How To Maximise Your Websites Conversion Rate
You may have just built yourself a brand-new website. Perhaps you wanted to redesign your existing one to keep up with the latest trends. Or, maybe you wanted it to be consistent with your new business branding. Whatever your reasons for building one, its primary aim should be to convert as many visitors into customers as possible!
You can use any one of several marketing channels to drive more traffic to your website. You could create a dazzling radio campaign or perhaps a TV campaign. You might already use a Pay Per Click (PPC) campaign with Google Ads. Maybe you are working with a fantastic SEO agency to help improve your website's online visibility. Whatever you are using to drive traffic to your website, making minor changes and updates can help to maximise its conversion rate.
Limited Time Offers
In most cases, before a customer makes their final decision, they will shop around. They want to ensure that they are getting the best deal available. Therefore, providing a strong offer that is only available for a limited time could help to encourage them to make their decision sooner.
Special offers are widespread these days, so it's essential to try and use precise offers rather than gimmicks. Things such as 'up to 50% off' aren't as appealing as a '50% off today only - use code at checkout, for example.
Use Simplified Contact Forms
Various studies have shown that the likelihood of a customer completing a contact form enquiry diminishes significantly for each additional line they are required to complete. It may seem a good idea to ask an extensive array of questions upfront, which helps your team qualify the lead.
However, in reality, it is more than likely that customers won't feel comfortable sharing a large amount of personal information with a business they have only found out about.
Every business only wants to receive high-quality leads. However, part of being successful in business is accepting the fact you will need to take the good with the bad.
The critical thing to remember is that in an attempt to reduce the number of lower- quality leads, you don't also reduce the number of higher-quality leads. A contact form should only request the bare minimum so that you can reach out to the customer and begin the conversation.
Interestingly, techniques to optimize such forms can be complex. Consulting with a reputable conversion rate optimization agency can provide insights into striking the right balance between gathering necessary information and ensuring user comfort. This way, businesses can maximize their chances of obtaining quality leads without deterring potential clients.
If you have many positive reviews, why not showcase them? One of the biggest hurdles a business has to overcome is creating trust with the customer. Displaying several reviews that describe the positive experience others have had can help to increase a customer's opinion of your business.
Pro Tip: Use caution that any plugins you install do not significantly impact the amount of space available, particularly on mobile devices. If they take up a lot of space, it may harm the user experience. Usually, there is an option to deactivate the plugin on mobile devices.
Page Speed Performance
A customer encounters one of the most frustrating things when a website won't load quickly enough. Use PageSpeed Insights to review your website's speed performance. You should compare it to your competitors and try to improve your website performance as much as possible. A website can never load too quickly!
Pro Tip: One of the simplest ways to improve your website's page speed is to use a high-quality hosting provider. Ensure the server location is as close to your customers as possible; this will help reduce the time it takes a browser to render your web pages. You should consider using a Content Delivery Network (CDN) if your customers are based globally.
A user's time on your website can help increase the likelihood of a customer buying your products or services. To help increase visitors' dwell time, you should consider creating a high-quality video. Displaying how your team interacts with one another and new customers can help to improve a customer's opinion of your business.
Five-star reviews can easily be bought. Therefore, some customers may not be entirely swayed by them. However, interviewing some of the customers you have worked with may appear more authentic.
If possible, try to conduct them with well-known customers who have authority in the community. The purpose of the video is to highlight the customer's examples of your work and why they should use your services over your competitors.
Abandoned Cart Emails
Often, customers may not finalise an online order for several reasons. Perhaps they were disappointed by the amount charged for postage. It could also be that you could not accept their type of credit card.
To help improve your eCommerce business moving forward, you should consider implementing a system that automatically reaches out to customers that didn't finalise their order. You can use this information to help improve your website to help maximise its conversion rate for future growth. Don't forget to enable DMARC for a secure email experience.
Add Live Chat
Often, the decision to buy something online is made on impulse. A customer may have a question about a specific product that is holding them back from finalising their order. With live chat, you can address customers' questions and concerns and help them in their purhace decision.
It may be the difference between closing the deal or losing it entirely by providing them with the ability to talk directly with someone who can answer their questions.
Fix Broken Links
From a user experience point of view, one of the worst things when browsing a website is clicking a link that no longer works. Use a broken link checker to double- check that all of the links on your website are working correctly.
Also, potential customers may be given a link to your website. However, there is a typo in it. Or perhaps they were given incorrect information from a friend and wrote it down wrong. If they try to visit your website and it loads an unappealing 'page not found error, it increases the likelihood they will leave.
That's why you should ensure your website has an adequately designed 404 error page. Its primary aim is to notify visitors that the URL they are trying to load is incorrect. However, providing them with an easy-to-use navigation menu increases the likelihood they will stay on your website.
The most important thing to remember is that the above suggestions will help in most circumstances. However, every business and industry is different.
Therefore, the best practice is to select and implement one option at a time. Once you have tried it over a reasonable period, you can decide whether to continue using it or remove it and try another option.