The main goal of presenting your business online is to achieve conversions. Conversions range from people subscribing, to contacting you for information and purchases.
A conversion is a particular goal you wish to achieve for your business, through your website. These are industry dependent and are specific to your particular requirements.
An important part of internet marketing is optimising a site to make conversions. Conversion rate optimisation (CRO) is an effective way of increasing sales. When you optimise your website to promote sales, you’re taking a huge leap towards online success for your business.
There are 10 Critical Steps to Improve Conversion Rates:
Understand your audience
Say your ideal customer is 25 to 35 years old, interested in travelling and likes online shopping. Consider how you’d put these definitions into your Google Ads or promoted facebook posts. It’s important to invest time to customise each post to build your audience so you can develop content and ads relevant to them.
2. Set up a website traffic funnel
Website traffic funnels let you assess where your traffic is coming from. They show where you lose traffic, helping you to modify your website to increase performance. It’s a useful tool in picturing pre-click and post-click traffic volumes.
Your funnel steps can be specific to your particular requirements. There’s no solid rule when creating one. It can be "impressions-clicks-
conversions-sales". It can be "home- step 1-step 2-step 3-cart-checkout-success". A website traffic funnel can be a fantastic visual tool for analysing the system.
3. Simplify your buyer's journey
Write on a piece of paper the questions you want to address on your website. From this, optimise the structure of your website. This can be done by writing relevant content & showing products or services that answer the questions your website is addressing. Make sure to reduce unnecessary pages. These may take visitors away from converting into leads or customers.
4. Optimise your website for mobile devices
With one-quarter of global web searches conducted on a mobile device by over a billion users worldwide, mobile optimised websites are as important as desktop versions.
Internet users are now browsing the web on mobile devices more than PCs or laptops. Needless to stay, in this era, special attention should always go into mobile design.
Keep your call to actions relevant to what you’re expecting from your customers. If you have a hotel booking website and you’re asking users to search dates, the search button shouldn’t say “Buy now”. It should say “Pick your dates”. This allows visitors to know exactly what they’re getting, without scaring them away.
6. Use good quality images
People process images 60,000 times faster than text. It makes sense to invest in good quality images. If you’re communicating numbers you should use graphs to highlight what you intend users to see. People hardly buy anything without seeing it. Usually, they want to touch it, hold it, feel it and take it for a spin. You really can’t do those things online.
Images engage people. They break the monotony of an all-text web page. Sometimes no words can make the message clearer like the way a good image can. You need to make your products come alive via excellent photography and graphics to boost your conversion rate.
7. Compare your web pages to see which one performs the best
The process used to compare two versions of a web page to see which one performs the best is called A/B testing or split testing. Use this system to test images, colour arrangements and headlines. Find the perfect combination for your audience. The best platform for this is "Optimizely".
8. Creating more landing pages equals more opportunity
There are a number of reasons why landing pages are important. They easily generate leads, they give your offers a place to live and they collect demographic information about your prospects. Landing pages help you understand which prospects are more engaged. They not only provide fuel for other marketing channels but also offer insights into the effectiveness of your marketing offers. The more landing pages you create, the more opportunity you'll have to convert your visitors into leads.
9. Make sure what type of form works best
The ideal web form starts customer action and predicts their participation. Before you start creating a web form, it's important to understand the common mistakes a customer makes. Filling in a form should not strike the visitor or customer as annoying or disturbing.
You might be wondering how much or how little information you should require with a form. There is no magic answer when it comes to how many fields your form should contain. The best option would be to collect only the information you really need.
The fewer fields you have in a form, the more likely it is that you'll receive more conversions. This is because with each new field, you create friction (more work for the visitor). On the other hand, the more fields you require, the better quality those leads might be. The best way to determine what works best is to test it.
10. Create & distribute newsletters
One of the main benefits of a newsletter is to keep your brand right in front of customers who buy infrequently. A mechanic might send monthly newsletters with DIY or car management tips to car owners he has worked with. While he may not get business instantly, his name remains in the minds of clients who also may forward the newsletter or refer him to their family and friends. This is basically a major word-of-mouth marketing bonus.
You may have traffic on your site, but if your platform isn’t optimised, you'll struggle to make money. Follow the tips we’ve outlined to equip your website with aspects that make your business appealing to engage with.
You could also download our free CRO case study by clicking on the link below to see one of our CRO campaigns.