Tips to Improve Your Online Conversion Rate

1. Landing pages: This isn't always going to be your homepage, Bair was quick to point out. It's any entry page to to your website — the homepage, a category page, a product detail page, etc. Bair cited some companies that are doing innovative things to make their landing pages more relevant to consumers. Destination XL calls out the address of its closest retail store location specific to each visitor; Urban Outfitters has begun displaying pop-up boxes with the message "You Have Items in the Shopping Cart" to return visitors who have abandoned their shopping cart on a previous visit (it's tracking a 3 percent increase in conversion for these visitors vs. those that don't see the message); and RevZilla uses a pop-up box on its landing pages as an email acquisition tool. The motorcycle apparel and gear retailer is offering consumers the ability to get the latest company news and special deals by signing up for its email program. It's realized close to a 100 percent uptick in email acquisition from this tactic, Bair noted.