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, investing heavily on local advertising and ignoring the customers you attract.
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 in-store conversions are at 30%, food retail at 90% and digital converts at 2%. This proves we are doing something really wrong with this digital stuff.
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.