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An effective conversion rate optimization strategy can help you boost sales when you build and grow traffic to your website, but can’t convert these website visitors into customers.
Conversion rate optimization is the process of increasing the percentage of visitors to a website that either convert to customers or take any desired action on a webpage. The desired action you want your visitors to take can be anything from filling out a form or booking an appointment to leaving their contact details or making a phone call.
Conversion rates are one of the most important success indicators for any business. Better conversion rate equals better revenue.
Optimization also helps against the limited attention span of today’s consumers by providing the information they’re looking for in the simplest and fastest way possible. Simply put: it makes your marketing more successful.
Conversion Rate Optimization: 8 Proven Tips
Before you work on optimizing your conversion rates, it’s important to have a good understanding of your goals and objectives.
What purpose does your website serve? Who is your ideal audience? What are the actions that you would like visitors to take once they arrive on your website?
Whether you’re selling a content subscription service or a line of lawn mowers, you have to be able to define what a successful conversion is for your business. This will help you collect and analyze the right type of data and make the adjustments necessary to improve your performance.
Here are some conversion rate optimization tips to help increase your sales and leads:
1. Set Up a Heatmap on Your Website
Are users looking at the call-to-action (CTA) button on your site? Are they utilizing the navigation bar that you recently added to the top of every page?
You can use a website heatmap or mouse tracking tool to find out where your visitors clicked on a page or where and how far they scrolled up and down. This shows you where people’s eyes are moving so you can refine the user experience of your website and conduct tests that will maximize your conversions.
2. Cut the Clutter
One of the most effective conversion rate optimization tips is to eliminate website elements that won’t really get the visitor to perform an action.
Don’t barrage your visitors with information the moment they land on your website, and don’t get hung up on adding brighter colors, lengthier text, and bigger buttons. In short: minimize distraction. The pages on your website should succinctly deliver pertinent information. If you have a CTA button, make it command the presence of the page.
3. Build Trust by Displaying Reviews on Your Website
Online reviews can make a direct impact on purchase decisions. You can leverage reviews to build brand credibility, foster consumer trust, and optimize website conversion rates.
According to research:
- Users who read and interact with product reviews reflect an increase of 62 percent in revenue per visit.
- Adding one online review to a product page could result in a 10 percent increase in orders. When a product goes from having 0 reviews to 30 reviews, it could result in a 25 percent increase in orders. Those that add 100 reviews can experience up to a 37 percent increase in orders.
- When online reviews are added to a product page, the brand or business typically sees an increase in search traffic, ranging from 15 percent to 25 percent.
Adding reviews to your website provides users and visitors with the information they need to properly evaluate your business. You’re also sending the right trust signals to visitors who are ready to convert.
Most third-party review sites offer widgets, badges, and similar other tools that enable you to add customer reviews to your website directly from those sources.
Yelp, for example, allows businesses to embed any recommended Yelp review on their website. TripAdvisor has a Widget Center that brings dynamic review content from your TripAdvisor page onto your website. There are also various third-party plugins that connect to your Google API to create a review widget for your Google reviews.
If you’re a ReviewTrackers customer, you can use Amplify, a review widget suite that displays reviews anywhere on your website.
Amplify review widgets are set up in minutes — and requires no dev time to maintain. You can hand-pick your own featured testimonials or display a live feed of fresh review content from multiple online review sites.
4. Use Language that Your Customers Use
It’s difficult to convert visitors if they don’t understand what you’re saying. When writing copy, be clear in terms of what your product or service does and how it solves the customer’s problem.
There is no need to use complex terms and phrases. When it comes to conversion optimization, simple is better than sophisticated.
This is an area where online reviews can help. Analyzing the text content of your reviews can help tailor your website messaging so that the voice of your brand speaks the language of your customers.
For example: in the past, fashion brands insisted on calling hoodies “hooded sweatshirts.” But an analysis of reviews left by customers on Amazon showed that shoppers preferred to type “hoodies” — either when they were writing a review of an item they bought or just searching online for a product in that category.
This made retailers switch to “hoodies” in their product descriptions and catalogs. Not only did this allow for greater brand resonance among targeted audiences but the switch also fostered improvements in search performance.
5. Make High-Performing Blog Posts More Actionable
You created engaging content on your blog, and a number of posts are ranking high on search engines. Now it’s time to optimize these high-performing blog posts so that they help you drive conversions.
Specifically, look for posts that see high levels of traffic but have low conversion rates. You can make these more actionable by adding a CTA button, a special offer, an inline form, a link to a product page, whatever you think makes sense based on the content of the blog post.
Even posts that convert well can be optimized further. Analyze and improve the SEO structure of the posts for search engines, update the content to make it fresh and relevant, and test any additional CTAs or offers.
6. Make Chat Messaging Available on High-Performing Pages
There are plenty of tools available that make it possible for website visitors to chat with your business representatives in real-time.
You can utilize these tools to add chat messaging capabilities to pages on your website that attract plenty of traffic such as your homepage, product and pricing, contact information, and the reviews and testimonials page. Doing so gives you a valuable opportunity to keep visitors on your site, respond to their questions, and convert them into customers.
7. Offer Free Trials
Another way to convert website visitors into paying customers is to let them “test drive” your services. This allows them to properly evaluate what you have to offer and see how you stack up against the competition.
If you’re selling physical items as your product, shipping freebies or samples is probably not possible. However, you can still optimize conversion by creating a demo video or a visual presentation that lets prospects learn more about your products. You can even use an appointment-booking CTA that lets website visitors schedule a live demo with your team.
8. Speed Up Your Website
According to research, consumers expect a page to fully load in fewer than 2 seconds. A one-second delay can lead to 11 percent fewer page views, a 16 percent decrease in customer satisfaction, and 7 percent loss in conversions.
Your pages may be beautiful, but they also need to load fast. If they don’t, you run the risk of losing potential customers who have already clicked through to your site because it stood out in search results.
Maximize Your Website’s Potential with Conversion Rate Optimization
Optimizing your conversion rate can go a long way in improving return on all the marketing activities tied to your website. It also improves your efficiency in converting current traffic into sales or leads.
Following the tips above can get you started with conversion rate optimization right away. The sooner you start applying the concepts behind these tips, the sooner you’ll reap the rewards.