Probably, one of the most important problems many membership site owners try to solve is how to increase conversion rates. It is good to have thousands of visitors to your site every day, but it is much better to have at least hundreds of buyers per day, isn’t it?
Today we are going to tell you in what way limiting users’ choices can help you increase conversion rates and why you should opt for it at times. We are going to analyze this issue from three perspectives: Time, People and Products.
Think of the time when people usually decide to buy online. Is it morning time or lunch break, or perhaps late evening period? There is one thing that unites the three aspects – the time is limited. In the morning your prospective clients are likely to be in a hurry because they have to get ready to work and leave the apartment as soon as possible. Lunch break is meant for having a short rest, and even if your clients decide to surf your site, they will probably lack time to go through the multiple choices you’ve prepared for them. In the evening people usually feel quite tired and exhausted after a long working day. So, they are very likely to watch TV or go out with friends instead of making decisions on purchases.
The number of tech savvy people is quite huge nowadays, but a great percentage of online purchases are made by users who still find it rather difficult to freely surf the Net. That’s why we suggest limiting the number of choices such users will face when buying online.
Analyze the products and/or services you have to offer. Some of them do not necessarily require detailed descriptions. Do not overwhelm your customers with too much information when a user’s choice is quite clear and simple.
And here comes the key question: how can I limit users’ choices in order to increase conversion rates?
And this is what we offer:
1. Reduce the registration form as much as possible. Do not require too many details when visitors have just come to your site for the first time;
2. Provide products overview only instead of presenting full descriptions on product pages. However, be sure to provide the option to see the full description if the client chooses to read it;
3. Give the users an idea of what they can expect to happen after they make their choice.
4. Do not misuse the cross-selling technique;
5. Make the site search quick and reliable;
6. Make sure the site navigation is clear enough;
7. Make the checkout process fast and simple.