Internet Marketing :: How to improve conversion rates

One of my clients, who has several high street retail outlets, is very happy with the millions of pounds of revenue it generates from its online store. But the conversion rate of the online store is a mere 2%. “What would you do with a bricks and mortar high street store that only converted at 2%?” I asked them. “We’d shut it down straight away,” they said. So, it seems that even traditional retailers are happy with appallingly low online conversion rates. Survey after survey reveals that the average online sales conversion averages between 2% and 3%; that’s dreadful. However, according to a new article on Internet Marketing I have just read there are online retailers achieving much higher conversions – around a normal retailer rate of 25%. So how do they do it? It turns out they don’t spend much of their effort on the online metrics. Many companies spend hours analysing traffic, tweaking keywords and so on, in a bid to improve conversion rates. However, the top retailers do much less of this and much more of getting to know and understand their customers. In other words, you need to spend much less time on the “Internet stuff” and much more time on connecting with and understanding your customers and their needs. Internet marketing is no different to traditional retailing after all.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »