installed Google analytics on their website and returned the following week. Our data highlighted an important problem that was overlooked in the design process. They had installed an attractive slideshow in the header of each page – the problem was that it didn’t work in Internet Explorer (represented around 60% of their visitors). Our analysis showed virtually all visitors with the browser leaving early. A bit of CSS soon cleared up the problem and their sales conversion ended up a lot healthier.

Contact Saxon Websites™ for sales conversion adviceCompany C was actually big in the US and they didn’t even know it. They asked for help and it was soon apparent that the bulk of their visitors resided in the US. The company hadn’t targeted the US and only provided the option for UK shipping. Once their shopping cart was reconfigured, they enjoyed a big sales conversion increase and now trade globally.




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