Website Conversion Optimisation
How To Convert on your Website
A website’s conversion rate is a measure of the number of visitors that go on to buy. Many website owners will often concentrate only on increasing the number of visitors they have.
Most often their site only has a few simple problems that, if solved, would have a massive effect on the conversion rate and this, in turn, will improve their site’s bottom line.
Improving a website conversion rate can be relatively simple. Here are a few methods for doing just that. And, remember, you don’t have to implement them all in one go. Just select a few of the methods that you want to work on and get the ball rolling from there.
Then in time, you will slowly build up your online marketing efforts and you can then sit back and watch the sales come as the website conversion gets improved.
1 Keep it clear and simple
A clear layout and navigation are essential in capturing attention and guide your visitors to where you want them to go. All pages should be considered a landing page but if your visitor is not landing on the right page he searched for it is your job to guide them to where they need to go.
2 Show them that you are the expert
Let the visitor feel that you are an expert in your field. If the visitor sense anything otherwise they are more likely to continue looking till they find someone they can relate to and feel they can trust. Testimonials and social proof are good but the best way of showing your expertise is to give away good relevant and educational content of your services.
3 Create a lead-generation magnet
To turn your expertise into a lead generation magnet is to be able to give some of your knowledge away. This can be in the form of a free report, an eBook, subscription or an invitation to an event. Your magnet must be relevant to your target market and it must provide a solution to their problem. This is why they are searching – to find a solution to a problem
4 Convey the value of your lead-generating magnet
Your description of your lead-generating magnet must resonate with the visitor and they must be in no doubt that this is not just another spam lead. You need to make sure they understand how this will benefit them. Put yourself in their shoes to answer their question: “What’s in it for ME?”
5 Create a clear opt-in form above the fold
Your landing pages should have an opt-in form for your most requested and valuable lead-generation magnet. This form should be accessible and visible without the need to scroll down (“above the fold”). To have an opt-in form on all your landing pages will ensure your website conversion are boosted even higher.
6 Less is more
Limit the required fields in your opt-in forms. Most people are now used to give their name and email address when filling in a form to download an eBook or another lead-generation magnet. If you ask for too much they will hesitate and the fact is that opt-in rates reduce significantly as the number of fields increase. A rule of thumb is to ask for the minimum amount of information and collect more date as a relationship starts to grow.
7 Don’t use Submit
Do not use the standard grey button with the words ‘Submit’ on. If you really want to boost conversion rates change it to a more descriptive and captivating name that reinforces the value of your lead-generation magnet. Something more creative like “Sign up for FREE”, “Place my Order”. Also the use a sub-text will enhance this even more “Get Started NOW – It only takes 20 seconds”, “Download Here – Free 30 Day Trial”
8 Upsell on your Thank You page
This is a very effective and valuable way of continuing your dialogue with the visitor. Because they have just taken action and are motivated they are more likely to take an additional action if you give them the opportunity to do so. You have to be strategic in what you want them to do so it must be relevant to the action they have already taken. It could be an offer of a bonus download if they give more information.
9 Get permission to follow up
Because someone is filling out a form on your website does not automatically mean that they allow you to communicate with them. To be sure they allow you to communicate with them use a double opt-in or a checkbox on your form making it clear that you would like to follow up with further communications with them. To get permission is not just a good idea … it is the law! Make sure you make it clear how often you will communicate with them and what content they are likely to expect.
10 Nurturing through follow up
This is where so many small businesses fall short. It is vital that you follow up with communications. The simple reason is that it takes several touches of communications before a prospect is ready to buy. In 98% of all cases, they were not ready to buy when they visited your website for the first time so it is your job to get them ready by providing good value and content in your communications with them. You can do this by setting up an autoresponder that automatically sends out communications to them at a pre-set interval. This will build up trust along the way and they will come to you when they are ready to buy.
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