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    Tuesday, 10 December 2013

    Top 7 Errors That Affect the Conversion Rate

    Before talking about the Conversion Rate, we should explain what it is. If you are working in affiliate marketing or if you own an ecommerce store, maybe you should skip this part, although you might learn something new.

    The Conversion Rate refers to the number of visitors that are transformed in customers. The conversion rate can refer to many aspects. For example, a visitor of a website can open an account on the respective website, but he might open an account AND buy something. Of course, the second conversion rate is more important than the first one, as it refers to actual money, but the first one is also relevant, as it shows the success of the website.

    What is the accepted Conversion Rate? There is no answer for that. For example, a financial website that promotes credit cards expects a conversion rate of 1/1000, meaning that only ONE out of 1000 visitors would buy a card. However, in the financial affiliate business, this means a commission for the affiliate of 20-250$, which is the most consistent. A virtual store selling clothes will expect a conversion rate of 6-10/1000, but the commissions are significantly smaller in this industry. In simple words, the conversion rate determines the profit of a website. Here are some common mistakes that affect it:

    1. Huge banners segmented on different topics

    It is annoying for a reader to see a banner promoting a t-shirt, and another one promoting a casino on the same page, and this is why he will not click on any of those.

    2. Message that don’t express anything

    Messages like CLICK HERE! or “You will not believe when you read!!!!!” are considered spam by search engines, and by readers. A message that states clearly what the article or topic is about will get more results.

    3. Misleading Banners

    A banner promoting a t-shirt from a virtual store should get the clicker to the section where he could buy the actual t-shirt, not on a general category promoting t-shirts. The visitor would feel cheated, and he will probably close the website, never to return.

    4. Menus that are not segmented

    For a virtual store, having strict categories and classes of products is mandatory. Some webmasters think that they offer a “wide array of choices” if they promote different products on the first page, but this is misleading and confusing.

    5. The Product Page

    Sometimes, by having unique products, you can have a competitive advantage with the name of the item, and also with an unique photo. However, a photo camera called E210-CLR-xCVT might say something to some users, and the amateur photographers would probably want another camera that actually has a NAME.

    6. Buttons and Action

    Some Shopping Carts, “Buy Now” and “Add To Cart” buttons are small, and they might even have the same color as the background of the page. A product page, which is not clear and well structured, leads to the loss of many clients.

    7. Colors and visual elements

    Pink on a website promoting men’s bodybuilding accessories? It might look nice for a certain category of men, but the others would laugh and close the website. Make sure to choose colors based on your target audience.

    By following those simple rules, you will probably be able to increase the conversion rate of your website, and to have more sales.


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