So you have finally set up a great website for your business that has some interesting and relevant content and promotes all your products in the best way possible. You have also invested in advertising for your website so that you get sufficient traffic to it.
You may feel this is it; you have done all that is needed for a successful digital marketing campaign. But hold your horses! This is only the beginning.
Getting regular followers for your website is great. But if they are only looking around and there is no conversion, we are sorry to break it to you but your digital marketing campaign is not really effective.
So, what exactly is conversion rate? Conversion rate is the percentage of your website’s visitors who perform the desired action – the action can be anything from signing up for your newsletter, filling out a form or purchasing a product.
The average conversion rate for a website across industries is 2.35%, but the top 10% of companies have an average conversion rate of 11.45%. This is over 5 times higher than average! How do they do it?
In this article, we discuss 10 proven ways to improve your conversation rate,
1. Experiment to Optimize Your Landing Page
Your landing page should have the following objectives: inform the visitor what you are offering, make them interested in your offer and make it quick and easy for them to act on the offer/convert.
In order to achieve these objectives, you need to think about the overall format, content, and functionality of your landing page. For example, irrelevant content can make the visitor lose interest immediately.
Experiment by changing different elements of your landing page to decide which one produces the best results. A/B testing works great for such experiments – have two alternate landing pages and divide half the incoming traffic to one landing page and half to the other. The page producing better conversions wins. Continuous testing will eventually help you optimize your landing page.
2. Study Customer Behavior
Tools like Google Analytics can provide you with valuable data regarding how visitors view your website. You might find that people spent longer looking at certain pages while there are some pages that they show no interest in.
This information can be very useful as it helps you understand your customer’s mindset – what kind of content or products they want to see more or what isn’t really working in keeping them interested in your website. This information can then be used to improve your conversion rate.
3. Make Your Value Proposition Clear to the Customers
Your value proposition is the reason why the customer needs to purchase from you – the benefit or value they will get from the purchase and why they need to choose you instead of your competitors. The better you communicate your value proposition to them through your website, the higher your conversion rate.
This doesn’t mean talking in lengths about what you do and how you stand out from the rest. According to research, 55% of visitors spend less than 15 seconds on a website. You need to keep it simple and precise while getting your message across.
4. Create Quality Content
More companies are now investing in content marketing than ever before as they realize how useful it is in engaging customers. Having high-quality, relevant content on your website plays a major role in attracting your target market to your website.
If you are regularly posting useful content, you will keep them glued. Not only does content marketing improve your online presence, but it also adds to your credibility as a business.
5. Use Videos and Illustrations Instead of Plain Text
A study reveals that visual content receives 94% more views than text-only marketing. So, if you are not using visual content already, it is time to change your strategy. With people leading busy lives, there’s little time to read long articles and sometimes the best way to get your message across quickly is by relying on visual mediums.
There are so many ways to do this. The use of high-quality images and short videos in between text can go a long way in making your website look visually appealing. You can also create a flipbook, ensuring personalization to engage visitors.
6. Work On Building Trust
We have all been in a situation where we find a really nice product online but it’s on a website we have never seen before. For most of us, we would first check the authenticity of the seller before making the purchase. And that’s what you need to work on – your website needs to show people you can be trusted.
First and foremost, your website has to look professional. Customers will judge you based on the visual appeal, content, and design of your website. It is also important to keep your website alive with regular updates so that they know the business is up and running.
Customer reviews need to be highlighted too so that any first-time visitor is reassured that other people have bought and liked the product.
7. Optimize Your Call-to-Action
Your CTA should be one that grabs the visitors’ attention and makes them want to act on it the right way. But, there’s no standard way to go about it. Different CTAs work well in different scenarios. A/B testing is again very useful when deciding the wording and placement of your Call-to-Action.
The use of strong language is essential here and you can also highlight the benefit they will get for acting. For example, ‘Get a free trial now!’ or ‘Yes, I want to avail this offer’.
8. Use Accelerators
Do you know how sometimes we are interested in something but put off acting on it for later and then end up forgetting it? Well, this happens to a lot of your website’s visitors too. So, how do you encourage them to act NOW instead of later?
If you have limited products, you can mention that you have just a few last pieces in stock. Or if supply is not a problem, you can offer an incentive like, Register today and get 10% off your first purchase.
9. Make The Buying Experience Convenient
With our fast-paced lifestyles, people just don’t have a lot of time anymore and this applies to your customers too. The easier it is to buy from you, the more sales you will generate from your website. They should be able to complete their purchase within a few minutes.
Once again, keep it simple and straightforward. Guide them from one page to the next without any hassle. Also, limit the information they need in order to complete the purchase. Don’t force people to make an account if they don’t want to – give them the option but let them check out without registering if they are not up for it.
10. Be Available to Talk
In order to prove your authenticity, you need to be easily accessible to your customers. You must have seen the ‘live chat’ option on most websites today. This is very useful as visitors have the option to communicate with the company and clear up any questions or doubts they may have on the spot, expediting the conversion process.
It is also a good idea to make yourself available to customers by several means – phone, emails, chat so that they can communicate with you by whichever means they are comfortable with.
At the end of the day, improving your conversion rate is not difficult. It is about experimenting until you find a formula that works for your business. The above tips will set you off on the right track.