The major reason that these conversion rates are so low is that many consumers have trouble navigating your website.
Too many brands design for themselves and not for their client. This creates extra friction and a poor online experience. The good news is, you can remedy this and there is a proven process that helps turn more browsers into buyers.
The process ultimately begins with acquiring browsers or visitors in the first place. This might be through advertising, SEO, or social, but it’s absolutely necessary before moving on to the next step.
For your next step, make sure you’re tracking those visitors. There are a number of ways to do this. Examples often include conventional analytics tools like HubSpot and Google Analytics, but should also include heat maps, click maps, scroll maps, and more.
Following that, you must analyze that data, looking for common themes, patterns, and any clues as to why your browsers are leaving or not clicking through.
At this point, the scientific process really begins. You begin by forming one or more hypotheses about why your browsers are behaving the way they are and design an testable experiment for your audience.
These experiments can take the form of A/B tests, multivariate tests, user tests, or surveys.
Finally, you can take the lessons learned from these tests and implement appropriate changes to your site.
At this point, you should repeat the latter part of the process—analyzing, experimenting, and improving your site again and again.
All of this work has the cumulative effect of improving the user experience for your browsers and makes it easier for them to research and buy from you.
When done right, this translates to more conversions and ultimately more revenue.