How to Increase Website Conversion Rates

How to Increase Website Conversion Rates

John Obstander
29 January 2018
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How to Increase Website Conversion Rates

You may have put a tremendous amount of effort in to get visitors to your site, but it’s not rare for the majority of visitors to have bounced off your site without taking any action. In an ideal world, every person landing on your site becomes a subscriber, and/or a customer. Unfortunately, the reality is that most of them do not. So what can be done to increase my website conversion rates, you may ask? Here are some basic pieces of advice to get you started. Use the following tips will help you persuade casual onlookers to stay with you for a while longer.

1.     Get to the Bottom of Things

Why do people come to your website and what is the reason behind their visit? Understanding this aspect of the buyer’s journey is crucial. Each visitor has their own questions and desires, fears and hopes. Are they here to buy or are they on a quest for information? When you get to the bottom of such questions, you can drop all the useless bells and whistles and develop a marketing strategy that addresses different audience segments specific needs. The easier you make it for them to take the required action, the higher the chance of them converting! You should consider heading down the following paths:

  • Use Google Analytics to discover how they landed on the web page in the first place.
  • Take a look at their viewing behaviour after they’ve landed on your side to help determine what are they looking for. Is it a demo request, blog, or are they more interested in looking at your testimonials? Somebody who is browsing testimonials are more likely to buy sooner than somebody looking at your ebook.
  • Ensure an easy way for visitors to take action. Include CTAs, embed user forms and link to pages they might find useful.

2.     Testimonials

To achieve optimal website conversion rates, offer strong evidence to your case. For many of your clients, the information is necessary for making a decision. People are interested in true stories, social proof, and first-hand accounts. Follow Amazon’s example (and that of other successful outlets) and include user testimonials on your landing pages.

Truthful positive feedback offers excellent conversion optimisation. We can use a media monitoring tool like Meltwater to keep track of review and forum mentions, whether the thread is on our website or a third party. Review and forums are full of great and candid feedback. Use testimonials to promote brand advocacy and improve your product offering/ marketing strategies.

website conversion rates

3.     Guarantees

Don’t forget to feature refund/ return policies on your site. Customer-centric offers help to put your customers’ concerns to rest. If they’re reluctant about taking an action, try offering a “safety net,” something that would help them come to a decision much more easily. Common examples include money-back guarantees, fee trials, satisfaction guarantees. All things considered, there are practically no downsides to this method.

4.     Include Calls to Action

It’s really difficult to increase website conversion rates if there are no CTAs. Let your visitors know what you expect from them on every single webpage. Do you want them to push a button, read other blog posts or fill out a form? Clarify what you’re looking for and put those call to actions in visible places. Relay your intents in a clear manner. Take a look at this blog post, “Calls to Action: 50 That Sell and 10 That Repel” for inspo!

5.     Provide Visualisation

Text-only content will hinder you. In marketing, words are not the only way to deliver your ideas. Videos and images are also powerful tools when used appropriately. It’s good practice to apply media monitoring and search for industry keywords, by doing so you can understand the top performing campaigns within that space and gauge common strategy factors. It doesn’t hurt to learn from the best by benchmarking yourselves against the key players! Visual storytelling is all the rage right now. Hire a web-designer, and use a couple of images from stock libraries such as Unsplash and Pixabay to mix things up.

6.     Highlight the Benefits

Listing the basic features of your product is important, but do make it your goal to tell prospective buyers exactly how your goods or services will help them. Remember, simply listing features is useless without noting the need that the feature fills. A good copywriter can do that. If you need help writing engagingly, consider TextBroker or NerdyMates.

7.     Get Influencers On Board

2018 is a big year for influencer marketing, but influencers don’t only take the form of celebrities… While monitoring media, you’ll realise just how influential reviews are in helping potential buyers make purchase decisions! Some community members are more influential than others. We can use a social listening tool with the ability to rank community members by their influence and then message members who rank higher in order to get them more engaged with future campaigns.

using social media influencers to increase website conversion rates

8.     Avoid Asking Too Many Options

People can feel uncomfortable when faced with numerous options. They may get stuck and incapable of making a decision. Simplify your site, avoid sensory overload, and be very clear about your target audience.

That’s the basic gist of it. Feel free to apply these if you haven’t already to achieve optimal website conversion rates. There is no other way to the top than testing your website constantly.

About the Author:

James Obstander is a writing enthusiast. His interests are marketing, phones and trending topics. He has a project in the pipeline that’s being developed in conjunction with ProAcademicWriters. He really likes cats.