Effective ways to increase your websites conversion rate.
If your website is receiving traffic but isn’t making you sales you should start looking in-depth at the website and start getting an understanding of who your potential customers are and how to deliver what they are looking for quickly and effectively. Here are five very simple website changes you can make to increase your websites conversion rates. The below points are designed to be easily actionable and focused on business websites, so no pop-ups, pop-overs strategies.
1. Include a clear call to action.
Calls to action are not just limited to e-commerce websites, you should maintain a clear objective throughout all your content on what you would like users to complete. If it is enquiring via an online form, signing up for a newsletter or simply making a phone call you should be clear that is what you would like the user to do.
A good call to action provides focus for your website, direction for the users and a way to measure results.
For your call to action you may first have to recognise a need for the user, a short explanation of the problem and your solution presented to your user will often work well. Use direct language in your call to action such as: Buy, Call, Subscribe, Register. You can also create an urgency and even offer an incentive for completing the call to action.
2. Make an enquiry form available on every page and promise a prompt response
Make sure you are offering an enquiry form for your users to fill out and promise and deliver a prompt response. This can be a simple as capturing a name and phone number to getting all the details you require filled out to send through a quotation. Other forms such as SMS text back pricing and call back forms are also effective at capturing potential enquiries that might not want to call.
For e-commerce sites its a good idea to offer a support form or a check availability to capture potential sales that may be unsure of purchase.
3. Testimonials, testimonial video’s, portfolio’s and case studies
Offer testimonials from your clients and show them on your squeeze and landing pages. If you have a strong social media following, link the conversations that are taking place.
If your clients are willing to put themselves in front of a camera for 30 seconds it can be a great way to build credibility to your potential users.
4. Include an online offer even if it just ‘Free Quote’
Have an incentive and even promote a sense of urgency to your users. Free on-site quotation, fast response, free t-shirt or anything that will make your offer stand out from the crowd. This encourages your users to make the transition to conversion and if you are really imaginative with your call to action this can be your companies distinct advantage in the online space.
5. Address common fears and concerns
Identify with your users and show an understanding of your potential clients buying cycle. Showing an understanding of common fears and objections shows you as an authority in your particular market and can add credibility.
If you have successfully addressed any objections your target client will have the chances of them converting are much higher.
With these 5 points addressed, your website should have the basic content & functions it needs to achieve a strong conversion rate. However, conversion rate optimisation is not a ‘once-off’ exercise and should ideally be a continual practice. The best tool at your disposal when trying to improve your conversion rate will be traffic data, so make some changes to your site then monitor it’s performance to see how your website visitors react. Consistent testing like this will ensure that your conversion rate is always improving.
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