As we have already rolled into 2015, the world of websites and development is changing more rapidly than ever before. The traffic to your website is one of the key factors important for the success of your business. Leads, sales, and revenue are the outcome of traffic to your website. Therefore, let’s look at ways to increase ‘conversion’ rate of your website. However, before that, let’s understand “‘conversion’ rate”
‘Conversion’ rate is the percentage of users who take a desired action and ways to increase the ‘conversion’ rate of your website is itself given by the word “CONVERSION”
1. Clear value proposition: Tell potential buyers what’s special about your product. How is it different and better than every other, similar product on the market? How closely does the content on your page match what your visitors are expecting to see? How closely does your value proposition match their needs?
2. Optimized landing page: Many users’ first impressions are based predominantly on this page. Therefore, a successful landing page makes your site noticeable.
A good landing page should have a:
- Clear headline – the goal of the headline is simply to get the visitor to read the next line and so on. A great headline is a great hook that grabs the attention of the visitor.
- Proof point(s) – these are benefits or other copy that “pays off” the promise laid out in the headline. If the headline is good, it articulates the promise.
- Call to Action – depending on the type of landing page you have, you may have either a form to collect data, a call to action (like a button to download your app), or both.
- Social Proof – testimonials and other elements validate your brand or product. Our psychology is such that in the absence of perfect information, we will make similar decisions as others that we perceive to be like us.
3. No distractions: Every single visitor that hits your landing page is a potential conversion. you want to do everything you can to prevent distractions; you need your visitor to focus on your call to action and nothing else.
4. Value: This is the area that ultimately determines whether you will get the sale and your “buyer” will turn into a “customer.” Are you effective at selling your product’s benefits instead of just its features? Do you delight customers with the way you fulfill their orders, or do you merely satisfy, or even worse, disappoint them? Do your site’s products and/or services address your customers’ deeply felt needs, or are you trying to push something they may not even want?
5. Experimenting: There are 1000s of improvements, big and small, that you can make to improve your conversion rate. Some of them are obvious and should be made immediately, whereas many of them cost nothing to implement. Therefore, you should focus on changing one thing at a time. If you change too many things at once, you may see a net increase in sales. However, a change that had a negative impact may have diluted a change that had a positive impact.
6. Remember to be memorable: A good site will include information. A poor one is just an online catalogue. Users start with research online, just as they do offline. If you can make contact with the user, and give a favorable impression, there is a good chance that the user will come back and buy from you when the user finally decides to make a purchase. Being memorable, and making sure you make a favorable impression on the user’s mind, is dependent on a lot of factors.
7. Structure: The structure of a website includes analyzing and evaluating the effectiveness of elements such as navigation, information architecture, design/style, color, copy versus images, layout, technology, font (size, style, and color), speed, and the perception of speed. This is where understanding your site’s sales metrics can help you determine what part of your site structure needs help.
8. Include consumer reviews: There’s no doubt that consumer reviews are extremely influential in helping people make purchase decisions. In fact, according to a study by Zendesk, 88 percent of respondents said their buying decisions were influenced by positive and negative reviews.
9. Offer various payment options: Consider offering a variety of payment methods to satisfy the preferences of all your potential customers. Not everybody has a credit card and those that do, don’t always want to use them. Make the user’s life easy and give them what they want.
10. Newsletters and email: If you don’t have something to say that will affect your prospects’ and customers’ lives, then you’re not thinking hard enough. It is your responsibility to expand your users, to inform them about your business or product. Therefore, newsletters and emails are good ways to send information and promotions to your users. Through your website, make your users sign up for promotional material, so that they know about services, products, and updates well in advance and on time.
Therefore, systematically measure, test, and optimize your website to create a powerful momentum for your conversation rate. Remember, a better conversion rate means more traffic which in turn leads to more customers, and so on. In short, you will work toward dominating the market.