Did you know that about 70% of online users are passive, only 20% actively engage, and a mere 10% create content? This means a large portion of your audience might be reading your content but not taking any further action.
Converting these passive browsers into engaged users is crucial for the growth of your business. While it might seem challenging, implementing a solid Conversion Rate Optimization (CRO) strategy can make a significant difference.
In this blog post, we’ll explore:
- What Is a Good Conversion Rate To Aim For?
- Common Barriers to Conversion
- Tips for Turning Passive Audiences Into Active Buyers
But First, What Is a Good Conversion Rate To Aim For?
Your conversion rate is a key indicator of how well your content is resonating with your audience. According to Mailchimp, a good conversion rate typically falls between 2% and 5% across all industries. So, if 6% of your visitors click on a call-to-action (CTA), you’re doing well.
It’s important to note that the ideal conversion rate can vary by industry. For example, the food and beverage sector tends to have higher conversion rates than electronics retailers (Statista, 2023).
To improve your website’s conversion rate, start by understanding your audience. Learn what drives them to visit your site, the challenges they face, and what encourages them to take action. Then, apply CRO strategies to guide visitors towards completing your desired goal.
Common Barriers to Conversion
Before we delve deeper, it’s essential to recognize that window shoppers and passive browsers are potential customers. They might be close to making a purchase, but something is holding them back.
As a business owner, your task is to pinpoint these obstacles in the customer journey and adjust your CRO strategy accordingly. Here are some common barriers to look out for:
- Mandatory account creation
- Confusing checkout process
- Unclear return and exchange policy
- Insufficient product, store, or brand information
- Limited payment options
- Poor website navigation
- Lack of discounts or promo codes
Next, let’s explore how you can address these challenges with proven CRO strategies.
Tips for Turning Passive Audiences Into Active Buyers
Every eCommerce business will face growth plateaus, unless you understand how to keep your customers engaged. Here are some tried-and-tested CRO best practices to guide your strategy
- Identify Pain Points and Offer Solutions
Addressing customer pain points is crucial for improving engagement and satisfaction. Identify common issues that prevent customers from completing a purchase, and highlight how your product or service can solve these problems. - Use Compelling Calls-to-Action (CTAs)
Replace generic CTAs like “Sign Up” with more engaging phrases such as “Yes, sign me up!”. Active language creates a sense of urgency and excitement, which can lead to higher conversions. - Showcase Customer Testimonials and Reviews
Displaying customer testimonials and reviews can build trust with potential buyers. Include reviews on high-traffic pages, product pages, and in email campaigns to provide social proof. - Share Case Studies
Case studies can provide concrete examples of how your product or service has benefited customers. Include detailed solutions, implementation strategies, and results to showcase the value of your offerings. - Conduct A/B Testing
A/B testing allows you to compare different versions of your website or content to see which performs better. Experiment with different elements such as copy, images, and CTAs to optimize your conversion rate. - Simplify Checkout Processes
A simple and user-friendly checkout process can reduce cart abandonment rates. Offer guest checkouts, saved payment methods, and real-time order updates to improve the shopping experience. - Distribute Free High-Value Offers
Offering free content or samples can attract potential customers and build trust in your brand. Use these offers as lead magnets to capture customer information and nurture leads. - Diversify Your Content
Explore different types of content such as user-generated content, polls, live streams, and behind-the-scenes looks to keep your audience engaged. - Ensure Accessibility
Make sure your website is accessible to all users, including those with disabilities. Adhere to the Web Content Accessibility Guidelines (WCAG) to provide an inclusive browsing experience.
By implementing these tips, you can transform passive browsers into active buyers and drive growth for your eCommerce business.