A Quick Story
Joshua sells footwear through his eCommerce platform. For three months, he could not sell more than three pieces in a month. Due to frustration, he decided to run some adverts on Facebook and Instagram for two months hoping it will boost sales.
Before the advert, about 500 people visit his eCommerce platform in a month. After the advert, over 4,000 people visited the website in a month. Due to the increase in the number of visitors on his website, he expects at least 500 people to buy on his website.
Unfortunately, he could only sell 10 pieces per month, which is a meager, seven more pieces before he spent on money advertising on Facebook and Instagram.
What could be responsible for the lack of sales he is experiencing?
There could be a few things wrong, but one that is pretty obvious is a poor conversion rate optimization. The best advice would be to consult a digital agency like Rockfort Digital.
What is conversion rate optimization?
I know conversion rate optimization (CRO) flies around the internet space. It is a commonly heard and noticed website concept. In simple terms, conversion rate optimization is simply motivating your website visitors to take the actions you want them to take. You persuade politely to take an action when the visit your website.
Your first start, in optimizing your conversion rate is to having clear action or actions you want your website visitors to take. The actions you want them to take must be distinctly clear.
The actions may be
- Sign up for your website newsletter
- Registering with an email or password.
- Sharing your content on social media
- Making a purchase of product.
- Chatting you up on WhatsApp
The actions are not limited to what is stated above. The business owner is in the best position to aptly state what the actions should be.
In Joshua’s case, the action is distinctly clear – to make the purchase of footwear. Unless the action is clear, optimizing the conversion rate is impossible.
Potential Customers Demography for Optimizing Conversion Rate
The majority of your customers definitely have some things in common. It could be that they fall between certain age brackets or they come from a particular location maybe they use a particular social media platform than the other.
Having demography of the people that already bought from you will give you an insight about people that could buy from you. The lack of demography of your present customers will hamper the optimization of the conversion rate.
The first mistake Joshua made was the lack of analytics of people that are already buying from him before the advertisement.
He should have found out the age range of his customers, the webpage on his website they made the purchase on, the platform that directed them to his website, the type of footwear they purchased, the type of device they made the purchase on.
All this analytics could have been used to set up a powerful marketing campaign. The analytics provides a good platform to look for a way to motivate the potential customers to make a purchase.
Conclusion
There are numerous things that need to be done to optimize the conversation rate. They all cannot be explained in this blog post. The first thing you want to do is to have a professional audit your website. We presently offering auditing website for N5, 000.
The audit gives comprehensive details about what you need to do improve your conversion rate. Then you need a web design agency to implement the plans in the details. Then you can start making your website visitors your customers.
