Creating a website, designing it, and setting it up for success is a massive undertaking.
No matter how much you’ve worked and improved upon your marketing tactics, increasing your website’s conversion rate should be the first task on your priority list (and something you should revisit often).
This initiative of taking as many visitors as possible and converting them into paying customers is precisely why we’re going to go in-depth with this topic today.
- What is a conversion & why does it matter to your business/website
- Factors that directly affect your results
- Actionable insight into proven optimization techniques
- How to think outside the box in order to connect with your audience
What is a ‘Conversion’ & Why Does it Matter?
In terms of websites, a conversion refers to a visitor who navigates to your website and takes certain actions that you want them to take, ultimately ending in a purchase of your product or service.
This can range from making a purchase, signing up for an email newsletter, downloading apps, or anything else that results in an end goal for your business. In many cases it is a measure of sales or commitments to your product.
This measurement matters because it makes or breaks your deliberate online efforts. If you sell fashionable belts for women, you want the percentage of visitors on your blog that purchase the belts to be as high as possible.
Insight into this measurement & making actionable adjustments can positively impact your overall rate.
Sometimes a slight change can result in a massive improvement. If you combine many slight changes and a big tweak, it can lead to a spectacular increase in your results
Boosting your conversions is of high importance. One of your primary goals is to achieve a solid stream of results that can serve as the backbone of a sound marketing funnel.
Achieving this requires testing, planning, and data analysis. As soon as you launch advertising campaigns, you should study and test variables that can boost your results.
Factors That Affect Your Conversions
- Value Proposition
This is the first opportunity that defines whether visitors will either interact with your content or simply bounce off to another website.
This is the first element you should test out that can give you a superb boost. The costs and advantages of taking action will raise the value proposition.
The best piece of advice I can give you is to put yourself in the reader’s shoes. Ask yourself if what you’re offering is worth their time and money.
- Succinct with Clarity
This factor determines how clear your value proposition, call-to-action and principal message are. Sometimes it’s best to keep it as simple as possible.
This defines whether the content on your website meets the requirements that visitors expect to see, and how closely your value proposition relates to their needs.
The big picture idea behind this is that your website’s offerings must fulfill the user’s intent with their search query (i.e. if someone’s searching for women’s shoes and comes to your website, you better have women’s shoes to offer them).
These are the elements that can distract a user’s attention from the main purpose. Eliminate any distractions like these and ensure that the path for your readers is clear from beginning to end.
- Worry & Anxiety
This factor involves removing any doubts in the reader’s mind. Here you want to consider the things that will hold them back and immediately assure them that they don’t need to be concerned.
Our goal is to alleviate these two emotions in order to clear the path to a conversion. Most commonly these worries stem from things like a return policy or customer service after they’ve made their purchase. Address these concerns right away to ensure results.
- High priority
What steps and actions should your visitors take now on your website? This will describe all offers and incentives that make people take the next step.
Let’s say you want to increase your sales by 30%, how would you do that?
Creating ‘higher’ quality content?
Spending more money on your marketing campaigns?
I mean, you can do all those things. However, to make the most and immediate impact (& without a lot of dollars) on your sales, hyper-focus on CRO (conversion rate optimization) is key.
Here are 15 tips, tricks & secrets on how to Increase your Website’s Conversion Rate
#1. Plan an A/B testing
Why did I mention A/B testing in the first place? When we talk about CRO, we should do testing, testing, and more testing.
This method is one of the most effective ways to check out your best marketing and promotional tactics that you are running on your website. You can test everything from website design, to search advertising and sales emails.
Well thought-out A/B testing can guarantee an increase in your website conversions and make your marketing efforts more profitable. This method will turn website visitors into customers.
Let’s say you’ve created two headlines for your home page, but you don’t have any clue which one is more effective.
You can try out this A/B test to figure it out.
You should create two different pages with different headlines: page A and page B. With A/B testing software, you can direct 50% of the traffic to both pages A and B. Each one has a call to action, and in the end you can figure out which page gets more conversions.
One of the most influential experts in conversion rate optimization, Paul Boag, gives the following piece of advice:
“The most effective approach is continual and incremental improvement. That means you need to be constantly testing different approaches to discover what will be most effective.”
At any time they are running over 100 different multi-variance tests. You will not improve your rate by guessing alone. You need to test.
However, if you need to test more than one element on a website, you can run a slightly complex test called a multivariate test. It can be performed in a simple way: as different A/B tests that are conducted on one page at the same time.
Bear in mind that with testing you would like to collect enough data to make sure that your tests are relevant.
That can sound complicated, don’t you think? There is no need to spend a ton of money on testing; you can use Google Analytics Content Experiments to test your website for free.
When you reach the testing phase, here are some things to remember:
- Headlines and sub headlines. You should make sure that they promote the primary offer.
- Different offers. Figure out how effective all of them are described and laid out on a website. Test different offers to check out how coupons work in a different way.
- Long sales page vs short sales page.
- Images and videos. Swap and test different videos and images to meet key points.
- Navigation and page layout.
- Call-to-actions and order buttons. Test the size of buy buttons and the statement of call-to-actions. For example, if you run a software product, you should have the demo or trial buttons, but not the “purchase” button.
- Logos, icons, colors and different forms that are put in the different parts of a website.
Testing is a never-ending process! It is easy, quick , and fun! This is a great option to learn many useful things and practice your creativity. As soon as you get results, you can start testing something else.
#2. Know Your Target Audience
Knowing your target audience is absolutely crucial if you want to increase your rates. When a visitor comes to a website, clicks some links, or maybe goes to your buying page and doesn’t order anything, it seems as if you lost this person.
In my point of view, an appeal to a certain demographic can give you substantial growth and reduce your bounce rate on a website.
#3. Develop a clear and concise value proposition
Actually, a high purchase rate is defined by the value proposition. A value proposition defines the physical or mental gains a customer receives by purchasing your product or service.
A clear value proposition is the basis of any CRO strategy. Clients want to know not only what you offer them, but also why they should buy from you.
When you develop a landing page, ask yourself whether it helps them make a significant decision. It should allow them to learn more about your product. If it’s not, then you should work in this direction to give readers what they need (sign up, demo, trial, buy a product and etc.).
It is important to study your competition to know how effective your value proposition is in comparison to their own.
How to make an awesome value proposition:
- A value proposition should be unique and differ from your competitors.
- Design key factors that make your product competitive and unique. Outline important factors that can be useful for buyers to see your main message.
Only hard work on creating a powerful value proposition will lead you to an ideal prospect. Updating, testing, expressing, and measuring value is a steady and consecutive process.
#4. Test and Analyze Your Landing Page
The best tool to analyze your landing pages is Google Analytics. If you’ve used this tool, you will understand how effective and invaluable it is.
This tool is not only effective, but it’s also free of charge! With Google Analytics, you can check out the sources that deliver traffic to your landing pages from organic search, email marketing, social media, paid ads and other ad channels.
The more you know about the sources of traffic on a website, the more clearly you will get a view of how your offers will influence your visitors.
Actually, you can get a lot of website data from Google Analytics, but you should focus on these next areas in order to increase your conversions:
This will show top keywords on the landing pages that deliver traffic.
It is important to know which keywords are ranking for a website and how search engines understand your content. There are many variables to track on your pages via Google Analytics. For website monitoring rankings, I am using SE Ranking.
- Traffic source
This point will determines the sources that brought visitors to your website.
- Visitor loyalty
You can figure out how long, how many times, and how many pages people visit on a website.
- Bounce rate
This area will evaluate the relevance of your landing page. It determines a rate of single-page visits in which the person bounced from your website to another. The more relevant the landing page, the more visitors will stop on the site and become paying customers.
If you are able to conduct regular surveys and analyze landings pages, this will be a good start to increase ROI and conversions.
#5. Focus Your Attention on Eye-Catching Headlines
Attractive headlines are the first thing that your visitors see when reading your landing pages. If they are not informative, clear, and eye-catching, your visitors will probably bounce to another site.
A well-written headline is a solid guarantee to drive more traffic. Visitors will want to take a look at it, even if it is just a pure text.
A typical landing page includes a title, subtitle, images, call to actions, a few paragraphs, and trial/buy buttons.
It doesn’t matter if your landing pages are short or long sales letters, users will read what they really need! The key to connect with your target audience is to do all this stuff in an engaging way. Be entertaining and fun!
Here are the questions you should answer before you start writing an engaging copy:
- Why do they need to read this page?
- What do you offer?
- Who is it for?
- What can they get from it?
- When can they get?
- How does it work and how does it relate to them?
The principal goal is to convince your readers to purchase your product or service. It is vital to create actionable content that will focus more on the results rather than retelling the basic features.
#6. Write for People
If you really want to interact with your visitors, you should keep in mind that clarity is what you need to have. Clarity always outweighs persuasion.
I know it’s really hard to explain to them what you do and how the site can be useful for them. Right?
Make sure that, first of all, you write for people, not search engines. If you are used to complicated business language and jargon, it won’t work for you. First, write for people!
Clarity is something that most of companies should put in marketing practice on a site. Imagine that you explain your service, product or app to your close friend. Use simple and common language!
#7. Make Visitors Trust You
It is not a new concept that running a commercial website is troublesome. People view this kind of website carefully. That’s why it is important to give customers a reason why they can trust you.
How to build up website credibility:
- Update your website often. People trust websites that regularly add new content. Post only fresh, unique, and interesting content on your blog or site to attract more visitors. Avoid grammatical, punctuation and spelling mistakes.
- An email address, physical address, phone number and contact form are a good start to build up trust with people. You can post images of your organization, members of the company, some events, or even cover bios that will reveal more about you and your personality.
- Poor design can give people an unprofessional feeling. Try to test your different landing page designs. First of all, you should test your images vs content and apply these changes to your design in order to evaluate the success of these new versions. Try to pay attention to the top section of a website in regards to the layout, typography and consistency.
- To build up your website credibility, you can provide testimonials, citations, references, and feedback in order to show confidence in your content.
#8. Write a Detailed Return Policy
For e-commerce websites, it is of great importance to get a clear return policy because it is one of the most widespread issues for consumers.
The situation is quite simple with shops and stores. People know where to go back and explain the problem with the product. What concerns them about websites is that it can be hard to return a product.
Websites with a clear and well-organized return policy have a better chance that customers will come back and buy more from them. If you do free return shipping, it will be a good start to attract more customers.
People don’t like to pay for shipping when returning products. Try to give people enough time to evaluate and return things in case it doesn’t work for them. 14-28 days from the date of a purchase is quite common and fair.
#9. Create a Sense of Urgency and Provide Incentives
Urgency can really work and make customers decide quickly. Nothing creates urgency like the potential to miss something at a reasonable rate. Quantity and time are two factors that can increase that sense of urgency.
If you have an endless quantity of your product, you can make up some promotional offers, discounts, or competitions with a free gift. Be honest and authentic!
#10. Reduce the Number of Distractions
To tell the truth, I hate when I read something interesting and engaging, and different pop-up ads distract my attention from important things.
The less distractions you have on a website, the more chances you’ll have to increase the conversion rate. Try to minimize unnecessary product options, ads, links, irrelevant images, and everything that can distract their attention. Remove the menu and get rid of big and long headers.
A little dated but still just as effective, Alhan Keser from Blue Fountain Media created this video that illustrates diagnosing a leaky conversion funnel.
#11. Provide Evidence
People are hard to convince and they always need proof that your product lives up to their standards.
Types of proof you can provide:
- Provide links to reviews from third parties to show off.
- Social engagement is the best way to connect with your customers. Thousands of likes, tweets, and shares will prove trust from your fans and followers.
- Provide customer testimonials to show people how they can use the product in difficult situations. People trust testimonials from potential customers and their experience with your product.
- Case studies are one of the most effective ways to show results.
- Give people a trial/demo version so they can try the product for themselves.
#12. Assist Them During the Buying Process
The primary goal is to make it easy to buy from your website. Don’t make people figure out where to click to buy a product. The purchase/buy button should be visible and self-evident. The buying process should only take a few minutes at most.
Here are some ways to simplify this process:
- Tell your potential customers what they should do next. Each step should stand out from the rest of your content so it’s easy to spot.
- Ask people to fill a few fields. Just ask them to fill out the most important things. Make it easy to sign up with Facebook, Twitter or a Google account.
- Offer customers free shipping. This is a great incentive.
- Let customers check out products without signing up. There is no need to make them register to buy something.
- Don’t overwhelm them with options. Give them clear choices so they can make a decision quickly.
#13. Highlight the Product’s Value
The most common mistake each business makes is that they don’t provide information that people should have to know about the product and its value.
This is how most marketers describe the product:
Don’t you think that it is ridiculous to buy the tablet with this information? It takes time to write a well-detailed description for each product, especially if you have thousands of products. They just provide a list of key features with the price.
Would you buy this product? NAH.
Here is the example of the product with detailed information:
The best way to make people buy your products is to provide enough information about them. Try to add as many features, descriptions, customer reviews, videos, and images as possible.
#14. Look for Online Reading Habits
As you’ve already heard there is a significant difference between online and offline readers. People that read online don’t read word by word, the usually scan the web pages.
All websites are based on “non-linear media”. People don’t follow the author’s way of writing. They choose the content from different sources. Most people read the content in F-shaped patterns.
Therefore, you should focus your attention on these parts like titles, sub titles, bullet points, and paragraphs. The primary idea is to place the content in a way that captures reader’s attention.
#15. Write a Content with SEO
When you are going to write content on a website, make sure that you consider SEO. Try to optimize your article around keywords that can drive more organic traffic.
The primary goal of article writing is to get high website rankings in search engines by using target keywords. You can use Google Keyword Planner Tool to search for high volume search keywords.
Here are the examples:
As soon as you figure out the best options, put them into your content. Remember to avoid keyword stuffing and use HTML areas: title tags, meta tags, Alt tags, and anchor text.
Conversions are one of the most important factors that can earn profit for your business. Testing is the best way to increase website conversion rate. It is not a quick process, but if you invest enough time, it will bring benefits to your business. It all starts with research.
So, how do you boost your website conversion rate?
Let us know what you keep in your mind. Share your ideas in the comments below.
Irina Weber is a search marketing specialist, blogger and guest writer. She is a permanent writer of SE Ranking. She loves to write articles about social media, internet marketing tactics, usability, link building and SEO tools. She contributes guest articles for many popular blogs and websites.