So you have a beautiful website set up. You’re posting engaging content on social media and your site is starting to get loads of traffic. Awesome…right?
Well, of course, you want plenty of traffic coming to your business’s website, but if you aren’t converting those visitors then you’re losing out on potential customers. In order to improve product sales, you are going to need to improve your site’s conversion rate. If you don’t know where to start, don’t sweat it! That’s what I’m here for.
As a digital marketing consultant, I’ve had plenty of experience helping small business owners improve on their conversion rate and I want to share a few secrets tactics with you. Don’t let bad conversion rates stymie your business any longer.
What is Conversion Rate?
It’s important to recognize that conversion rate does not simply mean visitors who purchase your product. When it comes to digital marketing, your conversion rate is the percentage of total site visitors who performed a specific action that you want them to take, such as providing you their email, subscribing to your page, or placing an order.
In 2016, the average conversion rate for U.S. online shoppers stood at 3%. But leading businesses stood at over 5% with those in the top 10% having conversion rates of 11.45% or higher.
That means there’s plenty of opportunity for growth and improvement – you just have to know how to get there.
10 Primo Tips to Maximize Your Conversion Rate
1. Limit Options
Yes, options are good, but too many can be overwhelming – especially when it comes to your website’s design and navigation bar. Too many links, too much clutter, and too many options can leave site visitors confused and unable to decide on what action to take.
You can simplify this by giving visitors a (full-screen) call-to-action that only gives them one choice at first. Fewer distractions mean improved UX and growing conversion rates.
2. Don’t Take Too Long
Website load time and speed are absolutely essential, especially with Google taking this into consideration with their updated algorithm. Make sure your site is running at optimal speed so you don’t lose them before you even get a chance to offer your product. According to Google, 53 percent of mobile site visitors leave a page that has taken longer than three seconds to load.
3. Keep Forms Simple
When asking site visitors for their information, make sure your forms require as little information as possible. You should focus on just obtaining a name and email. You can also make these forms pop a bit more by:
- Using bold headings to convey your message
- Avoid using an image
- Use the word “Subscribe” on your call-to-action
- Use a clean minimal look for your submission button
- Keep form colors consistent with your brand colors.
4. Your Call-to-Action (CTA) Needs to Pop
While it may seem insignificant, the words you use for your CTA can prove to be a game changer. Action words tend to perform better. Use language like “Get Started,” “Reserve Your Seat,” “send Me Specials Now,” and the like.
Make sure to place the CTA button in an easily accessible area and in plain sight.
5. Testimonials Are as Good as Gold
Testimonials are the perfect tool to draw in potential customers and show proof of your product’s value. Make sure to include plenty of testimonials on your site, in your landing pages, and even in your email opt-in landing pages.
6. Get Creative With Your Offer
Most companies are going to present their offer in the same way – “Get a Free Consultation,” “Get a Free Trial,” “Sign Up,” etc. While this type of wording may work for a small percentage of site visitors, if you really want to get into the upper echelon, you’ll want to provide a unique offer. Do some A/B testing until you figure out what works best for you customers.
Another solid option is to provide seasonal offers or limited sales offers. Knowing that the product might run out or that the sale period is about to run out, might just be the push a site visitor needs to become an actual customer.
7. Landing Pages Can Be Phenomenal
If you’re eager to see those conversion rates grow, then consider creating several unique landing pages, each with their own message and offers. And when I say several, I mean several – anywhere between 4-10 landing pages should suffice to help you get some traction.
Just remember to track data and be aware of what elements of your top-performing landing page helped to draw in visitors.
8. Give Thanks
Sometimes a simple gesture of gratitude can go along way in turning a visitor into a customer. Whenever a user performs an action or interacts with your site in a meaningful way, like following you on Facebook, then acknowledge them.
9. Add Some Flavor to Your Website
There are plenty of elements that you can include on your website or a landing page to further entice customers including:
- Using videos of your team to add some personality
- Use high-quality images of your product
- Avoid using stock photos
- Implement a live chat tool if possible
- Use images with people smiling and enjoying themselves
10. Conversion Rates Aren’t Everything (Kind Of)
Yes, conversion rates are valuable but not if you’re reaching out to the wrong demographic. The intent should always be to turn these leads into sales. High conversion rates really don’t mean much if you aren’t performing. Plus, you can end up spending a lot of money on PPC ads and landing pages but with very little in return.