As you’ve seen previously, we grew American Concealed into the nation’s largest online provider of handgun safety courses & certification. As with all online retailers, there is a generous opportunity to increase conversion. Let us digress…
What is conversion?
In our humble opinion, conversion might be your website’s single most-important statistic. Conversion is the rate at which people are taking a desired action. For every 100 people who come to your website, what percentage of them are taking a desired action? Of course, the ultimate e-commerce conversion is the financial purchase. But there are many smaller conversions that lead to that ultimate purchase decision.
If we can increase the rate at which the smaller conversions take place, we can increase sales. Those smaller conversions are:
- Enroll in an email newsletter
- Inquire about a purchase
- Join a rewards club
- Etc…
What is conversion optimization?
Conversion optimization is one of the founding principles Limelight Department was built upon. Conversion optimization is the ongoing process by which we make changes to your website to increase conversion. By making calculated changes to the website, we can improve conversion. Crazy, huh!
What kind of website improvements do you make?
This is variable depending on the type of retailer, but there are several things we can do to increase the rate of sale.
The power of conversion optimization
If we can improve the rate at which people convert on your website, we will maximize your ongoing costs such as advertising & marketing. In other words, if you can close a higher percentage of clients once they find you, then you don’t need to spend as much money on advertising to get the same level of sales. OR, maintain your advertising budget and drastically increase sales!
What we did for American Concealed’s websites
We studied several months of sales & analytical data and determined that there were improvements to make.
Color palette: The previous color palette was dark & bold. It was a black background with light text. We lightened the color palette, offering softer & more inviting colors. We incorporated white into the main color of the website.
Trust marks: We introduced trust marks before the checkout page. This is vital. Trust marks are watermarks or stamps that convey absolute credibility & trustworthiness.
Emotional connection: We used imagery & marketing messaging that resonates with our target customer’s primary desires. Our audience group is overwhelmingly men with families. We tapped into the emotional desire to protect the family to compel our users to purchase the safety course.
We identified the phrase “You have the right to protect yourself and your family” as a key phrase to display.
Simplify the sitemap: Through analytics we found that there were pages that were confusing our visitors and causing them to bounce from the website. We eliminated those pages and consolidated text into a clear, concise message.
The result: 9% conversion increase
Immediately after implementing these changes, American Concealed experienced a 9% increase in conversion. American Concealed spends the same amount in advertising & marketing, but yields a 9% higher conversion rate.
Are you ready?
Conversion optimization is very, very, powerful. How is your website performing? Could you use conversion optimization? How would your business benefit from an extra 5, 10, even 20% in sales? Reach out to us today for a free consultation.
