Posted by Robert Somers


5 Ways to Improve Conversion Rates on your Website

Goal umpire

A WEBSITE with fantastic design and colourful displays is great in theory, but if you are not making a profit, your hard work will be for nothing.

How can you convert your website visitors into customers?

There are many ways you can increase your conversions, but these five points are the most critical.

Use Remarketing To Stay Top Of Mind

If potential customers don’t convert into leads the first time they visit your site, make sure you stay top of mind with them after they leave.

Remarketing is an easy and cost-effective display advertising tactic that targets previous website visitors as they surf across the web. In addition, enabling visitors to subscribe to your blog via an RSS feed or opt in to your mailing list is a great way to regularly share content with potential customers after they’ve left your site. MORE: Ultimate Guide To Remarketing In 2015

Target Exactly The Right Audience

Today’s consumers are more marketing-savvy than ever before and don’t like to be “lumped” with others – so understand your target market. While pinpointing your market so narrowly takes a little extra effort, those who aim at a small target are far more likely to make a direct hit.

1. What problems do you solve?

The starting point in defining the target market for your proposition is to understand the problems that you solve. Then you can work out who is most likely to suffer from these problems.

2. Paint a picture of the customer

Start to list all the different types of customers that suffer from the problems you solve.

Ask yourself relevant questions about these people. Are they married? Are they home owners? Are they sport lovers? Are they male or female?

3. Who has the most to lose?

If you can show the cost of not acting to fix the problem is greater than the cost of dealing with it, then your pitch becomes convincing.

Remember to take into account aspects like emotional upheaval, stress and the risk to reputation when implementing your solution, as well as a bottom line cost.

4. What is your point of difference?

Do you have particular areas of expertise? Do you have superior knowledge of a specific region? Are you willing to take on customers that other won’t?

All these factors will help you establish a niche market.

Optimise For Mobile Conversions

With help from Google and Sensis, we’ve discovered the following facts on how more and more Australians are now using mobile devices to make purchases.

  • A little under half of Australia’s Smartphone owners have made a purchase on their phone and almost 60% of these have done it in the last month.
  • 41% of mobile users have made a purchase directly on their phone.
  • More than 78% of shoppers researched a product or service on their mobile phone before they buy.

MORE: Mobile Usage Fast Facts

Learn From Website Analytics Data

Do you understand how visitors convert on your blog or website?

Are you tracking conversion goals?

Knowing how visitors convert on your website can help you improve your marketing.

Google Analytics is one of the most powerful tools on the internet that provides actionable data that can be used to increase website traffic and improve conversion rates.

However it’s rare that businesses have the time or know how to properly decipher the complicated data.

Want to talk about how Google Analytics can help your business?  Talk to an ROI.com.au expert today to learn how we can help you drive qualified traffic to your website and increase conversions. 

Use Optimised Landing Pages 

In simple terms a landing page is any web page that a visitor can arrive at, or land on, after clicking an external link. In marketing terms, it is a page that has been created for a single purpose – lead generation.

Many marketers mistakenly direct pay-per-click traffic to their home page, thinking that their visitors will “figure out” where they want to go. Bad news — they won’t, because there is too much information on the homepage to distract them.

You might have captured a user’s attention with with a highly-targeted ad, but you still have not convinced them your product is what they need.

By providing a very clear headline on your landing page that strongly matches your ad message you give people a sense of positive reinforcement – that they made a “good click”.

MORE: When to use a landing page