Plugging any leaky gaps across your website where you could lose your users to confusion or a poor user-experience means you have a better chance of getting more sales from your website after they land on it.
After all, these users are already ‘warm’ and ready to hear more about your business, so don’t waste the opportunity to point out that they can buy from you.
However, I see time and time again the same mistakes being made with website users who are worried about seeming too “pushy”, like confusing users with their offer or giving them a poor buying experience.
It’s hard enough convincing users to buy from your website what with the average shopping cart abandonment rate being 70% but I have some ideas that can help.
In this post I am going to cover the most common ways you can help convince a user a buy from you, without being too pushy, and ensure that you convert to sales the traffic that you have worked so hard to get there in the first place.
01. Say what you sell on the homepage
It seems really simple when you think about it, but actually having a clear image of what you sell (whether it’s products or solving a problem) on your homepage can help you users make that quick decision as to whether you are who they thought you were when they clicked on your website link.
It’s one of my top three recommended ingredients for getting a homepage to convert.
If you were selling jewellery and yet your homepage had an image of flowers because you were trying to be clever, it could confuse the user. It takes less than 50 milliseconds for your website visitor to judge your website, so by not explaining in words and images what you sell you might lose the user.
Pandora has such a strong brand that they don’t have to mention the words jewelry and charms in the header, but in case a user didn’t understand what the site sells, they show their product in a clear and unmistakable way as soon as you land on the homepage.
Crunch offer a service that isn’t so tangible to look at. The sell online accountancy services so it’s hard to do a photoshoot of that!
Instead they rely on a clear headline and showing an image of the people they help (albeit in an illustration). If you can reflect the people that you help back to them when they land on your website, you can convert them.
02. Add product or service keywords to the menu and page titles
Again, this seems simple but I see a lot of website owners tend to opt for the classic one-word menu item in a bid to save space.
By writing ‘Services’ you give a small clue to the user that you have a service to sell but by using ‘Dog Walking’ you actually say what it is. All of these visual clues help the user decide if they will stay and explore your site.
It’s the same as when product websites just have ‘Shop’ or ‘Products’ as a menu item. You’re not giving any clues here and could lose your user as they’re doing that split-second judgment.
Vans do it right here by defining that they have ‘mens’, ‘women’, ‘sk8’ and ‘skate’ and ‘jackets’ products on their menu.
03. Look trustworthy with an secure domain
Over the years, website users have grown weary of having their data stolen and credit card details hacked via online shopping and so look to visual cues to validate any concerns they have about doing business with a website.
One of the key reasons for users abandoning the checkout process on a website is because they didn’t trust it with their credit card information.
Users look for trust icons, general design robustness and they look to see if the website is secure by whether it has a padlock in the address bar (or not).
“Secure” means that it has an SSL certificate installed (meaning the domain has been verified) and so users should be reassured that the site will handle their card data securely. This is because most, if not all reputable payment providers won’t let a site accept payments unless they have one.
Even Google prefer domains that have an SSL, deciding way back in 2017 to rank sites with a secure domain above those that do not.
If you’re a non-transactional website and you don’t have a secure domain, then consider contacting your host and sorting it out. It will build trust with your site users and also improve your standing with Google.
04. Use video to sell your product…or yourself
With some products, you need to show them in action or the people they can help to really sell it. Products that work on the spot or provide an instant result would be great to showcase in a video, as are products or services that may need some explanation.
Having an “explainer” video on your site can certainly help to improve conversions and 83% of video marketers say video has helped them generate leads.
Raspberry Pi is a great example of a site with an explainer video. It’s a product aimed at beginners and kids to teach coding but it needs explainer and seeing in order to “get” it in a way more than a picture could show.
But it doesn’t have to be anything too fancy. You could even create a video of how to use your website like Zappos:
05. Get more sales on your website by offering free shipping
Users aren’t fans of not seeing what the true price of your products or services are on your website and so want to see the true price of the goods they are paying for…including shipping.
This is why free shipping works so well as a conversion tactic, because you are giving the true price of what the user will be paying for as early as when they are browsing the products and 64% are already thinking about free shipping costs as early as the product page.
No hidden cost, no hidden fees and seems that 75% of consumers expect free shipping!
Be wary of just adding the offer into the banner though, as users have trained themselves away from looking at that area of the website (it’s called banner blindness) and instead ensure that it’s details near the buy button within the product page.
If you cannot offer free shipping for whatever reason, consider providing it if a user spends over a certain amount. It’s such a powerful tactic that Sitepoint enabled free shipping to their site and managed to increase conversions by a whopping 50%!
06. Simplify the checkout process
A study by the Baymard Institute detailed that 21% of shoppers abandon carts because of too many things to fill in and submit.
It’s common for a user to have to update a cart before then being taken to the checkout and when they’re there, there could be then expected to add info for billing, shipping and payment.
The more steps you take a user through, the more likely they are to abandon the checkout process. In fact, according to more Bayard research, the average checkout displays twice as many forms fields as needed.
Adopting a ‘one-page checkout’ option is a good antidote to this if your current checkout doesn’t have it:
The same can be said of any lead gathering you are doing on your website i.e. queries to book calls or leave an email address with you. If you can simplify the process (so only asking the bare minimum info) you can get more sales on your website without seeming pushy, just useful.
08. Clearly display product reviews and testimonials
63% of customers are more likely to make a purchase from a site that has user reviews which is great because you don’t have to do the selling and instead leave the praise and feedback form your customers.
We buy based on the opinion of others and so if you are not sharing what previous customers though if your products or service, you’re missing a chance to build trust with your prospects.
You can use services like Google and Facebook to collect reviews and then embed them onto your site using a tool like reviewsonmywebsite.com for free.
Even if you think you can’t do this because you have bad reviews, then I have good news – as long as you don’t have too many, bad reviews can actually help improve sales conversion on your website!
Not everything I’ve included above will apply to you and your own business website, but I bet there are a few things that you could think about implementing to get more sales on your website today to help improve sales conversations and sell more stuff.
Have you tried any of the suggestions above?
Or do you have some great ideas I haven’t mentioned that have helped you to sell more stuff on your website in a non-pushy manner?
Tell me in the comments below and thanks so much for reading!