Before you start thinking that you just need to “get more traffic” to your website, have you taken a look at how your current traffic is performing?
Increasing conversion rates is not only faster, but often easier, less expensive and in our opinion smarter a place to start with.
Having a good conversion rate is the foundation of growth. Let’s put this in perspective. Assume that you wanted increase your businesses sales by 50%.
Well, you could do more advertising, or produce 50% more content, or spend 50% more time, effort and money into marketing. But it sure is much faster, easier and cheaper to make improvements to the bottom line by increasing your conversion rate.
Remember – if you have 2% conversion rate, increasing that to just 3% equals a 50% increase in results!
Sometimes just a small tweak can lead to significant improvement in conversion rates.
Strategic small changes, testing and sometimes even a few big tweaks can bring dramatic increase in your results.
How to Approach Conversion Improvement.
The steps needed to improve results can vary based on what your goals are, but some simple places to start are listed below. This can become overwhelming if you have never done this before, so fee free to give us a shout and we can walk you through it in more detail.
- Start with the data. Take a look at your analytics and specifically look at the time on site, pages per session and bounce rate.
- Clarify your goals. Do you want more phone calls, more sales, newsletter subscriptions, reduced bounce rate? Not sure? Give us a shout
- Improve the website copy. This is the most often overlooked aspect we encounter. Business owners will spend more time on the “look and feel” aspects to the detriment of the actual product or service presentation. This cannot be overlooked. The content on your website needs to be concise, compelling and with a focus on your value proposition. You want to be clear as possible about what you have to offer while maintaining a relevancy between your keywords, product or an ad copy.
- Speak your visitors language. Don’t overuse jargon or 50 cent words. Depending on your industry try and write in a conversational tone as much as possible.
- Show the benefits of your products or services. This can be in the form of great copy, the addition of screen capture videos of Powerpoint presentations or product demonstrations or even just great testimonials from happy customers.
- Tell the visitor what to do. This is referred to as a Call-To-Action or CTA. The action you are requesting visitors to take could be anything from downloading an ebook, signing up for a newsletter, attending an event or get a gift coupon. Don’t underestimate this. Let’s talk about it if you have any questions (see that was a call to action right there).
- Improve the design. Depending on the state of your current website, you might need to redesign it or at least simplify the design and content. As of summer 2014, a little over 50% of all website visitors are on mobile devices. A complicated or cluttered design is disastrous on a small screen.
- Test it. At the end of the day, you will not know what is working unless you test. We can do that for you, but making simple changes to the headline, the images, the call to action, etc can help you isolate each component of the experience and quickly identify a winning combination.
Of course, the items above are just a starting point and there are countless elements to a design or user interface that can be tested. To get some ideas on where to start or if you have specific ideas we would love to brainstorm with you about it.