How To Increase Website Conversion
7 October 2019
When a visitor on your website takes action that leads to a sale, either in that moment or on later visits, we call that a conversion. Conversions can also happen via social channels when engaging posts drive visitors to comment, share, or even subscribe to your channel.
The goal is to get people to buy, submit their info, click on an ad, read a post or article, or get to an ad-specific landing page or funnel. Why? Because these types of actions are necessary to growing your business. The percentage of visitors who take action (“convert”) is your conversion rate.
The ultimate goal for in any marketing strategy is to increase website conversion. However in order to achieve this, you must first know what it is that you want. Your goal has to be clear so that you can focus your efforts to achieving that goal, may it be to sell a product or service or to grow an email list.
For example, if you are selling something (products or services), the focus of your website is on making the sale. For local businesses, the focus is most likely to get leads or convince visitors that they are the best option to fulfill the consumer’s need.
After determining what type of conversion you are focused on, you’ll need to know what the conversion rate is for that action. However, that may not always be obvious. You’re going to need to turn to tools like Google Analytics in order to find that type of data.
How conversion rates are determined: If you have 10,000 visitors a month and 500 take an action you intend them to take then the conversion rate is 5% (500/10,000 = .05). A conversion rate of 100% is just about impossible, but for a better return, you should still optimize your website for conversions so you can get this number as high as possible.
What Kind of Conversions Do You Need?
How to Increase Website Conversion Rates
- Getting Micro-Commitments - Micro-commitments are small steps you ask your visitors that leads them towards a conversion goal. They are so small that your website visitors don't need to think too deeply about doing it because it doesn't cost them anything. You can build on these micro-commitments to encourage engagement, get your visitors familiarized with your brand or product, and move them smoothly through your funnel.
- Use Enticing & Bold Calls-To-Action - A call-to-action tells your website visitors what to do next. A call-to-action (CTA) illustrates the benefits and inspires immediate action and thus conversion. Just keep in mind that it is important to deliver on your promises.
- Get Visitors to call - Use Click-To-Call strategy and software to give your visitors another channel of engagement. This is another form of engagement that is increasingly proving to be an effective tactic.
- Build Trust - Building trust creates a solid foundation for engagement and conversion. Reviews and testimonials on your site will more likely increase your conversion.
- Use Soft Conversions and Nurture Leads - A soft conversion is an action that indicates interest in either your product or service. Not every visitor will be ready to buy at the moment they land on your site. Most are more likely browsing and comparison shopping before buying. Opt-ins are small commitments that visitors do to get free stuff, and that makes them become your lead. These leads require more effort to turn into customers, so they require more attention and effort on your part in the form of follow-up emails, newsletters, and such.
Invest in Conversion Rate Optimization
Start by investing resourcces into these Conversion Rate Optimization (CRO) tactics to increase your conversion. Start with what is most easy to implement for you and work your way through the list. We recommend you track your results to gauge effectiveness so you can optimize as you go.