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Fulton Bank
Fulton Bank

How to improve your small business website conversions

If you want to increase sales on your website, you should not only focus on traffic but also on your conversion rate. Conversion rate is the number of visitors to your website that complete your desired action (buy a product, download a form, etc.) out of the total number of visitors. So if you have 500 visitors to your website in one day and 50 purchase your product, your conversion rate is 10%. Here are five simple tips to help you increase your conversion rate.

Use simple and concise language

It is important to use clear language on your site and avoid jargon. Customers should be able to easily understand the products and services you sell when they visit your website. You should provide as much detail as possible about your products and services to encourage customers to decide on the spot. If they need to visit other sites to get more information, they may not come back to your site to complete the purchase.

Keep your website up-to-date

Trust is important if you want a customer to purchase from you and maintaining an accurate and up-to-date website is a key way to build that trust. Make sure your site is functioning properly─- links are working, images render correctly, and all contact information is up to date. Your privacy policy, terms and conditions and any other relevant information for their desired action (like shipping information for purchases) should be easy to find. When users have a positive experience on your website, they are more likely to trust your brand and business which will lead to an increased conversion rate.

Offer payment options

If your desired conversion is for the visitor to make a purchase, make sure that you have different secure payment options available. This will ensure a wider target market. Many customers will abandon their purchase if they find that your site does not accept their desired payment method.

Allow returns

People feel more comfortable completing a purchase when they know that they can return the product. The more favorable your return policy is for clients, the higher your conversion rate will be. Take some time to consider reasonable return policies for your business and make sure you display the information prominently.

Test different strategies

Testing is an important part of improving your conversion rate. Consider using A/B Testing, also known as split testing, to help you determine which aspects of your content influence conversion for visitors. To complete an A/B Test you will need to create two versions of a webpage to compare which performs better and delivers a higher conversion rate. It’s best to start small and only change one or two elements like a headline or image so that you can easily determine which piece of content is truly impacting the conversion rate. If you change too many things, you won’t have a good understanding of what worked.

Knowing what your conversion rate is and continually striving to improve it is an important aspect of online business. Implementing these strategies can help improve your website and conversion rate, leading to increased profitability.

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