Strategies for Boosting Website Conversion
Your business understands very well how important it is for your website to be ranked highly in the SERPs (Search Engine Results Pages). Surely, higher search engine rankings lead to more sales or sales leads from your website, right? SEO and your business.
In relative terms, perhaps, but how many of your website visitors are actually converting?
Conversion means persuading your visitors to do what you want them to do.
This could be subscribing to a newsletter, downloading a file, buying a product, filling in a form so that your business can phone them and sell them a service – the list is ongoing. The conversion goal should reflect your website’s business objective.
10 Tips to Improve the Conversion Rate of your Website
Most businesses running AdWords campaigns experience conversion rates of between 1-3%, below is some tips on how you can increase your conversion percentage to 5-15% – that’s lots of sales leads!
1. Build an ‘effective homepage’ – Your website homepage should tell people immediately ‘What you do’ and very importantly, ‘What they should do next’. If your homepage is confusing it will not convert. Confused visitors do not convert, they leave.
2. Keep contact forms brief – Do not ask for more information than is reasonable for the purpose of the enquiry.
3. Ensure website copy is ‘skimmable’ – Use bullet points and bold type. Keep it brief. Highlight the important parts. Your website is not an essay.
4. Help the visitor trust you – If you expect visitors to buy products directly on your website, you need to create the credibility and trust for them to do this. Explain shipping procedures, include contact details (avoid residential addresses) and ensure your website is secure to make payments.
5. Be clear, open and honest – Indicate all costs upfront – including shipping costs. Adding 20% in shipping costs at the end of the sale process is frustrating and may cause the visitor to abandon the purchase. Do not show total costs at the final step of the purchase process – people will not provide private and personal information only to learn that they do not wish to make the purchase.
6. Keep products & services copy ‘benefits’ orientated – Focus more on the benefit statement rather than being feature focused. Help people understand how your product will benefit them in a specific environment. People generally buy based on an emotional decision.
7. Ensure your ‘Call-to-Action’ is OBVIOUS – The all important “BUY NOW”, “DOWNLOAD” etc, should be clear and easy to find. Buttons work well. Help the visitor proceed through your website through the funnel that you intend.
8. Website browser compatibility – Do not just test your website in Internet Explorer. Make sure it works in other browsers such as Firefox, Safari, Opera etc. Internet Explorer is no longer the standout browser.
9. Offer different payment options – Just like when purchasing in a bricks-and-mortar store, not everyone has a credit card. The more people you accommodate the greater number of sales your website may be able to realise.
10. Know your USP – Your “Unique Selling Proposition” is ultimately what sets you apart from your competition and causes visitors to buy from your business rather than the competition.
Everything on your website, from your design, to your copy, to your payment system should be built around convincing the visitor to buy from you.