Boosting the conversion rate of your WordPress site is about making tweaks to modify it into something that visitors prefer. When less is placed in their way, they’re more likely to convert from a visitor into a buyer. Here are a few ways to supercharge your WordPress conversion rate.
Implement a Pricing Table
A pricing table allows a website owner to present several tiers of a product pricing. The first tier is usually a low-cost version with fewer options. The second tier sits in the middle in terms of pricing, features and other benefits. The top tier is the premium option with all the relative bells and whistles included.
It’s true that by using a WordPress pricing table plugin, it’s possible to not just display the current price, but also highlight the features included in each product version or tier. Visitors can quickly scan through the feature list and compare the pricing to see which option hits their sweet spot.
Conversion rates are improved when using pricing tables because some buyers will upgrade to a better version if it’s a modest increase in price; something around 20 percent. Companies receive a boost in revenue without incurring significant extra costs for providing a better product. Similarly, a high-end version with every feature thrown in is an excellent way to reel in customers who are fishing for the best of everything.
Optimize Your Site for Speed
Customers abandon websites that aren’t loading fast enough. While improving your hosting package is one way to go, if you have a poorly configured or overloaded WordPress site, then you’ll not be helping your conversion rate.
Start by checking your site using the Google Page Speed or Pingdom tools. These give you an idea about the current speed of the site or often provide tips on how to make improvements. You want to have GZIP installed to compress your site’s pages down so that they download faster to the web browser. Check this by clicking here.
Using CloudFront or another content delivery network helps sites load static information like pages and images from the closest server to get around bottlenecks. Also, ensure your site uses a caching plugin that optimizes the site for speed.
Streamline the Design and Shopping Cart Experience
Streamline the design to get more content above the fold. It brings visitors right into the action almost immediately. Rather than being shown an oversized header image or photograph relating to the top of the page, it would be wise to skip it.
Trim down the header and navigation to take up as little space as possible. When scrolling down, see if you can use a WordPress menu system that minimizes the menu if it still hovers over the top of the page. You should want as much of the page’s content visible as possible.
Make the shopping cart more efficient. Remove unnecessary steps to completing a purchase. Test different implementations to balance information collection vs conversion rate.
Plan Around Different Visitor Types
Think about what the visitor wants. There are several different types of visitors coming to the site. Create a structure to your content that incorporates these different customer personas.
For instance, there will be people who want to see the main benefits of the product in bullet-points and a bold Call-to-Action button up top for them to complete a purchase quickly. Then there’ll be other customers who need more information and will work with the pricing table to decide from there.
Other customers who need more time and a greater amount of information will begin to move down the page to learn more about the product. They require additional background information about why the product is right for them. As they move down the page, the density of the product information increases. Presenting things this way gives the least information at the top for rapid-fire buying decisions and the most information near the bottom for people who need considerable persuasion before pulling the trigger.
Don’t Ignore the Mailing List with Expensive Products
While many site owners don’t mentally connect a mailing list to conversion rates, it’s a reality that many customers require multiple touchpoints with the product before they’ll consider buying it. The higher the price tag, the less likely they’ll be receptive to buying the product on the first visit. How can you improve your site’s conversion rate in this kind of situation?
The best way to deal with this is to move to email marketing. At that point, you need to focus on creating a relationship with the potential customer. Offering them an opt-in to get them signed up and not pushing the sale of the product as much will double your subscription rate. From there, you can educate them via email on the topic the product covers and expand on how your product has helped other customers already. By providing useful information and advice, customers don’t feel they’re getting the hard sell and come around to the idea of purchasing a higher ticket item.
Once you have the site fixed, the conversion rate will increase dramatically. If you’re still finding that your conversion rate optimization isn’t that great, look at some plugins like Optimizely or use the Google Tag Manager to track visitors, actions and conversions more closely. The Tag Manager is free and provides useful insights to webmasters to tweak the site more.
How can you increase website conversions on WordPress?
- Offer a pricing table
- Optimize your site speed
- Streamline the design and experience
- Plan with different types of customers in mind
- Utilize the mailing list
Topics: Sales & Marketing