While getting users to visit your website, view several pages, and spend a significant amount of time on-site is important, unfortunately, that’s only half the battle. You’re likely doing plenty of things right to get these users to land on your site initially, but many business owners struggle with the fact that the majority of the users are not converting. After all, the bottom line, whether it be sales, lead generations, email sign-ups, etc., is the one metric that business owners will care about. So what can do you to increase your website’s conversions (call-to-actions), with quality leads? Here are our top 6 tips!
Optimizing Your Forms
If your goal is to get contact form submissions, it’s important to understand and get in the mind of the user. Users have a very short attention span when surfing the internet, and asking them to fill out a lengthy form with too many fields could be greatly decreasing your conversion rate. Studies have shown that forms with only 3 fields convert at the highest rate. If it’s necessary to include more, try making certain fields optional, so that you’re still capturing the contact information of all users willing to fill out the form, but also specific detail from users with a deeper interest. This will also help you differentiate between hot and warm leads! It’s also effective to keep your call-to-action above the fold; Don’t assume that the user will scroll. Putting it in plain sight, without making them go search for it is key. It’s also recommended to use a privacy statement, as some users are hesitant to give out their information on the internet if they’re not comfortable. A privacy statement adds an extra level of security and trust for users.
For simpler conversions, such as a call now or a purchase button, testing different variations can make a big difference. For example, try switching a “buy now” button to read “order now” or “shop now.” Although it’s a small change, the tone and the way that it reads can feel different for users. There’s no universal solution, so testing out which works best for your industry and brand is worthwhile. You can also change out coloring, and placement on a page to see how it affects the performance and conversion rate.
Incorporate Calls to Action Throughout Content
Now that your call-to-actions are optimized, don’t be afraid to implement them in more locations throughout your website. Weaving them into your content is a great way to get customers to convert. Add contact forms to the sidebar of blog posts, service pages, and beyond. Try adding a stick-footer click to call button, for easy use on mobile devices. For eCommerce sites, including a “related products” or “suggested for you” section at the bottom of each product page can also increase your conversion rate. Just be mindful of doing this in a way that is effective, but not overdone.
Optimizing Landing Pages
Dedicating a specific landing page for your PPC ads is also crucial; Don’t just send them to the home page. (This will also help you determine your ROI!) Create a page that gives users tunnel vision, and avoid including anything that could distract your vision. This page should be all about getting your visitors to complete that one specific action. Matching the copy of this page to your intended audience’s reading level, and using language that will be communicative to them is key. You can even try using visual cues that lead consumers down the funnel to convert, such as subtle arrows.
Clearly State the Benefits of Your Product/Service
Perhaps the most crucial part for you to consider is if you’re clearly communicating the value of your product or service on your website, which will ultimately encourage users to convert. Scan the content of your site, and ask yourself, does this accurately reflect our company? Is there a value proposition included? Convincing customer’s why they should purchase through you, or use your services, rather than a competitor is a necessity. Using statements such as “the cheapest,” “the most convenient,” “the largest distributor of x products,” and so on, is what sets your business apart. You should also be using high-quality images, videos, and compelling content to draw people in. If you can get customers emotionally invested, by using behind the scenes footage, a “meet the team” section on your website, a company history, etc., this is a huge bonus. Getting customers excited about your products/services is key! Consumers want to support companies that they can relate to, or make them feel good about their purchase.
Utilize Reviews & Testimonials
Reviews and testimonials speak volumes. Once you’ve communicated your own value in a tasteful way, allow your previous customers to give you the praise you deserve. Consumers greatly value the opinions of others, and showcasing these reviews on your website will be key for your conversion rate.