What is it that fundamentally turns a visitor to a buyer?
Trust.
Trust that you are the solution to their problem.
This is the basis of Conversion Rate Optimization (CRO).
CRO is typically thought about in terms of UI/UX. Button colors, layout, website design, etc. These things are absolutely important, and should not be overlooked at all.
However, to focus solely on button colors without understanding the fundamental reason a visitor becomes a buyer is to miss the actual underlying dynamics at play. Once one understands these underlying dynamics, every decision he makes can then be informed by that wisdom.
It is your job as a brand owner to demonstrate that you are clearly the solution to your customers' problem.
This is done in many ways. These are some of the most highly leveraged CRO choices I've found to be effective. In no way is this exhaustive, but simply some things that I have observed.
High Quality Everything
Low quality copy, images, web design, etc. is an immediate red flag for a consumer that they are in a high risk place. A professionally designed website is extremely beneficial for this reason. This is obvious, so I will not spend much time on it.
Branding
Inconsistent branding raises red flags. The entire funnel should feel like one experience. The font on the ad creative matches the product page matches the email drip campaign. The color of the tag on the product itself is the brand color. These details are subconscious and not even noticed when they are working well.
UGC Reviews
Not just reviews, but UGC reviews. Real images and videos of your products being used in an environment is something I've consistently noticed increases CRO when implemented. The more UGC reviews on the website, the better. These can be acquired through various means such as working with influencers, UGC creators, and incentivizing UGC reviews from customers.
Another great facet of UGC reviews is that they can act as a sort of FAQ section, but with an inbuilt layer of trust. For instance, a review that says, "At first I was worried the non-stick coating on the pans wouldn't last, but after 9 months of every day use, they look as good as the day I got them." works exactly as a FAQ, but feels more real and trustable.
A note — I always include something like "Reviews include verified customer feedback and editorial content. Individual results vary." if I am soliciting UGC reviews.
Customer Support
Chat options, email addresses, warranties, return windows, etc. When someone buys, they want to know that they can get their money back if they don't like it.
The boost in sales I've gotten from offering a 30 day money back guarantee is tangible, and in the end very few customers actually claim it, making it clearly profitable to offer.
Fast Shipping
Amazon Prime has continued to increase customers' expectations. 7–10 day shipping times max.
Pictures, Videos, Infographics
Generally the more visual a website is, the more trust is built. As with anything, this can't be viewed as a prescription, for I am not recommending having 75 product photos per PDP. But 5 product photos is better than 1.
Why do any of these things work?
Because they build a genuine, deep sense of trust in the brand and product.
CRO works on the basis of trust.