Convertir las visitas en ventas

Turn your website visits into sales with these 10 suggestions


  • One of the main problems for many sellers is that visits to their products don’t translate into sales.
  • Things like improving the user experience, facilitating the checkout flow, or helping to resume a purchase can be decisive in driving sales.


Just because a customer comes to your product doesn’t mean, by any means, that they’re going to buy it. This seems like a logical thing to do, right? But it’s quite another thing that, as the 2020 e-commerce conversion rate data shows, only 1.91% of these customers end up buying that item. This is, in most cases, due to the fact that your website is not properly optimized. To make an analogy, it would be like trying to fill a bucket that has a hole in it.

For this reason, we are going to give you a series of tips so that you can optimize this traffic and convert all the visits you receive into sales. Started!


1. Make a good first impression


To do this, there are two factors that are decisive: that your website loads fast and that you have quality content. According to data provided by Google, a 0.1-second improvement in your website’s load time can improve your conversion rate by up to 8%. On the other hand, focusing on how your products look can be decisive in getting customers to buy them. The Baymard Institute notes that the first thing more than half of users do on a page is browse the images. However, about 25% of websites don’t allow zooming because the photos aren’t of sufficient quality.


2. Optimize the user experience


This is just as important as SEO can be. For example, the probability of a visitor becoming a buyer is twice as high in those who search, so it is essential that the search option is in a visible and intuitive place.

You have to keep in mind that to get this aspect right it is essential to follow the conventions, that is, to place it in the place where you would look for it. In addition, you must consider the human factor, anticipating everything that a potential customer may need or wonder.


3. Build trust


85% of users consider that the most important thing to buy something online is to trust the site. Therefore, having a transparent and clear privacy policy can be a good method to do this, as well as using known payment methods. Another way to differentiate yourself and be reliable is to improve the conditions that exist in the sector. For example, if it’s normal to offer 30 days to return something, offer 60. This way people will see your site as closer and safer.

Other aspects that buyers take into account to trust your online store are reviews, ratings, and whether you have appeared in any media. Therefore, if this happens or you have good ratings, it is very useful to put it in a visible way on your page.


4. Support your customers


Typically, buyers will have questions and doubts when they enter your site, and you can earn their trust by answering them. Forrester Research studies reveal that visitors who use a virtual chat to answer questions are 2.8 times more likely to end up buying a product.


5. Create a personalized approach


Personalization is considered a technique for already loyal customers, but you can also use it for new customers to improve their shopping experience. For example, you can show dynamic offers during a holiday or at a certain time. You can also run dynamic ads that change to offer the products that the new user has already shown interest in.


6. Improve checkout


A bad design at this point can ruin the purchase and cause the user to abandon your products. For this reason, it is always advisable to have a tool or solution that records the steps of users to identify when they abandon the purchase. This way, you can make changes to the friction points that generate the most inconveniences. Another good option is to use a heatmap to see customer behavior on each page and from each device.


7. Rescue Abandoned Baskets


It is quite common for customers not to finish making the purchase despite the fact that the checkout experience is adequate, because they are often not prepared for it for some reason, such as, for example, not having the card at hand. In fact, according to data from the Baymard Institute, 68% of visitors have it happen at some point. Therefore, for those users who have already provided their email, you can send them a message encouraging them to finish the purchase in a friendly way.

Another way to incentivize them is to offer them the possibility of free shipping over a certain amount or send them a request to subscribe to your mailing list or newsletter.


8. Reconnect with prospects


The cost of acquiring new customers has increased by 50% in the last five years. That’s why it’s very useful to use remarketing techniques with retargeting strategies to reconnect potential customers with hard-to-refuse offers and promotions, such as free returns or warranty extensions, instead of just offering your products.

Another interesting way is to focus your advertising on those customers who haven’t visited your site in a while. To do this, you can check the categories they used to look at and show them in your ads. You can also design a banner with a personalized offer so that it pops up right at the moment they are going to leave your page.


9. Create connected experiences


Users, in addition to shopping on trusted websites, expect you as a brand to offer them a multichannel shopping experience. An Amazon Pay survey in 2019 showed that 42% of consumers use multiple channels to complete the same shopping experience. Today, 39% of respondents say they are comfortable starting their purchase on one channel and ending it on another.


10. Simplify the social path


You already know that social media is a great way to generate awareness and traffic to your brand, but it can also be used to convert customers. By 2023, more than 20% of social media users in Spain will have made at least one purchase through them. Therefore, don’t neglect this aspect and keep it in mind within your marketing strategy.

Put these tips into practice and optimize all the visits to your websites to the maximum.