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Fewer Clicks Equals More Success

Posted on 6.03.2008
Have you ever read an article about how to improve conversions, and the author says something like, "you need to turn browsers into buyers," to which you scratch your head, sigh and return to your regular tasks? Probably so. The reason this happens so often is there is little on the Web in the way of practical guidance on how to actually make those browsers become buyers. Let's change all that. One of the most effective ways to improve conversions is to reduce the amount of time it takes for users to get to the purchasing page. It's also one of the easiest.

Landing pages and search boxes are powerful ways to shorten the distance to a sale, so identifying the holes in our own marketing and merchandising on landing pages and throughout your entire site will show areas for improvement.

Landing Pages: Websites featuring immense product databases with tens of thousands of products should be linking directly to landing pages and allow affiliates the option to direct their own customers to custom pages of top-selling products in a specific category. This reduces the risk of your customers (browsers) navigating through many different products to find the one that initially brought them to your website. Designing, developing and promoting landing pages (especially on a massive scale) is time consuming, but the benefits of increased conversions are a motivating force.

Search Boxes: After your customers arrive on a landing page the hard work begins. While only a portion of users arriving on a custom landing page will be in true "buying" mode, granting quick access to refined information through search boxes is one way to turn the browsers into buyers. Functional site search has been shown to increase conversions dramatically as users are directed away from traditional search return lists and toward the products they are looking for specifically. Imagine, all it takes is removing a few clicks from the browsing process.

Live Support: Far from the norm, live support functionality on a website goes a long way towards reducing unneccessary clicks and improving conversions. If you're able to staff a team of live operators (either by phone or chat), they not only assist users to find the information they need when they need it, but provide an opportunity to build all-important trust with consumers, increasing the long term value of each visitor and customer.

Improving your conversion rate only slightly has a strong multiplier impact on your sales and revenue numbers and is the ideal way to take advantage of the traffic you already have today.
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