You sell online and notice that the shopping basket abandonment is too high for the expectations that your marketing campaigns have created? If your advertising efforts invariably result in a low number of sales, it's time to turn the text around and realise how to increase the conversion rate with effective and tested strategies.
Come on!
How to understand the sales funnel to improve conversion rates
First of all, it's important to understand what "conversion rate" means. In simple terms, it's the metric that allows you to evaluate the performance of a given marketing action - from a email campaign to filling in a form or buying a product.
The formula is:
Conversion rate = (Number of customers who completed the action / Number of customers impacted) × 100
Practical example:
If you run a campaign to sell 1000 units of a product at a discount and only 50 customers make the purchase, the conversion rate will be:
50 / 1000 × 100 = 5%
To improve this percentage in future actions, it is essential to analyse the sales funnel - in other words, the customer's journey from first contact with the campaign to finalising the purchase.
Main obstacles to conversion
Within the sales funnel, barriers can arise at various points:
- Unappealing or poorly targeted campaign message
- Product without a competitive edge (price/quality)
- Complex checkout process
- Limited payment methods
But don't worry - with the right strategies, it's possible optimise each stage and increase conversion.
Digital marketing strategies to increase conversion rates
Here are some of the main strategies for increasing your online conversions:
Clearly define the intended action
- Delimit the target audience
- Know your needs and expectations
- Reduce the number of clicks to purchase
- If possible, allow immediate payment (e.g: payment by QR Code)
Create a need in your audience
- Position the product as solution to a real problem
- Offer discounts, coupons or exclusive advantages
- Use emotional copywriting and promote FOMO (Fear of Missing Out)
Invest in SEO
A well-written campaign is no use if your audience doesn't see it. SEO helps boosting reach of your message with:
- Relevant keywords
- Relevant, informative and high-quality content
- Strategic link building and hashtags
- Website and social media optimisation
The importance of user experience (UX)
A website with a good user experience is half the battle for higher conversions. Make sure
- Navigation is fast and intuitive
- The site is optimised for mobile
- Information on products, prices, deliveries and returns is clear
- O checkout it's simple, fast and safe
REDUNIQ solutions for digital payments
When it comes to payment, offer practical and secure options. REDUNIQ has two ideal solutions:
E-Commerce
- No membership or monthly fees
- Easy integration with online shops (including Shopify)
- Visa and Mastercard accepted
- Secure transactions with settlement within two working days
Pay by Link
- Ideal for those selling without a website
- Receive payments by WhatsApp, e-mail, SMS, Multibanco reference or MB WAY
- Personalised payment link and direct shipment to the customer
- Interface adapted for smartphones and tablets
Both solutions guarantee secure, simple and fast transactionsreducing friction at the most critical moment of the funnel: payment.
The importance of A/B testing to improve conversion
We close with an indispensable tool: A/B tests.
These tests make it possible:
- Compare different versions of the same element (buttons, images, colours, layouts, headlines)
- Realise which ones generate better performance
- Adjust your site based on real data, not assumptions
This way, you can optimise your site's conversion rate continuously and effectively.
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