If the number of people visiting your website is very high it is good. However, it means nothing if the conversions are not to your expectations. In this post, seven ways of increasing the conversion rate of your website have been discussed.
Imagine there are two websites having the same design that sell similar products to the same set of people. Also, assume that only a couple of hundred people visit the first website (A) per month and several thousand visitors come to the second website (B) every month. Let us also assume that B cannot increase its traffic any more. How can A increase its turnover?
It may seem that A can increase its revenue only by increasing its traffic. Typically, new marketers think that increasing the traffic is the solution to resolving any revenue problem. Strategies such as SEO, social media marketing and content marketing are all designed for the purpose of increasing traffic. These strategies are both popular and effective. However, they are not the only ways to increase your revenue.
By now you would have figured out that increasing traffic is not the only option available to A and B for improving their revenues. A and B can focus on the on-site conversion rate to enhance their revenues.
The conversion rate actually measures as to how times on-site users of your website are filling up a form, calling a telephone number, clicking on an ad or purchasing a product directly. It is, in fact, a quantifiable action that a user of your website takes and you either generate a revenue or closer to earning a revenue.
Here are the seven ways in which you can increase your website’s conversion rate:
#1: Ensure that visitors do not miss your call(s) to action
The call to action statements make the visitors feel compelled to do something or covert. It could be going to the landing page to take a look at your product or filling out a form for signing up to an email list. Whatever be the action taken by the visitor, the call to action should be prominent on your website. You should make it stand out by providing a unique design or incorporate it as a “soft” popup when the visitor remains idle on your website. It is a good idea to include the call to action near the top portion of every page. Alternatively, you can link to a call to action on every page on your website. It obnoxious about it, but do make your calls to action prominent.
#2: Make it easy for visitors to convert
If the visitor has to do a lot of things or follow a complicated procedure to visit product landing page or sign into a email list, he/she will soon abandon further action. To give you an example, asking for visitors’ mail address, first name and last name will fetch you better results than asking for a host of details including first name and last name, email, location, occupation, and other information that are generally important. If the time required to complete the process is less than 30 seconds, you can expect better conversions.
#3: Incorporate reviews, testimonials and, maybe, a guarantee on your website
Trust is a very important factor as far as conversion is concerned, but you need to earn it especially from new users. You can achieve this by including user reviews, testimonials. Users tend to trust brands more when they are offered a number of third party reviews. If you have authority indications such as affiliations to major industry influencers, brands, or publishers, display them prominently on your website. Further, consider offering a guarantee on your products to make yourself more trustworthy.
#4: Use strong action words in the headline
The strength of the headline that you use can either make or break the conversion. This is because it is the first thing that people see. You can only use a handful of words in order to make your product make it compelling. Most modern users may not like it if it sounds too gimmicky. Instead, make use of strong action words and straightforward language in order to make a clear and unique value proposition to the visitors.
#5: Be straightforward as far as your products and services are concerned
Consumers of today have strong BS-detectors, meaning they know very well whether you are being transparent or covering up a defect using flowery or manipulative language. Therefore, be straightforward with whatever you ant to say instead of using gimmicky or coercive language for selling your product. You can provide information in a concise manner and use bullet points for highlighting the advantages of your products. This is a better way of making it clear as to what value your products can provide to your customers. The more honest you are, the better for you.
#6: Incorporate a visual demonstration
People get attracted by visuals. Instead of writing a lot about your products, include videos or image-based demonstrations as to what your products are and how they work. If you have an intangible product such as a software subscription, you can include as footage as to how someone can use the software. You can always find a way to incorporate a visual. Remember, visuals always make selling easier.
#7: Keep it simple
Never go overboard and make use of flashy or flamboyant designs. You are not required to have flashing lights, aggressive popup ads or a number of exclamation points in order to make a good case for conversion. In fact, these things could potentially turn most visitors to your website away. If the design is simple and your offers are compelling, you will definitely benefit from a better conversion rate on your website.
In conclusion, the best marketing campaign is never focused on generating traffic, nor does it focus more on increasing the conversion rate. It is always based on a careful balancing of both driving traffic and improving conversion rates. It is not possible to enjoy a great conversion rate without sufficient traffic and a great traffic without the expected conversion rate will not provide you with the revenues that you need to run the business successfully. Therefore, you should focus on both driving traffic and improving conversion rate.