To turn your visitors into paying customers, we need to increase your conversion rate. Let me give you an example: If you’re getting a hundred visits on one particular product page each month, and you have a conversion rate of 2%, it means that 98% of those visitors, or 98 people, will leave your store without buying anything. And at the end of the month, you will make two sales of this particular item.
But if we switch to a 6% conversion rate, it means that only 94% of those visitors are going to leave without buying anything, or that you will make six sales of this particular product.
It might not seem like a big difference, but here is how it adds up; if this product was $75 with a 2% conversion rate, you’re only making $150 a month from that product. Whereas with a 6% conversion rate, you’re making $450 a month from that particular product without increasing your traffic.
So how do we actually bring that conversion rate up?
We first need to look into the quality of your traffic. If you’re bringing traffic to your store that’s not relevant to your products, and if you’re showing your products to the wrong people, then these people are not likely to buy your products. To fix that, you need to go back to this essential exercise which is your customer profile. You can download a free workbook in the resource library to help you really get it right.
With this workbook and exercise, you will be able pick the right keywords to attract the right type of customers: the ones who are ready to click on the buy button!
FREE WORKBOOKS, CHEAT SHEETS, AND RESOURCES TO HELP YOU START, GROW AND PROFIT FROM YOUR HANDMADE SHOP.
The second element we need to look into is your product images, and that is the most important thing you can do online to get more sales.
That’s because people can’t touch and can’t actually see your products, and they’re buying according to what they see as product pictures. Therefore, make sure that you’ve got high quality, professional looking images. You can either take the pictures yourself or invest in a professional photographer, but make sure that you have bright pictures on a plain background to represent your products accurately.
The background could be white, black or colourful depending on your branding. It could be helpful to also include a few lifestyle shots to help your customers visualise the product and imagine buying, using and/or wearing it.
If you are not so sure about your picture, or you just want to have someone else look at it, I recommend you join us in our free Facebook community, The Tizzit Circle, where you can share your images with us. We will look at them and give you constructive feedback, tips and advice to improve them, so that you can improve that conversion rate.
You can also check out this quick tutorial video to help you get perfect white background, without using Photoshop or any complicated software:
Thirdly, you need to look into your product descriptions. Instead of focusing on the features talk about the end-benefits of your product for your customer.
So instead of saying:
“This ring is adjustable”
You would say:
“This ring adjusts to fit comfortably on any finger.”
I know a lot of you feel that if you can sell your product for cheaper, then you’re more likely to sell more of it. That makes sense to some extent, but it’s not always how it works.
Pricing should be a strategic decision, and cheaper doesn’t always mean more sales. It’s about your branding and the perceived value of your product in the eyes of your customers.
If you’re selling on your own online store, I have another article where I go more in-depth about the 4 key features that you should have on your online store to really boost your sales. These features are strategic elements that any online website or e-commerce shop, needs to have to make sure that they’re making the most out of their website and really optimising it for conversion.
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