How to increase your website conversion rate in 2019
Whether you are a software provider, a design agency or a manufacturing company, we all strive to be successful. Would what we need are: website lead generation, revenue growth, growing and expanding your business? At the end of the day, those are goals that we all want to achieve.
One of the biggest success factors is when a potential customer becomes a loyal long-term client. Conversion rate optimisation (CRO) plays a key role in this process. Pushing visitors to perform certain actions, like filling out contact forms and subscribing to newsletters might not be enough to increase conversion rates. There are many more factors that contribute to your overall conversion rate.
In this blog, we will explore 7 unique tips that will help you improve website conversion rate.
Understand the nature of conversions
Put simply, a conversion rate is the ratio of visitors who perform desired actions to total visitors. For instance, if your landing page receives 200 visitors last month and 20 of these visitors fill out a contact form, then your conversion rate would be 10 percent.
There are generally two types of conversions: macro and micro. Macro conversions are primary actions that are important to your business revenue, like making an eCommerce purchase. Micro conversions, however, are smaller steps that help nudge your visitor towards a macro conversions, like downloading a guide or subscribing to a newsletter are common examples of micro conversion. These have become more and more important, as they help to nurture your potential customer.
You need to make sure that your important landing pages each have several macro and micro-conversions so that you can appeal to a wide variety of visitors. This is because not every potential customer will be ready to buy.
For example, if you sell Holiday Packages, your macro conversion is obviously a booking. However, to many visitors, this might seem like a large commitment to make, especially if they are still learning about your business and your service/product. As a result, you could create a downloadable piece of content – like a detailed packing checklist – that provides value for them and starts the nurturing process.
Make your offer special
How do you make your product or service stand out from the competition? This all starts with your unique value proposition, which should be apparent from your landing pages. Think about the following questions:
- What problem(s) does your product/service fix?
- What are the benefits or values you can give to your customer?
- What makes your offer one of a kind?
- What are your business values? Are they relevant to your potential customer?
Test your landing pages by showing them to people you know and trust. If people can’t explain in a few words what your offer is and what the benefits are, then you should consider clarifying your landing page. Make sure that your promise to the client is precise and manageable. Never promise something you can’t deliver, as this will lead to bad reviews and low referral rates.
Check the quality of your web traffic
If your goal is to increase conversions, you should always consider the quality of the traffic on your website. Check metrics like the time your visitors spend on your site, how many pages they visit, and what the bounce rate is on your key landing pages. If your website isn’t getting enough traffic, then it may be worth setting up a Google Ads campaign.
Keep in mind that the average conversion rate is between 1% and 2% for organic traffic, but that this will vary depending on your sector. If your website conversion rate is lower, then it may be due to the quality of your traffic.
For example, if you sell smartphone covers but the majority of your visitors are coming onto your website to buy a smartphone, then this would explain why you might have a high bounce rate. In this specific case, your website is probably ranking for the wrong search terms.
Improve your UX
What exactly is user experience? It’s a process that involves the research, development and classification of all aspects of user interaction with a company.
There is no doubt that UX plays an important part in whether a landing page is going to convert. Coming up with UX design strategy is not an easy task and it does take time, patience and testing. One of the most crucial factors is the usability and the key performance indicators (KPIs) on your website.
There is no single correct approach to UX design that converts. Designers should go beyond the layout and first and foremost consider the business objectives and the ideal buyer persona. Based on that you would know what users would expect. Making the user experience responsive on all devices gives the chance for your visitors to become a potential lead or conversion at any point of time and place.
Both marketers and designers should take the time to test any changes made to the website interface and track UX KPI metrics at all times.
Call to Actions are powerful
Visitors tend to scan pages and usually only pay attention to key elements. Make those key elements accessible and easy to spot – lead the visitor to what you really want them to see.
Call-To-Actions (CTA’s) come in different shapes and sizes. They can be a combination of text, images, buttons, videos or animations. Make sure to use a focused message that provides visitors with explicit instructions – such as download our FREE guide or get our limited trial today. Demonstrating urgency of providing a limited time offer is a great way to motivate your visitors to take action immediately so they don’t miss out on your special offer.
SEO & Content
Content marketing can drastically increase your conversion rates. However, it is also a great tool for attracting high-quality-traffic to your website. As we mentioned earlier, high-quality traffic is essential if you are looking to increase your conversion rates.
Start by researching the decision-making stages that your customer goes through. This will help you pick the interesting topics that relate to your audience’s pain.
For example – if you run a fashion business – give styling tips, top seasonal trends or even lookbook ideas. Share information that is valuable to your potential customer, as they are more likely to look for this in the first place. Put yourself in your customer’s shoes and try googling your business, as this might give you an idea about what keywords and content works best on your web pages.
Use Google Analytics
Use Google Analytics to set up goals so that you can measure the effectiveness of your conversions. This also allows you to set a distinct value for certain actions, even for micro-conversions that don’t have a monetary value.
For example, if every 3 inquiries usually leads to a sale, and you average sale is £300, then you can assign a ‘goal value’ of £100 to each inquiry. This allows you measure the contribution of certain campaigns and landing pages, while measuring the performance of certain CTA’s.
Do you want to convert more website leads?
Conversion rate optimisation is a process that requires constant work and experimentation.
Download our free digital marketing guide to help you get more leads and conversions.