5 Ways to Drive Customer Conversion Rates in Your Stores
2. Align your staff to traffic, not transactions. Aligning your staff resources to when prospects are in your store will help maximize the chances of converting more visitors into buyers. Pay particular attention to lunchtime, when store traffic can be way up. Staff lunch breaks can seriously drag down conversion rates. Associates need to eat, but shoppers need to be served. Matching staff schedules to traffic volume and timing will improve your chances of converting more in-store shoppers.
3. Look for conversion leaks, then plug the holes. Traffic volume and conversion rates tend to be inversely related. When traffic is high, conversion rates tend to go down. When traffic is low, conversion rates tend to go up. When a store is busy, lines are longer and it's harder to get help from an associate. The opposite is true when a store isn't as busy. Analyze the traffic and conversion patterns of your stores by day of week and by hour to pinpoint when conversion rates are sagging. These sags represent the times when sales are being lost.
4. Set conversion targets by store. Goals are important if you want to improve results. If you don't have a conversion target for your stores, you need to set one. It's important to remember that every store is unique and conversion targets should be set accordingly. One store might be doing well with a 15 percent conversion rate while another may be underperforming even though it has a 30 percent conversion rate. The trick is to move the conversion rate up relative to each store's performance.