What helps the most beautiful web shop if the visitors buy anything? Given to rhetorical questions
bring those the Central need of good conversion rates directly to the point. These include namely what actions were how often triggered by visitors of the website. This can range from the simple registration to the newsletter up to the number of successfully completed order processes. The data can show much more closer look but as purely statistical values. About
read out, get off at where potential customers from the order process,
or which areas of the site too little to the attention of the visitor to
penetrate on the way. A high conversion rate thus also means that visitors and customers actively using a Web shop.
What is a conversion rate?
All changes of behavior as a conversion will be settled in the marketing field. If someone enters a store and buy something, he will automatically by the applicant to the buyer. This change of status is already a major conversion.
In online shops, classic conversions are the new application of a customer or the registration for the newsletter. The
conversion rate is ultimately also a measure of the success of
different offers and allows to provide guidance as to the optimal design
of the pages. So a site can draw conscious
attention to important information to to take a desired action - in a
real store, a seller would take over this role. Now,
it comes to lead the interested parties as possible comfortable by
offering and ultimately to be welcomed at the virtual cash as new
customers. While an optimized order process leads
in the long term to a significantly higher conversion rate, because the
buyer can collect many positive impressions about the web shop. That should apply also to guest shopper, so buyers that want to open not have a customer account and still place orders. A happy shopper today finally might be the regular customer of tomorrow.
Options on the way to the better conversion rate
Especially
here, designers reflect on the basic credo of "Less is more" and
solutions in the first place simply and clearly make the surface of
their E-commerce. The faster the visitors found their way, the more he is motivated to browse on the pages. Also
the length of stay of visitors to a site can be on hand of a conversion
rate rise, an important value for the first steps of optimization. Each
operator of a Web site should opt for individual measures and
specifically point out this in by a striking colour background. In
online shops appear such as the button to register as a new customer
often clearly in the foreground and motivate in addition by referring to
other advantages. Too intrusive approaches but rather cause the opposite effect. Therefore,
an accomplished designer should take before the final color of a
professional online shops a look at the future pages. You won't just advance small but significant weaknesses.
More than just a truism is that good content significantly increase the length of stay on a Web site. The best design can never cover up missing content and will move a visitor to the return. But also the direct path to the desired information is important. The
search effort is low, more of the visitors of the Web shop is to the
actual buyer - that is an important conversion characteristic for many
more decisions. Should be given to the so-called landing page special attention. This is not necessarily to the home page of the site, individual categories of Web shops can be equipped with a landing page. These pages will inform the visitors about the category in the first place and familiar with further developing of the site. The
landing page is the personal invitation to each user and also often the
first page when you call of the shop from search engines or ads to
actively use the Web shop.
New customers want to be rewarded by the way always in any way, only making many buyers in addition to regular customers. What sounds very hard at first can be cost-effectively put to often with a few steps in the practice. Particularly
a short and uncomplicated ordering method ensures a high conversion
rate, in this area, many online shops lose a lot of potential. A
more easy-to-implement reward is the use of so-called guided selling
systems, where to each article also suitable alternatives are offered. The
personal is the selection of the products at the request of the
visitor, the likelihood of an actual order from the range of online
shops is higher.
Why are good conversion rates so important?
The closer inspection of the data allows to find out when and why visitors leave the web shop. So optimization measures can perform targeted to increase the length of stay of customers and prospective customers.
Once
again for the record: conversion rates are information about how active
visitors take advantage of the various offers of online shops. This a small increase of the conversion rate can lead to a substantial improvement in the overall results. However, the expectations should be in a realistic range. Good conversion rates for online shops are mostly between characteristic values from one to five. For example, a value of four means that out of 100 visitors to the website four actually make a purchase. If you look at the varied range of online shops, this is already a very good value. While
in real shops, a trained salesperson communicates directly with the
potential customer to initiate a purchase, the shop itself must assume
with high-performance E-Commerce this task solutions. The
use of modern communication services, which should offer more than a
classical fan site in a social network is popular and efficient. Especially
direct services such as forums or the possibility to evaluate purchased
article and comment regularly provide good conversion rates. Open a shop for the concerns and experiences of customers presents itself, the more a visitor is to the customers.
Conclusion: Conversionoptimierung as an ongoing process
The improvement of communication between Web shop and visitor directly affects the actual success of the offer. It should be that the Conversionoptimierung is an ongoing process and must be checked thus repeatedly considered but. There is no the only correct and forever valid approach, because the taste and the needs of visitors constantly change. Experienced
shop owner check current conversion rates so several times in the year
and try conclusions about changes from it or in time to make predictions
for the future. Even small changes in design or page layout can have a large effect on the overall success of the Web shop
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