12 Ways to Boost Your Conversion Rate

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Not all these ideas will work in every store, but several used together will help you increase the percentage of shoppers who complete their order (that is, "convert" from shoppers to buyers).

1. Create a sense of activity and energy with compelling graphics and text, or activities for visitors. If your site is passive, static, linear and, boring you lull shoppers to sleep.
2. Refer to your experience in the industry, time in business, and understanding of the field to induce confidence.
3. Use testimonials to create trust. Knowing that someone else found your product useful can often tip the scale towards a purchase.
4. Join third party watchdog organizations to identify yourself as a legitimate business.
5. Sell products in context. Provide product reviews or other descriptive information to support the sale. Provide a bulletin board or chat room where customers are speaking about your products.
6. Provide live sales support by means of phone or chat to answer shoppers questions. Or provide rapid e-mail support for questions.
7. Call for an order on every page. Make it very clear how customers can complete their order
8. Offer limited time specials, special gifts, or free shipping to give shoppers a reason to buy now.
9. Personalize your site so repeat shoppers feel at home and can find what they need easily. Make it easy for repeat customers to make purchases.
10. Sell known brands to build confidence and make the buying decision easier.
11. Provide multiple payment methods. Don't just take Visa and MasterCard. Offer American Express or Discover, too. Take online checks and COD.
12. Explain the ordering process clearly so newbie shoppers can find their way without confusion.

You'll find detailed information on all these ideas in the Store Design shelf of our Electronic Commerce Research Room (/search/cat.php?page=1&querytype=category&subcat=cd_Design).