Use Cases
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Once a customer has landed on your website from any marketing funnel, how can you maximize the chances for them to convert?
A good ecommerce website should be structured in a way that successfully communicates product features, value proposition, and market placement while eliminating distractions in order to reduce the time for the visitor to make up their mind.
The goal is to reduce friction in order to make it easy — or easier — to purchase. There are a few simple ways to help make this happen.
6 Tips to Increase Conversion Rates
1. Appearance and User Experience of Your Website
Websites should be easy to navigate, featuring user-friendly, branded color schemes and fonts. They should balance text, images and illustrations, and empty spaces. We recommend following industry and product-specific design trends while keeping your branding in mind.
2. Menu and Pricing Page
Your website menu should be easily identifiable, with a direct link to a product page and a pricing page.
The pricing page is a key element to the ease of purchase. For SaaS companies, most pricing pages will offer different tiers. Each tier should clarify what features are included.
The goal is to drive customers not just to purchase, but to purchase the most suitable product, which is why sellers should also highlight a “top pick.”
Pricing pages are also where sellers can highlight testimonials, link to FAQ and cancellation policy pages, and display other elements strategic to the purchase.
Need more pricing page recommendations and examples? Check out our blog for Pricing Strategies to Combat Stagflation or Best-in-Class SaaS Pricing Pages: 2022 Report.
3. Purchase Clicks
Reducing the number of clicks needed to complete a purchase is important for simplifying the buying process. This minimizes the time visitors take to decide by providing a seamless buying journey.
Some sources say that the fewer clicks, the better. However, this may vary depending on your business. Experts recommend using heatmaps to understand how your audience is interacting with your website and making decisions based on that.
4. Checkout Process
The checkout process should be simple while also increasing the buyer’s confidence in the purchase. FastSpring offers three customizable checkout options: the web storefront, the popup storefront, and our latest and more native checkout type, the embedded storefront. All checkouts allow you to add a logo, specify the amount of customer information required, and much more.
We process payments securely on your behalf, giving your buyers access to a wide range of payment options to choose from, which are displayed based on their location.
5. CTAs
Clear and strategically placed calls to action (CTAs) are also important. These buttons need to provide a clear indication of the action they will trigger when clicked.
Single buttons are preferable to multiple buttons. For example, the most successful designs don’t include a “Go back” option but only allow users to move forward in the process.
The placement of buttons depends on what you want the user to see first. Since left-to-right reading people generally read in an F-shaped pattern, and since most users are right-handed, the button should be placed in the bottom right corner if it needs to be at the end of a section.
We recommend encouraging the buyer to make a purchase whenever feasible. Having a Buy button on the homepage — and potentially on every page — is a great way to enhance conversions.
6. Website Localization
Website localization is very important when it comes to targeting a larger audience and increasing the confidence and trust of visitors.
- Language Localization: Most sellers will simply route their customers to the localized website based on their IP address. Others will have a menu with the option to select a different language or region. FastSpring allows merchants to customize the checkout language (as well as the language used for buyer emails) in order to provide a localized experience.
- Currency Localization: It is important to rely on a partner like FastSpring that will localize the payment experience for your buyers, both on the pricing page (using our Store Builder Library options) and on the checkout (by offering the local currency and relevant payment methods options).
You can discover more about our language and currency localization options here.
Ongoing Conversion Rate Optimization
Once a customer arrives on your website, maximizing conversion chances is crucial. An effective ecommerce site clearly communicates product features and value propositions while minimizing distractions. By simplifying navigation, using clear CTAs, and optimizing the checkout process, you create a seamless experience that encourages quick and confident purchases. This approach enhances user satisfaction and boosts conversion rates, contributing to sustained business growth.
Each business and customer is unique, so continuously A/B test website changes and analyze data to find the best solutions for you.
Not yet benefiting from the award-winning support FastSpring provides for software companies and their customers? FastSpring handles the entire payment process, from checkout to remitting end-of-year taxes for SaaS companies. To learn more about how FastSpring can help you scale quickly, sign up for a free account or request a demo today.
