How effectively increase the conversion via Digital Marketing?

Every optimizer should know about the basic methods of how to effectively increase conversion. In this review, we give basic methods, they are safe and do not harm the site in any way. However, they require testing and analysis. ”

We continue the series of articles on methods to increase conversion. These are not experiments, but site optimization with proven effectiveness of digital marketing. The conversion methods described in this article are completely safe. They do not lead to subsidence of the site’s positions, the outflow of traffic and an increase in the failure rate. We warn you that any changes made on the site require a balanced approach and testing. So, how to effectively increase the conversion on the site?

Remove all distractions
It is important to focus the user on one action and not distract him in the details. Analyze every page a user lands on the purchase path. Do these pages contain factors that may lead the user away from the purchase? The law of high conversion reads:

the more visual images the user processes within one page, the lower the likelihood that the user will make the right decision.

By reducing the number of distractions (irrelevant product offers, links to third-party resources, information not related to the product and purchase), you increase the likelihood of conversion.

On product pages or on landing pages it is recommended:

reduce or remove the menu
remove sidebars, large headlines, banner ads and irrelevant special offers that attract the attention of users
remove irrelevant or low-relevant, uninformative images
Analyze the pages and answer honestly which elements on the product page do not contribute to the conversion. Is it possible to remove these elements from the product page painlessly?

Consider Competitors
Each product has a competitor - direct or indirect. Studies prove that users conduct their own “investigation” before deciding which site to order from. They carefully study the sites from the issuance and those that are by ear, compare offers, advantages, benefits. Cases when users make a purchase / order from the site spontaneously are very rare. You can also check your competitors in Social Media like facebook and instagram.

Be proactive - compare with competitors before users do it. So you can guide the client to the right conclusions. Users are lazy. Typically, users compare options superficially:

Main characteristics
price
order / delivery / return terms

When you conduct a comparison with competitors, it is you who decides which advantages of the product / service / cooperation with you become the main advantages. You can justify the cost of delivery and goods (if it is higher than competitive) or, conversely, dispel doubts about the authenticity of the goods and low prices.

Work with risks and objections
Any online purchase presents certain risks - the order is delayed, the product arrives defective or of inadequate quality / does not correspond to the expected one, the seller turns out to be a scammer and so on. If the user evaluates the risks of ordering from the site as high, the transaction will not take place.

What factors reduce risks in the eyes of the user:

warranty - clearly defined warranty conditions answer many questions in the user's head regarding the inadequate quality of the goods.
return and exchange of goods - an additional page that reduces risks for the user. The visitor will immediately understand whether there will be an opportunity to return the goods / money in case the goods did not fit.

Use motivators
Various limiters increase urgency in the eyes of the user. Only 3pcs in stock, price up to ... until the end of the promotion / offer ...

Users are very skeptical of such offers, especially if they catch the site in a hoax (at the time the promotion ends, the price remains the same, after adding the product to the basket and placing the order, the same quantity of goods remains in stock and so on). All accelerators and limiters must be honest and reliable. This affects user confidence in the site.