Tips on How to Improve Your Web Conversion Rate
There are a number of ways to define conversions, depending on your goals where your website is concerned. Generally, conversions revolve around compelling consumers to comply with a specific call to action. Want to know how to improve your web conversion rate?
For example, some businesses want to see click-thru for PPC ads or specific keywords used for SEO purposes. Others want customers to sign up for a membership or a mailing list. Some are interested in converting visitors into paying customers.
At some point, most businesses would like to accomplish all of these goals, but if you’re talking about improving your web conversion rates, you first need to figure out which types of conversion you want to focus on. From there you can start to measure actions, gain insights, and strategize about ways to increase conversions.
The good news is you’re not alone. Many other businesses and experts have paved the way for you, and you have tons of options for guidance and professional help when it comes to optimizing your conversion rates. Here are a few tips to get you started.
Focus on Call to Action
It’s important to have a strong call to action that compels consumers. To some extent, this will require you to target a specific demographic using specific language that your target group is likely to find appealing.
However, you can appeal to a larger, mainstream audience with more generic calls to action so long as you understand the psychology of a simple sales pitch. The trick with any call to action is to make it as clear and concise as possible, as well as include action language like “click”, “call”, or “sign up”, just for example.
You can do more, though. Including the customer in the language has proven effective. Instead of a button that says “Sign up for membership” you could have one that says “Create my account”. You could also use words that pique customer interest, like “free”, and words that convey urgency, like “now” or “limited time”.
There are all kinds of tricks to make a call to action more attractive and compelling. You simply have to choose the language that best conveys your intent and motivates consumers to comply.
A conversion funnel is the path that leads consumers to the intended conversion. It could start with a PPC ad that leads directly to a purchasing page and then checkout, for example, or it might look something like this: Google search results > optimized content page > product page > checkout.
One is simpler than the other, but both accomplish the same basic goal, which is to help customers complete a purchase for a product they’re seeking. Obviously you want to make this process as simple as possible.
The last thing you want is for consumers to become confused or frustrated by unnecessary steps and leave your site, so simplify the conversion funnel whenever possible.
One great way to find out which elements of your conversion campaign are working (or not) is to create side-by-side comparisons to measure effectiveness, the A element and the B element. See which option users seem to prefer.
You can also engage in multivariate testing when you change several elements at once to see which combinations produce the best results.
Conversion rates are the end result of a multifaceted process. In other words, they’re just one metric of many that could be important when you’re trying to improve web conversion rates.
You should also pay attention to page views, time on site (and on specific pages), bounce rates, and exit rates, just for example. Compiling all of these metrics will help you to gain insight into why users behave in certain ways, potentially giving you the tools to make changes that drive conversions.
Understand Conversion Barriers
Let’s be clear about something up front; we’re not talking about buttons or text that are the wrong color here. There seems to be a common misconception that simply changing your color or layout will improve conversions, but if you have a professional website, odds are this isn’t true, or the uptick in conversion rates will be negligible at best.
Conversion barriers are major issues that plague your website and stop you from accomplishing your goals. A website that is slow to load, a conversion funnel that has too many steps, copy that is subpar, broken links, confusing calls to action, and a poor reputation are good examples of barriers that could be significantly damaging your ability to secure conversions.
When you identify such problems and adjust accordingly, you could start to see drastic improvement in conversion rates. This is why it’s so important not to spend too much time on the minutiae when you should be focused on the bigger picture.
Need help? Contact me to set up a consultation so we can figure out what you need to get going or take your business to the next level. Contact me here.