Out of all the users who visit your consumer products website, only 8% are ready to hit the “Check Out” button. The challenge is convincing the other 92% to do the same. When the majority of website traffic isn’t ready to buy, you have to make sure your site is optimized to turn those visitors into customers.

From compelling language and visuals that encourage engagement, to enticing offers that drive conversions, there are plenty of ways to make your website stand out from competitors. We’ve put together some top tactics to help you drive visitors down your funnel to conversion.

1. Choose your words carefully.

The copy you create for your website can mean the difference between an empty cart or a lucrative purchase. Marketing messages that create a sense of urgency can drive someone to buy a product if they believe they are at risk of passing up on a great deal.

More specifically, consumers have an innate fear of missing out. Messages about limited quantities of a product are more likely to convince someone to act quickly than messages about a limited time frame. So, if your hair care products are 20% off “while supplies last,” customers will feel more compelled to purchase it than if the copy read “before the deal expires.”

Combining this sense of urgency with percentage discounts is another great way to drive sales, with 23% more engagement than a dollar amount off a purchase. When you’re thinking about what language to use on your website, remember that specificity and urgency can push a visitor to purchase.

Screenshot of purse website showing limited quantities


2. Show your products in the best light.

If you’ve ever experienced the frustration of shopping a poorly photographed item, you know the power of imagery in online shopping. That’s why having a strong and wide range of media on your website is crucial, to ensure your customers aren’t left wondering what your products look like in the back.

At the bare minimum, you should have clear, high quality photos that highlight your product from multiple angles. These don’t need to be elaborate set ups — a simple white background is often ideal. However, it also helps to have environmental shots of your item in action or held next to something for size reference. 83% of shoppers are influenced by product photos, and 60% of shoppers want to see three or four images when browsing online. So, make sure your products aren’t camera-shy, because visuals pay off.

Screenshot of MADE website with product photos of lamp


3. Make it personal.

In a world where ads are tailor-made for consumers, personalization is something that consumers have come to expect from businesses. Consider implementing features on your website that take advantage of customers’ browsing history and preferences, such as custom recommendations and saved shopping carts. A personalized experience can increase the likelihood of return customers, because you have the opportunity to create a delightful experience for the shopper. Plus, 49% of people impulsively buy something after seeing a recommendation made just for them, and 44% would repeat their experience again based on a positive personalized interaction.

Screenshot of Anthropologie website with personalized recommendations


4. Keep it simple.

While your chances of converting a visitor increase with your number of landing pages, you don’t want to overwhelm them with messaging. A clear call-to-action and navigation is important for visitors to understand what they want and where to find it.

Around the website, your “Add to Cart” or “Purchase” buttons should be easy to find. Make sure there is enough spacing around the button so it doesn’t get lost in your other page elements. The cart, where customers can find their items, should also be readily available so they can proceed to checkout without any hassle. Having the option to save payment and mailing information is another way to make the checkout process easy and seamless, which can encourage repeat purchases

Screenshot of Kube website with clear add to cart and cart buttons


5. Don’t forget to follow up.

Did you know that nearly 70% of shopping carts are abandoned on websites? Whether customers experienced a website failure or were never fully committed to buying those items in the first place, you should always reach out to them and draw them back in to complete their purchase.

Recovery email campaigns are a gentle push to remind your potential customers that they should continue shopping. Make the email even more enticing by including suggested items or a discount code to make them more inclined to buy. Don’t underestimate the power of these email — over one-third of clicks lead back to a purchase.

Another bit of language you can include to increase urgency is to let customers know the item they’re eyeing is selling out soon, because nothing makes you click “Add to Cart” faster than seeing “Only 1 left in stock!”

Screenshot of asos cart recovery email example


There are plenty of opportunities to drive people to the purchasing stage using your website. You might hook customers right away when they visit your product site or catch them returning from an email reminder that items in their cart await. By leveraging these tips, you’ll create a clear path to purchase for your website visitors, leading to happy shoppers and a successful website.

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