In a customer-facing business, you will need to deal with conversion sooner or later. In a nutshell, conversion means making your website visitor or ad viewer do one of the predefined actions. The actions in question range from such jackpots as making a purchase from you to more down-to-earth ones, such as subscribing to a newsletter or downloading an ebook.
Of course, all businesses aim for a higher conversion rate because it means more customers and, ultimately, more sales. However, if this is your first encounter with conversion rate, I might disappoint you a bit – in most industries, it fluctuates in the range of 2 to 5%. Few businesses can boast a two-digit conversion rate.
Still, a strategy focused on increasing the conversion rate has a lot of benefits. A higher conversion rate leads to higher engagement and might eventually increase your overall sales. The bad news is that it does not happen automatically, you need to work for it. The good news is that there are certain surefire techniques for improving conversion rate, and I am going to share some of them with you.
Optimize your website performance
Conversions happen on your landing page. Unfortunately, this is where conversion opportunities are lost, too. It all depends on that first experience that your website creates for the visitor.
The first point where you may lose your conversion occurs even before the web page even loads. Yes, you guessed it, I am talking about the loading speed. The loading time of 5 seconds can cause as much as a 90% bounce rate increase.
So, the first tip I have for you is to invest in quality website development to make sure your visitors get a positive experience when they first land on your page.
Use a powerful CTA
Your call to action should be visible, convincing, and clear about what you offer. The visitor should not waste time looking for it, nor should they guess what you mean by “Try now”.
Depending on your business specifics, you can choose from many standard CTAs selecting the one that describes your offer best. “Subscribe”, “Download”, “Start free trial”, “Join”, “Sign up” – these are just a few of the most used CTAs that you can try. Alternatively, you can get more creative and turn your CTA into a concise description of your offer. See, for example, how Crazy Egg does it – the CTA says “Show me my Heatmap” giving a clear idea of what you can expect when you click it.
Image credit: https://www.crazyegg.com/
Widgets can make your website stand out and add to increasing the conversion rate. There are all sorts of widgets you can use depending on what you offer – calculators, random reviews, availability check forms, just to name a few.
Another great thing that almost any website can benefit from is live chat. It is a great tool of engagement and conversion, for it can truly help visitors find their way around and create a very positive experience of your business. You can try the HelpCrunch widget to implement a live chat on your website, and you will definitely see the difference.
Explain how to make the most of your product/service
To convert your website visitors into customers, you need to convince them that your product is the right option for them. Thus, it’s important to list all benefits of it, and running a webinar is the best way to do it. Not only do modern people love educational content, but they also want to understand everything about your product before making the purchase decision. Moreover, there are different webinar platforms on the market that make it easy for businesses to organize and conduct online seminars that explain everything about your product or service.
Do not ask for needless details
When your visitor does click that “Subscribe” or “Get started” button, do not scare them away with a form that reminds them of a tax return. It may be tempting to ask for a full name, a phone number, a mailing address, a date of birth… but leave those for later, if ever. What you truly need is the email, and this is what you should ask for.
The user’s email is a key to powerful marketing opportunities, and the email is what you need to aim for. So just ask for it. Here’s Shopify, for example – just one line to enter your email to start a free trial.
Image credit: https://www.shopify.com/
Design your landing page to be sleek, clear, and to the point. A cluttered page with tons of text, dozens of images, and unexpected animations will, probably, make a visitor want to close it and never return.
Look at your website and remove everything that distracts the visitor from reaching their goal. Make the menu as brief as possible, get rid of all irrelevant images and videos, reduce navigation to an absolute minimum. This way, you can showcase your offer in the most effective way and lead the visitor to conversion.
Building a highly converting web page is both art and science. The main thing is not to be afraid to experiment, test, and discard what does not work for you. And, once in a while, to step back, look at your website, and ask yourself – would I click that button?