You expend considerable resources in terms of time and money attracting visitors to your website, so why stop there? High conversion ratios are the measure of a successful eCommerce venture.

I don’t know the exact statistic for average shopping cart abandonment, but I can reasonably assume its way up there – across the board in every industry. Finding that right ‘call to action’ is every marketer’s dilemma. In sales, we all know that prospects buy from reps they know, like and trust, so how can you use that knowledge (online) to increase sales?

Security

At the top of the list is security. How secure do your prospects feel placing an online transaction with your organization? I think the majority of prospects shop with ‘branded’ companies – meaning those companies that are already highly recognizable. Seriously, if you’re shopping at Amazon or Barnes & Noble, there’s a heightened perception of security, but what if you’re shopping at xyaz2f.com?

If your site is backed by a brick and mortar presence, that also helps – I think because it demonstrates financial stability. At least the prospect knows that you’re not a one man show operating out of your Mom’s basement. Factor in TRUST.

Is your site secured with an SSL certificate (lock icon)? I’m still amazed how many sites I see selling products or services without this. No lock icon = no sales.

Value

Does the product or service you offer provide value to the prospect? You obliviously think so, but how is that value presented online? It begins with a professionally designed site. Nothing will send prospects packing faster than a poorly designed or difficult to navigate website. Getting from point A to point BUY has to be easy, fast and COMPELLING.

Reachability

Does your site have contact information? I mean like an address and a phone number. Business identity is important, especially if you’re not highly branded. No contact info = no sales.

Increasing Conversion Ratios

There’s no real secret here – demonstrate security, promote trust, project value and be reachable.

I guess this is true. A brief look into it though.

Testing is the main brick for any conversion ratio, whether it's for weight loss or web hosting. If you don't test, you will never know what really works the best.

You made good points Steve. Closing the sale is the biggest issue in all industries.

Another great post steve. Great Job!

were you a sales person? very nice points!
Sure this will all help.

thanks for sharing this.

Of course I'm in sales. Spent many years as a technician though, so it helps to understand both sides of the issue.

All of these are things I take into account when shopping an obscure site, and I'm sure others do as well, consciously or subconsciously. I also think it's important to focus on catching your potential customer's interest right off the bat, and that means doing research on your target demographic and learning as much as possible about your visitors.