These conversion rate optimisation techniques and tips can help increase leads and enquiries from your site
When managing a website and attempting to improve website results it is very easy to get lost measuring visitor numbers and average sales values, but we should also look for ways to increase conversion rates. Improving conversion rates is one method of greatly increasing the performance of a business and while some changes may require a lot of work there are others that can be implemented immediately and give equally immediate results.
Why Do Website Conversions Matter?
Managing a website or a marketing campaign means tracking and measuring many metrics. One metric that can sometimes be overlooked is that of conversion rates. While it is impossible to say exactly what conversion rate a website should enjoy – values can range from less than 1% to 5% or more dependent on many factors – you can always look for ways in which to improve conversion rates.
Marketing And Visitors
1 – Targeted – Ensure your marketing efforts are targeted. Keywords, marketing message, and the source of your visitors can all be targeted to the content that you offer to help improve conversion rates.
2 – Relevant – Marketing, visitors, and content should be targeted to one another. Using generic content will not persuade visitors as often as content that is targeted to make sale sand generate conversions.
3 – Qualified – Attempt to qualify leads before they arrive on your website. You can do this through the use of negative keywords or by adding qualification to your ad copy. This will reduce bounce rate and increase conversions.
4 – Keyword Choice – Your choice of keywords is vital to conversion rate optimisation. Don’t assume that the keywords you researched 3 years ago are still accurate; conduct new research regularly.
5 – Concentrate Your Marketing Efforts – If you find that a particular channel, for example Facebook, is generating excellent conversion rates then concentrate more of your efforts on this channel at the expense of underperforming channels.
6 – Ensure Page Elements Are Not Broken – Broken elements on your webpage design means that pages will load slowly or parts of the pages may fail to load at all. Ensure everything works properly and pages load quickly.
7 – Interlinking – Navigation should direct visitors through the funnel on your site so they progress from interested readers to paying customers. Use template navigation bars as well as contextual links and other navigational links on your pages.
8 – Add Urgency To Your CTA – Increase the urgency of your Call To Action. You may find that visitors are more inclined to take an action if they perceive a sense of urgency. Even consider changing links or CTA buttons to red.
9 – Change Your CTA Wording – Another way of increasing the urgency of your CTA is through the use of different wording. Experiment with different CTA wording.
10 – Clean Your Template And Home Page Design – A cluttered page may make it difficult for website visitors to know what their next step should be. Remove clutter and minimise unnecessary content from you template and your home page design.
11 – Use A Single Page Checkout – The checkout process should be quick, simple, and painless to prevent visitors from bouncing off the page. Ideally, once a visitor clicks to make a purchase or checkout they should only have to complete one page to complete the purchase.
12 – Try Different Content – If pages are not converting well then consider changing the text and then testing results. Change the images and test results and then do the same with video and any other content.
13 – Add Videos – Video can be highly emotive and an extremely efficient means of increasing website conversions. Consider video reviews, video tours, and other valuable video content.
14 – Reduce The Fields In Your Signup Forms – Your signup form should be as simple to navigate and use as the rest of your website. Reduce the number of fields in your signup form, especially if a signup is considered a conversion but also if you aim to convert visitors later.
15 – Consider A Single Call To Action – Some websites may utilise a number of conversion factors. You may sell products, encourage visitors to subscribe to a blog, and attempt to persuade them to sign up for a newsletter. Reduce the different Calls to Action that appear on a page to see if this improves your conversion rate.
16 – Make Ad Copy More Action Oriented – Rather than using titles that convey benefits, try adding some pages that are action orientated. Changing a page title could provide you with instant conversion rate improvements.
17 – Add Video Reviews And Other Media – Look for ways in which to increase the range and types of content that you add. Different people like different forms of content, so offering a variety will help convert more visitors to customers.
Communication And Reputation
18 – Free Trials – A free trial can help bestow the benefit of digital products and downloads. Consider this to be a means to increase the number of website visitors that convert to business customers.
19 – Improve Or Highlight Benefits – Consider the biggest benefits of using your business and then bestow these benefits on users in your content. If you don’t find enough benefits then create some more. Consider free shipping and advertise this as a major benefit.
20 – Test And Repeat – Always test results of any changes or additions that you make so that you can see what works and what doesn’t. You can then implement similar changes on a site-wide basis or revert back to the original content if the changes did not work out. To you should make small changes and run regular resting to determine what works and what doesn’t.