Traffic Vs Conversions

I get asked every week, almost daily, “how do we grow our traffic?”
 
I work with a wide range of retailers, from Butchers, to Bakers to Candlestick makers, earning anything from a few thousand dollars to $10 million-plus. The answer is always a question:
 
What is your conversion rate? 
You see, there is no point driving traffic to a website that isn’t converting. It’s like renting a store, paying for the fit-out, spending lots of money on local advertising and ignoring the customers when they walk in.
 
                            💬 Brands spend just $1 on conversion rate 
                               optimization (CRO) for every $92 spent
                               on customer acquisition (Econsultancy)

 

Conversion rates vary, across the 100’s of retailers I work with, the good performers convert at 2% +

WARNING RANT COMING: On average instore conversions are at 30%, food retail at 90%, digital converts at 2% which clearly shows we are getting are doing something really wrong with this digital stuff.

Industry conversions

Conversions Rate Checklist ✔️

1. Imagery: Good product images get 30% more conversions. If you don’t have a graphic design team or you’re flying solo, here’s a quick canva hack to make your imagery more consistent. 

2. Product Page Copy: Write in the “voice of the customer”, look at your reviews, listen to your customers in-store and use their language on your product descriptions. Often we get very creative OR technical with our product descriptions; your product or service pages are your store.
Check out Oodie Product descriptions, for a great example of how it should be done.

3. Simple checkout: Reducing the number of fields on a form from 4 to 3 can increase conversion rates by 50%. Is your checkout simple? – too many buy options can be a distraction.  

4. Speed: having a fast website is so important that Google ranks you on it – here’s a tool to check your page speed.
 
5. A strong call to action: make sure your buttons clearly stand out, use colour psychology don’t use red (psychology of colour = danger)
 
 If you need any help grow your digital channels, get you set up online, or create content that connects, please do not hesitate to reach out, book a strategy session or a call with me.

City of Sydney Reboot Series⁠ 🗣️ 

I have been working with the City of Sydney and NSW Government Business Connect Program, to develop a series of FREE small business education webinars – we’ve had 3 so far, with the amazing  Naomi Simson, and Melissa Browne.   I delivered a session yesterday, on all things digital.  We have 6 sessions to go with leading experts covering social media, content, storytelling, and SEO, you can register with the link below and watch the previous sessions. Mine will be published tomorrow – I will send you the link next week.
 
 
 
Next session on 26th April 2022:  Content that drives clicks with Lisa Muxworthy, editor-in-chief at news.com.au. Hit the button below to register. 

Recommended Posts