There are more than 1.5 billion websites online today, all vying for your attention. So how do you stand out from the crowd to guarantee your online marketing success?
Website conversions are the life blood of any website. The amount of advertising you do will not matter if people aren’t staying on your site. It’s critical that you know how to lead your website’s visitors on the path that you want them to take.
12 Strategies to Increase Website Conversions
Conversion rate is the percentage of people who convert on your offer. But you also need to find out how people are finding your content. This allows you to see which of your marketing efforts are working and to slow down your efforts on the campaigns that don’t work.
Getting traffic to your site takes time and money. If the traffic doesn’t convert, that time and money is wasted.
To start, you must first define the goal or action that you want a visitor to take when they land on your website.
This could be signing up for an eBook, making a purchase, subscribing to a newsletter or something else. Be sure that you set up tracking to measure results to understand what is conversion rate currently and what you need to improve.
Start implementing these 12 strategies so that you can boost conversions and watch your sales increase.
1. Optimize Your Website Design
A good website design is important for getting visitors to stay on your website once they get there. If you site is cluttered or hard to navigate, users won’t stick around for long.
Simplify your navigation by making it easy for your visitor to get to your offer in the least amount of clicks as possible. They should only have to click once to find the information they want. Less choice is better.
Be sure to use images that are relevant. A recent study shows that larger images often work best to increase conversion rate. It’s especially good to use images if you have a lot of text on the page to help break it up. This makes it easier for the visitor to consume your content.
Headlines and sub-headlines make the text easy to scan. Get people interested by using compelling headlines and lead them to your offer.
Be sure that your call to action stands out from the rest of the page and only have one call to action on each page.
The website design should be mobile and responsive. Be sure to consider mobile viewers when designing. Always check your site on a mobile device so that you can be sure that your design elements look good.
2. Optimize Your Website for Speed
How fast your page loads can determine if a website converts or not. Even having to wait one or two extra seconds could impact web site conversions. You want to make sure your site loads quickly to increase conversions, especially on landing pages.
Make sure that you compress your images before uploading them to your site. A free tool that works well is Tinypng.com. Always check your graphics and images to be sure the file sizes aren’t too large.
Long page load times are one of the main reasons that users click away from a site. Even if they do stay on your site, the odds are that they won’t complete your call to action.
If you are getting a lot of visitors to your site, it may be time to upgrade to better hosting. This can be one of the most cost-efficient ways to speed up your website.
If you are using WordPress, take a good look at the plugins you are using to decide what’s necessary and get rid of the rest. Plugins can bloat a site and they can create security issues. When you use free plugins, be sure that you only use plugins that are updated regularly.
Because more people are buying and using smartphones for browsing the web, you need to be sure that your site delivers a great experience for mobile users.
If you use WordPress, most good themes will be responsive. Many premium themes will allow you to design your pages for multiple devices.
Keep your sign-up forms as simple as possible by using only a few form fields. Only ask your visitor to fill out the most basic information. Depending on what you are offering, only a first name and email address may be necessary. You can always ask for more information after the initial sign-up.
The call to action buttons should be large and bold. They need to be clearly visible and be labeled with the action you want them to take.
If you have an eCommerce site, be sure that the checkout process is easy for those on a mobile device. Try to get it down to one step. Give guests the option to save their information after they purchase instead of before.
4. Create a Unique Value Proposition
Your value proposition is your promise to deliver on a problem that you are able to solve. Let your visitors know what makes your business different and more importantly, better.
To craft your unique selling proposition (USP), you first start by getting a clear picture of who your target audience is. Identify the pain points and problems your audience faces.
Create a persona that represents your customers. Turn this persona into a real person with a name, age, occupation, income, along with the problem he or she is facing which led them to your website. Your content and copy should speak directly to this persona.
Research your competition so you can determine what makes your company better than them.
Your USP must also resonate with your audience and they must care about what it can do for them. You can use data to display metrics that deliver proof of your claims.
Keep it simple and to the point without using business jargon or unnecessary hype. You need your USP to be intriguing and specific at the same time. Your reader should understand in the first five seconds what your unique selling proposition is and the value you are offering.
5. Create a Compelling Call to Action
Every page on your site should offer a path to a conversion. Be sure each page has a purpose that steers your visitor to take the action you want them to take.
The call to action could be a link but a button is more effective and feels more trustworthy to the website visitor. The button should clearly state what action you want your visitor to take.
Consider the psychology of color as you create your CTA button. Certain colors can have an impact on a person’s decisions. Test your buttons to determine what works best for your specific industry.
Make sure that your button stands out on the page and is instantly recognizable.
6. Publish Long-Form Content
The main purpose of your content marketing strategy should be to provide value to your reader. You want to make sure that you are producing content that helps your reader solve problems. You need to find out the questions your target audience needs answers to.
Google also seems to love longer content. A study conducted by Backlinko.com shows that longer content ranks better in the Google search results.
The study couldn’t pinpoint the exact reason for the higher search rankings. It could be that the content provides more value to the reader or maybe, Google just likes longer content.
7. Offer Proof
Many visitors like to see cold, hard data to make an informed decision. Some readers prefer social proof or stories that provide first-hand accounts.
Using numbers to show results is giving your visitors proof that your claims are substantiated.
Testimonials and reviews help you to gain credibility and trust with your readers. The psychology of social proof reveals that people will look to others to see what they have done and then, follow suit.
8. Optimize Your Content for SEO
When you focus your efforts on search engine optimization, not only will you gain organic traffic but you will help your website convert visitors into action-takers.
Almost every action you take on your site to increase conversions will also help your ranking in the search engine.
Your SEO efforts will include many of the same things on this list, such as better visual design elements, mobile responsiveness, simple navigation menus, faster load times and quality content.
9. Chat Tools
Live chat is becoming a direct influence upon conversions. Besides promoting a sense of trust, this makes it easy for customers who are making a purchase to quickly ask any questions they might have.
Prior to live chat, customers had to either make a phone call or send an email. Many people hate making phone calls, especially when most are automated and then they must stay on hold for the next available operator. Sending an email could take hours or days to get a reply.
When your customers are ready to buy, you need to make sure they can get their questions answered almost instantly to help them along in their decision-making process. A study released by ApexChat.com revealed that live chat can lead to a 40% increase in online leads.
10. Repurpose Content
Creating great content is a sure-fire way to increase conversions. But once you’ve created that brilliant piece of content, you can let it keep working for you in other forms. Here are a few ideas to get the most use out of your content:
You can use snippets of your blog posts to include in social media posts.
You can convert your blog post into a video and upload it to video marketing channels, such as YouTube and Vimeo.
There are many syndication networks available that you can use to drive more traffic to your site, such as OutBrain, Taboola, PR Newswire and more.
If you have evergreen content, sites like Medium and Reddit will allow you to republish your website’s blog posts.
Podcasts are becoming more popular and you can simply read and record your blog post and then, upload it to sites like iTunes and Spotify.
If you have a few evergreen blog posts on the same topic, you can turn them into an eBook to use as a lead magnet.
11. Create Separate Landing Pages for Each PPC Campaign
When you are using paid advertising, it’s even more important that you work to increase your landing page conversion rates. The best way to do that is to have a separate landing page for each PPC campaign you are running.
Here are a few things to keep in mind when setting up your landing pages:
Your landing page optimization should focus on one clear goal.
Your landing page should have a clear call-to-action
Use a tracking code to measure conversions.
Make sure the landing page is relevant to the ad.
Focus on your headlines so they immediately capture the reader’s attention.
Constantly test and tweak your pages.
12. Don’t Give the User Too Many Options
When customers have too many options, they may become overwhelmed and click off of your website. Some websites think every offer should be on their homepage.
Try to create one goal per page and then, eliminate all other distractions. Use only social sharing buttons that are relevant to your target audience.
Remember that you should be sure to test this element because each industry is different. Your niche or industry could be perfectly fine with more options.
Take Your Business to the Next Level
Website conversions are the most important metric to measure to improve sales and grow your business. You will understand your visitor’s journey so that you can guide them on the path you want them to take.
Start incorporating these tips into your marketing efforts. There is no one-size-fits-all strategy and testing for your industry ensures that you achieve the best results.
If you need help with your conversion rate marketing, be sure to contact us today so that we can unleash your company’s true potential.