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Right traffic is the key for driving factor for high conversion rate. You can follow some of the underlying principles to get the right traffic -

Identify your USP – USP i.e unique selling proposition should state clearly what products you are offering to shoppers and how its different from competitor. Setting USP clearly can turn into a source of competitive advantage. For instance if you are selling footwear make sure you emphasize it and make it clear in all your marketing campaigns.

Advertise Rightly – If you are advertising your website, your priority should be to use advertising copy specific to your offering. Using broad terms may drive more visitors to your website that have no intention to purchase, resulting in a decrease in conversion rate. For instance you would like to sell Tour packages for Havelock in Andaman Islands but you bought keyword for “Andaman tour” chances are you will attract visitors interested in Andaman package rather than Havelock.

Generate good visibility and reviews in shopping comparison sites - Get your product listed in shopping comparison sites, Many Web users rely on shopping comparison sites to find the best-value products that are most suitable to their needs and requirements. They like to read the product reviews specified by other users and then decide on purchasing. You need to have a dedicated resource managing this task in shopping comparison and review sites. Naaptol, Tolmol, compareindia are popular shopping comparison sites in India.

Clear Landing Pages – If you are running marketing campaigns such as emails or PPC advertising, your landing page should be designed to sell your products and nothing else. The page should only have one purpose: to sell. Give the visitor the page that they want complete with product description, price and picture.

Webpage Performance – Users are quite put off if webpages takes considerable time to load and chances are quite minimal they would come back again. The faster your website, the higher the chances of engaging the visitor quickly.

Analyse your traffic - Your web metrics can give you clues as to how visitors are using your website, and what areas can be improved to help improve your sales conversion. Web analysis tools can help you analyze customer behavior and improve your site’s business success. Google Analytics can provide revenue based metrics with customer behavior. For example, companies can use techniques such as funnel-based analysis, in which they compare drop-off rates with lost revenue. Check the top exit pages and understand why people are leaving your website. Or why they are abandoning their shopping carts. Analyze your statistics at the product level.

-Hitesh, vcBytes.com

The definition of a landing page is simply “the first page that visitors hit on your site”, so it is not strictly a certain page but any page that a user “lands” on. All websites have landing pages, whether they like it or not, even if it was not specifically designed as such. Understanding this is a key part of good website marketing.

anding pages can have a substantial impact on your e-commerce website. A poorly-developed one can hasten its breakdown just as an effective landing page can drive traffic to your site,  respond to calls to action and make your business website a success.

One vital measure of the effectiveness of your ecommerce website is the “bounce rate”, or the percentage of visitors who immediately leave your site without making any other click. The bounce rate is inversely proportional to the effectiveness of the landing page. Basically, this means that a high bounce rate indicates that your landing page isn’t compelling enough for the visitor to pursue his interest or take some other action.

Most users prefer to skip information which is irrelevant to their needs. They want to get directly to their search, hence the need for a landing page that delivers just that. They are spared the time and hassle of having to navigate through layers of data when they already have an idea of what they want. The bounce rate is a key measurement for determining the effectiveness of landing pages.

Another measure for landing pages is the success of a “next action”. It might be purchasing the product, requesting more information, signing up for a free trial, etc. A concept that is intrinsic in creating effective landing pages is “alignment”. This is the connection between your source (where the visitor came from) and your landing page. The more connected they are, the higher the success of conversion.

A good example is a banner ad for a specific product from a beauty products company. Clicking on the banner ad and being directed to a landing page showing the exact same product yields a higher conversion rate. Conversely, if the alignment is absent, there will be a significant drop in conversion rates.

In general, a landing page must stir these positive emotions in a visitor for it to be effective:

• Credibility
  Your page must be able to capture the visitor’s trust by presenting a credible appearance. Get rid of red flags, such as lack of contact information, typo errors and wrong grammar, use of incorrect jargon, low-resolution graphics, and excessive use of Times Roman font.
• Recognition
  Your page must provide your visitor a “This is what I’m looking for!” moment upon landing.
• Persuasiveness
  Your page must be able to convince visitors that your product or service can help them achieve their goal. Keep in mind what attracted the visitor to your product in the first place so you will understand what he is looking for.
• Action
  You must highlight an action for the visitor to take while he is in your landing page.

Techniques to Use with Landing Pages

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