Conversions ‘can be upped by looking at website message, usability’ by Kate Billinghurst
E-commerce website owners looking to increase their conversion rates should consider looking at the message of their sites, as well as their usability, it has been suggested.
There are a number of ways in which retail website owners can increase conversions, according to one expert.
Michael Stearns of Practical eCommerce suggested that marketers consider the message that their website conveys, as well as the overall user experience it provides.
“Without spending any more money you can likely increase conversions by honing your message, making sure your site follows best practices for web usability and determining how your site stacks up against your competition,” he remarked.
It can be a good idea to come up with ways of encouraging shoppers to buy more items on each visit to increase the size of the average order made, such as through free postage when a certain amount is spent and quantity discounts, Mr Stearns said.
He went on to note that other tactics include making product recommendations while customers are on the site through cross-selling and stressed that it can take time for the results of such changes to become apparent.
According to a recent report from ForeSee Results, the use of free shipping as a marketing tactic is becoming more common among online retailers and customers who remember sites offering free postage are more likely to be satisfied with those stores and make repeat purchases.
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