A very basic starting point for optimizing the conversion rate is usability optimization. For a conversion to take place at all, the visitors to your site must first find their way around well and quickly: The easier and effortless it is for a prospective customer to find his way around your site, the better is the usability and thus the satisfaction of the customer. The likelihood of him converting is increasing.
According to the PwC-Study factors such asefficiency and convenience are very important to 80% of B2B customers for their customer experience – they would even be willing to pay more for them.
Instead of questioning one’s gut and simply start testing, one should conduct a in-depth analysis of the most promising optimization measures and proceed in a structured manner (see chapter 2). There are various test procedures for usability optimization. You should go through this first and only then decide whether conversion boosting is worth it here! A detailed usability test guide is available from TestingTime. The following starting points are often worthwhile:
Performance and loading time
In our fast-paced world, online users are showing little patience, as TruConversion shows: 83% of us expect a loading time of less than three seconds. On the other hand, the average actual loading time for online shops, for example, is 10 seconds! Here is real conversion potential: An improvement of only one second can increase the conversion by an incredible 7%.
OOnline users want to find their way around quickly. The key to this is smooth, transparent and intuitive navigation with a clear structure and no surprises. Meeting the expectations of visitors is the key to high conversion rates.
Orientation on the mainstream: Even if it seems counterintuitive, in this case it is worth swimming with the current and orienting yourself to the common structure of websites in your industry. Also helpful are appropriate headings and descriptive images for categories, compact teaser texts or progress bars when going through processes such as the checkout in online shops.
An example: at thomann.de, a popular online shop in Germany for music supplies, not only the products themselves, but even the product categories are illustrated.
We know from ourselves: While searching for information, products etc., we are spoiled by Google. If we are not conducting a scientific research, we will most likely only look at the results on page 1. If we do not find what we are looking for here, we will rather start a new search with other terms than clicking on the next page. We have transferred this behaviour to other websites and services. For example, 40% of visitors leave online shops immediatly if they don’t find the product they want right away. A real conversion trap!
Finding instead of searching:Equip the search function with precise filters and suggest meaningful search terms directly during the input. If the searches of your users are successful, you will not only benefit from high conversions, but you will also be able to continuously optimize the search and even your offers: Because frequently appearing terms often point to a trend.
An example: Again Thomann does a lot right here! The online retailer gives practical tips for the most goal-oriented search processes as possible – a real added value for the users, even beyond your offer!