Are you noticing a large number of views on your website but not many conversions? This could be happening because you are not properly optimizing your website for conversions. A large amount of website traffic is great, but if you are not selling anything, you will not achieve your business goals. Continue reading to learn how conversion optimization can make those visitors count and convert.
WHAT IS CONVERSION OPTIMIZATION?
Conversion optimization is essentially the process of increasing the percentage of people who engage with your website while visiting it. The kind of engagement that is important should align with the purpose of your business. For example, the kind of engagement a clothing boutique would want to increase is users taking actions such as putting merchandise in their cart and making purchases through their site.
The desired actions you want your users to take may look completely different for your business. However, the following tips can improve conversion optimization for any type of business.
1. USE ANALYTICS TO YOUR ADVANTAGE
Reviewing your website’s analytics can greatly improve conversion optimization once you are aware of where you need to focus your efforts. Using a helpful tool such as Google Analytics allows you to see insightful information about customer demographics, what website features are most commonly used, what users search for, and what pages users often abandon.
With this information, you can focus your efforts on the most commonly used website features and make them more prominent. In addition, knowing what page users often abandon within your site will allow your business to evaluate whether this page is something for your company to improve or potentially abandon yourselves. These tools will indicate what is currently working for your site, and who, in terms of demographics, to focus your efforts on. Check out our Colibri Digital Marketing blog on analyzing conversion rates to learn more about how to use analytics to your advantage.
Keep in mind that people go on a journey to convert. They may start on your home page, then read your about page, sign up for your newsletter, and a month later come back to make a purchase. When looking at your analytics, try and understand your customer’s journey so you can see where they drop off and strategize about how to engage them there.
2. MAKE YOUR WEBSITE ADAPTABLE AND ACCESSIBLE
A key to conversion optimization is making sure your landing pages and website are user-friendly for all types of users. Many companies fail to take the disabled community into consideration when designing their websites. This means making sure your website’s software is compatible with those who use screen readers. You can read more about ways to increase your site’s accessibility here, in one of our blogs on website accessibility.
It is key to make sure your website is mobile-friendly for multiple types of mobile devices such as iPhones, Androids, and tablets. In today’s society, people are using their mobile devices just as much, if not more, than they use their laptops and computers. If your current site is only desktop-friendly you may be failing to reach a very large portion of potential customers.
Not only should landing pages be accessible on mobile devices but they must be adapted for users to navigate in a different way than they would on the desktop version. For example, creating a simple and clear mobile landing page with large font will allow users to navigate tabs easier than the desktop version on a small screen. Creating an easily accessible website is just one, rather large part, of fostering customer engagement and optimizing your conversion rates.
3. USE CREDIBILITY INDICATORS
As we know, conversion optimization requires users to engage more with a site through performing certain actions. Persuading users to actually perform these actions, however, requires credibility.
When selling your product or service online, there is always more perceived risk for potential customers. When potential customers aren’t able to tangibly feel or view your product or service in person, you must display credibility indicators on your website to build trust. Some credibility indicators include customer testimonials or reviews, logos of brands you’ve worked with, customer quotes, or awards.
Positive customer reviews along with other credibility indicators will allow potential customers to feel comfortable purchasing your product or service online. Including these quality indicators on your website may be the difference between turning a website visitor into a new customer or having them abandon their cart. Check out our blog on some overlooked website elements that may be hurting your brand’s credibility.
4. INCLUDE A CTA ON YOUR LANDING PAGES
Every landing page needs a CTA, known as a “call-to-action”. A CTA is sure to increase your conversion rate as it gives users clear instructions of what action you would like them to perform.
A CTA can look like asking website visitors to enter their email, sign up for a course, or advertising a special promotion on a landing page. Giving users instructions and actions to perform will increase the likelihood that they will engage with your website rather than immediately abandoning it.
Certain factors, such as the colors on a landing page or the shape of a CTA button, can increase the likelihood of users engaging with it. You want your CTA to stand out from your page; this can be achieved by using contrasting colors. Experts believe a larger-sized CTA button can significantly increase the conversion rate so make sure you play around with size, color, and page placement.
5. FINALLY, ASK CUSTOMERS FOR FEEDBACK
This fifth and final conversion optimization tip can be performed in a variety of different ways. Getting direct feedback from customers will give you a more accurate idea of what customers currently enjoy about your website and what needs to be improved.
Some helpful tools to use for collecting feedback from your customers are Google Consumer Surveys, Qualaroo, and satisfaction surveys via email. Each is a different approach to surveying customers. Qualaroo, for example, surveys users while they are active on the website. Looking first at Google Analytics data you can identify which customers are engaging the most with your website and target them specifically with surveys.
This qualitative data from your customers will give you the most direct information about potential user experience issues with your website. Also, positive feedback will help you avoid fixing something that isn’t broken.
CONVERSION OPTIMIZATION TAKEAWAYS
Conversion optimization is all about engaging your customers and enticing them to take action. While your company’s current revenue can be a solid indicator of success, website conversions are just as important and should not be ignored. Conversions are important for fostering brand awareness and creating relationships with potential customers. Knowing how to optimize your conversion will ultimately allow you to leverage your conversions into success for your brand.
Analyzing your current site’s strengths and incorporating these tips as needed can make a big difference in your visitors’ desire to engage and create a relationship with your brand. Focusing your efforts on the quality of your website traffic rather than the quantity will accelerate your business further towards its goals.
Do you need more guidance on how to optimize your conversions? Take the next step towards your goals and sign up for a complimentary strategy session! Simply click the link below to get started on your journey!