How many of your website visitors actually go on to convert into leads and paying customers? Chances are it’s not as many as you’d like.
From getting people to sign up to your email newsletter to encouraging them to request a quote, give you a call or take that final step and buy, conversion is a tough egg to crack. In fact, according to the stats, the average conversion rate is only around 2.35 percent (Source: Wordstream).
So what can you do to improve yours? Here are 15 suggestions that might help.
1. Strengthen your calls-to-action
If your CTAs aren’t visible enough, enticing enough or you only have a few on your site, you’ll get fewer conversions. To get more clicks, ensure there’s one in a prominent position on each page, use colourful buttons instead of links and add incentives e.g. receive a discount when you sign up.
2. Slow down the sales funnel
Talking of CTAs, you also need to be careful with your targeting. Don’t start asking people to buy right away as they won’t be psychologically ready. Instead, begin by offering free advice for an email address, then send great content, and only then progress towards the sale.
3. Evaluate your value proposition
Have a look at your key messaging and ask yourself if what it says is really going to entice customers to buy from you instead of your competitors. If your current content focuses on features, reframe these in terms of benefits and be sure to highlight your USP e.g. what makes you the best.
4. Use more powerful headlines
When people land on your website, you only have a few seconds to catch their attention – and a strong headline is critical to this. If it doesn’t draw them in, there goes any chance of a conversion. The best headlines are simple – not clever – use active language and focus key benefits – do yours?
See our previous post: How to craft ‘All Killer, No Filler’ Headlines
5. Simplify your sign-up forms
The fewer fields you include on your forms, the higher your chance of getting those conversions. If you’re asking people to sign up for a newsletter, for example, only ask for the information you need e.g. name/email. Don’t also request a physical address and phone number – it can put people off.
6. Offer proof
No trust is a big conversion barrier. Someone lands on your website and don’t know you from Adam – how can they be sure you’re credible and the best choice? The answer is to ensure you include as much reassurance as possible. Add testimonials, case studies, reviews and social proof to do this.
7. Remove salesy jargon-filled copy
People know sales blurb when the read it and rather than convincing them to convert it can actually put them off. Because of this, it’s important they your copy is clear, engaging and useful – not filled with jargon and marketing fluff. Look critically at yours and consider whether it could be improved.
8. Keep conversion elements above the fold
Above the fold is the part of a web page visitors see when they land on it before having to scroll. As this content typically gets the most attention, by keeping your important elements like forms and other CTAs here they are more likely to be seen and clicked on.
9. Strip content back to basics
The easier it is for people to explore your website and move through the buying funnel the more conversions you can expect. If your content is cluttered and doesn’t include clear steps to action, people will be put off. So take a look at yours and see how you can simplify it.
10. Improve your navigation
Visit your website and look for individual products/services. Can you easily find each from your homepage? If not, this is a potential conversion blocker as if a person can’t find what they’re after they’ll get frustrated and click away. Utilise drop down menus and a search box to help them.
11. Include a live chat option
Consider adding live chat to your business or ecommerce site. This real-time customer support feature is loved by customers and can help you provide exceptional customer service during the decision-making process pushing them closer towards conversion.
12. Create dedicated landing pages for your PPCs
If you use pay-per-click advertising, don’t just send everyone who clicks on your campaign to your home page or a specific product/services page. Instead create highly targeted landing pages which encourage people to take action. Stats show they can bring 3-5 times the conversions.
13. Add rich media content
Have you got any rich content on your site e.g. videos, eBooks, interactive content such as moving banners? If not, adding some can boost your conversions. Why? Because not only does rich media improve engagement, it also provides more information faster, nudging visitors closer to action.
14. Look at your load speeds
Slow page load times can have a negative impact on your conversion rates. If people are made to wait more than 2 seconds they’ll typically click away before you’ve even asked for action. Test yours using Googles free PageSpeed tool – it will tell you how good it is and what you can do to improve it.
15. Test, test, test
While this is last, it’s actually the most important tip and should be applied to all of the above. Every time you make a change to improve your conversions, test it by using Google Analytics to see how the modification is affecting your metrics. If you’re not seeing an improvement – try something else.
Need some help optimising your website for conversions? Get in touch to see how we can help.