Not all websites sell something, but those that do face the challenge of changing visitors into buyers. This is called “conversion” and this article addresses ways to improve your conversion rate.

Even if you don’t sell anything on your site, all websites can benefit from most of these suggestions.

There is a process or sequence most websites go through. First, of course, is designing and building the site. But once it is up and running, it does no good if nobody goes there. So the second step in the process is often to increase traffic. We have worked with many of you to optimize your sites to improve search engine rankings. And most of you promote your site in other ways as well, such as offline advertising, email blasts and newsletters, speaking engagements, articles, etc.

After going through all the above, you probably have visitors coming to your website, but now you face the challenge of conversion. How do you get those visitors to take the next step and contact you to buy your product or service? Here are some tips to improve your chances. (I will be happy to speak with you in more detail about any of these.)

1. Know Your Unique Selling Point

Your unique selling point is what sets you apart from your competition. If a visitor goes to several sites looking for a product, why would they decide to buy from you instead of someone else? Great customer service, low prices, products that can’t be bought elsewhere, free delivery, great support – all of these are competitive advantages. Tell your users what yours is, loud and clear.

2. Be Helpful

A good site will include information. A poor one is only an online listing. Information (articles, advice, reviews, etc.) helps the user early in their buying process. Users start with research online, just as they do offline. If you can make contact with the user at that stage of their process, and give a favorable impression and useful information for their decisions, there is a good chance they will come back and buy from you when they finally decide to make a purchase.

3. Make the User’s Life Easy

The more difficult you make your web site to use, the less people will buy from you. Here are some items to remember:

• Make the most important information visible “above the fold.” Don’t force people to scroll or hunt for an important button or link. Make it obvious and visible.
• Make sure your site runs on all major browsers. Some sites run fine on Internet Explorer but can’t be viewed properly on Firefox or Safari. Not everyone uses Internet Explorer.
• Be wary of technology that is not universal, such as Flash. A website built entirely in Flash is fine only if you know your target market is going to have Flash loaded.
• Be careful about adding levels and clicks that slow the visitor down, like too many steps to get to the desired information or forcing the visitor to wait through a long intro page.

4. Offer Different Payment Options

It might sound obvious, but you should offer the user a reasonable selection of methods of payment. Not everybody likes to use a credit card, especially online. Accept checks. Offer PayPal. Make the user’s life easy and give them alternate ways to pay you.

5. Keep the User Informed

When somebody buys something online, they want to know when it’s going to arrive. Give them an estimated delivery date. Tell them up front how long shipping generally takes. Emailing them when their product is dispatched is great. Keep the user informed at every step of the process, before and after sale, about as much as you can.

How will this improve your conversion rate? Leaving the customer happy once they have completed their purchase means they are more likely to speak favorably about you later. They may even recommend you to their friends and within online communities. They are also far more likely to buy from you again.

6. Have a Clear Return Policy

Returns on the web are, and are likely to remain, a major issue for consumers. With a bricks and mortar shop, the customer knows where the shop is and that to return the product they simply have to go back there and explain the problem. With the web, this is more of an issue. Users are impressed with sites with a good return policy and are more likely to buy from them. Give the user plenty of time to return things. 30 days from the date of delivery is a good guideline.

7. Help the User Trust You

Most people are still cautious when buying online, and rightly so. It’s important to give the potential customer every reason to trust you. A phone number is a good start. Showing a privacy policy and explaining shipping procedures clearly can also help the user to trust you. If you have a SSL certificate, show the “VeriSign Secured” logo to the user.

Design and content also play a part in trust. A poor design gives off an unprofessional feeling. If a company can’t afford a decent website, or won’t spend the money on it, how can a user be sure their order will be treated with the importance it deserves? If content is inaccurate or badly written, the same thing applies.

8. Be Clear, Open and Honest

If you have a product that is out of stock or already sold, say so. Few things annoy users as much as reading all about something they want, only to find out it isn’t actually available. The value of clarity and honesty cannot be overstated. Be clear and do not misrepresent your business in any way.

There are other things we can do to get visitors to trust you, enjoy returning to your site and moving to the next step of buying. These include interactive options such as chatting with you online in real time, offering a staffed phone number, and providing games, jokes or other entertainment, to name a few. The bottom line is you are trying to make your site interesting and trustworthy and of course, easy to use.