After optimizing your outreach and SEO strategies, you should expect a bump in sales on your website, right? Well, we hate to burst your bubble. It doesn’t work that way. Bumping traffic to your site is only a single part of the equation that links traffic to sales. Once potential customers reach your website, you have to convince them to buy something, reach out through a contact form, or sign up for an emailing list. Conversion is the name of the game.
Developing a sustainable website depends on CRO (Conversion Rate Optimization). Building a sales funnel is something that transforms prospects into subscribers and then those subscribers into loyal paying customers. That is what will grow your business. Before you invest in your marketing efforts heavily, you need to ensure that your website visitors won’t slip through the cracks in the sales funnel without sharing contact information. Otherwise, you’ll only be throwing cash away and decreasing your prospective customers’ interests in your business.
Implementing and optimizing conversion rate optimization strategies is amongst the most impactful things you can do for your website. It will allow you to consolidate your sales and marketing funnel and streamline your customer’s path to your website’s ‘purchase’ button. Across every industry, the top 25 percent of websites have an average conversion rate of about 5 percent. In comparison, the top 10 percent have an average conversion rate of higher than 11 percent. If you want to be amongst the top 10 percent, here are some ways to increase your website’s conversion rate;
Incorporate CTAs on every page of your website
The numbers don’t lie! For instance, by sending out an email with a CTA, you will see 1617 percent in sales and a 317 percent increase in clicks. A well-placed CTA on a Facebook page/ad can generate a rise of 285 percent in click-through rates. So, it is a no-brainer to have CTAs on every page of your website.
CTAs work. It is a well-known fact. When you tell website visitors, flat out, what they need to do instead of waiting for them to figure it out independently, they will likely end up doing it. A well-placed, meaningful call-to-action can drastically improve your website’s conversion rate and do wonders for your SEO efforts as well. And on such a note…
Use buttons for CTAs Instead of links
While you can always use a link for a CTA, using buttons can boost your click-through rate by 45 percent. A CTA needs to behave and look like a button. Hence, giving it a 3D effect will help it pop up in your customer’s eyes and entice them to click on it.
Furthermore, adding feedback to your CTA buttons when someone hovers over them, such as a font or a color change, can also appeal to your customers. Also, consider adding a clear direction as well. Instead of using buttons that state ‘click here for a discount’, try to paint your offer in a positive light by using ‘Yes, I want to avail my discount’ instead. It will work a lot better than a generic CTA statement.
Improve your offers through A/B testing
An offer that may sound good to you might not sound the same for a customer. If your website visitors don’t feel excited about your deals, they will never make a purchase. Your content, CTAs, and website design might be perfect. Still, your offers will ultimately decide if a visitor will turn into a buyer or not.
If your website’s conversion rate is on the low side, consider experimenting and playing with different offers. Consider performing an A/B test to help you find out which offer you should keep. A/B testing is a process that shows two different versions of the same component to various website visitors to compare which variant sees the best traffic. The offers that see the highest traffic and conversion rates are the ones you should utilize on your website. In fact, you can also use A/B testing to evaluate other features of your website apart from the offers, such as content, buttons, navigation, etc.
Add social proof and testimonials
You can increase your customers’ trust in your website by adding reviews, social proof, and testimonials on your landing pages. Such a thing will show prospects that your previous customers were happy with your services and products. It will also increase your potential customers’ confidence in your brand. They will know that they will be spending their hard-earned money on an excellent service or product.
Social proof, testimonials, and reviews increase your products’ and services’ value and help influence purchase and conversion. In the end, improving your brand’s reputation can increase your conversion rates tenfold.
Optimize your website to satisfy your visitor’s intent
What is the exact reason for a user to visit a specific page on your website? If they used Google to arrive on a particular page, what was the search term they used? Such questions will help you find out the visitor’s intent.
The content on every page of your website should satisfy the visitor’s intent, or your bounce rate will go sky high, and your conversion rate will tank. Plus, when you fail to fulfill the visitor’s intent, Google devalues your SEO efforts and drastically decreases your website’s rankings. You should optimize your content so that visitors know they are in the right place after reading the first paragraph of your website’s content.
Place high-quality videos and images
You should show your customers exactly what they will be paying for. Using high-quality product images can increase your prospects’ trust in your website and business. When talking about videos, these can either be a service in action or a how-to guide for specific products.
These videos and images will force customers to spend more time on your website. However, in the end, you have to ensure that the media you use serves a purpose. Suppose you post random videos that don’t relate to what you are offering them. In that case, your website visitors will leave your website without signing up for a subscription or making a purchase.
Make your website easy-to-navigate
Ensure that both your landing pages and website are easy to navigate. One way to achieve such a thing is by removing anything that distracts your customers from converting. These can be unnecessary web pages, content, external links, or images.
You also have to ensure that your website is highly responsive. For example, ensure that your website is always mobile-friendly. Websites that do not automatically adjust for viewing on a mobile device will result in customers missing essential elements such as your CTAs.
Include pop-up forms
Yes! We know that pop-ups can be annoying sometimes. But, when utilized correctly, they can be highly effective in increasing your website’s conversion rate. In fact, pop-ups that include proper context can have a conversion rate of more than 40 percent.
The key to a great pop-up is relevance. A pop-up that does not have any bearing will feel annoying and intrusive to your customers. However, if you nail it with the correct design and information, you’ll receive your due reward.
Although it may look like you’ll have to put in tons of effort, however, incorporating the right changes to increase your website’s conversion rate is not that difficult. The strategies mentioned above provide you with a platform to strategically improve your conversion rate and that too without little to no effort. That said, the important thing here is to gather data, define your goals, and continuously monitor and test your strategies to find out the ones that work and the ones that don’t.