When you create your organization or brand’s website, the next thing you probably think of is nailing search engine optimization (SEO) so that you always have a phenomenal website traffic. This is indeed a good move. However, while you are so focused on gaining website traffic, how many times have you focused on what percentage of your website visitors are actually converting and feeding into your marketing funnel?
Many a time, it so happens that organizations with great traffic have a very poor conversion rate, be it people filling out a form, downloading an eBook, or signing up for your product. And as any organization realizes, it is ultimately the conversions and not just the traffic, that drives revenues and ROI.
So, how do you enhance the percentage of people taking the action you desire them to take on your website? Here are five tips that can help you increase your website’s conversion rate within a short period.
Track your conversion rate
The age-old proverb “what you don’t measure cannot be improved” holds true when it comes to improving your results. To optimize your website conversion rates, you need to first know what aspect of the website such as the landing page, design, structure or content that needs to be improved. It is, however, interesting to see that very few organizations actually have a proper conversion tracking system in place. According to a survey conducted by Kissmetrics, only 29% of the respondents who use AdWords had an effective conversion rate tracking system. Out of those, the top 25% well-tracked businesses had a conversion rate of over 7%. The remaining respondents had a poor conversion rate. Hence, it is necessary to have a right way of tracking your website conversions.
Make your CTA visible
Your call-to-action (CTA) is what takes your visitor or lead to the next level of sales conversion. Hence, you need to ensure that it is visible to them when they land on a particular webpage, be it a blog, product page or a landing page. Make sure that the CTA is attractive and is in people’s natural eye path. Studies have shown that most visitors follow an F-shaped pattern while viewing a particular page. Hence, it is a good practice to place the primary CTA on certain key spots of this pathway.
Apart from placing the CTA in the right place, a copy that stands out, attracts visitors and compels them to take the desired action. A good idea is to include tangible and definitive action verbs that compel visitor activity. Just ensure that the copy of the CTA is relevant to the visitor.
Maintain the flow
Visitors may come to your website from either organic sources such as search engine queries or through inorganic sources such as social media ads. However, when they land on your website or landing page, they should have the sense of familiarity. Considering that your website landing page plays a critical role in conversions, you must ensure that consistency is maintained so that when a visitor lands on the page either from an ad or a query, he doesn’t find himself out of place.
A few good practices to follow include matching the title tag with the H1 header and creating an attractive design as well as a layout structure. It is always a good practice to perform A/B testing to identify which CTAs lead to better conversions.
Use compelling content
You nailed your PPC, SEO and social ads and ensured that the traffic to your website has increased. Congrats!! However, once they land on your website, is the content compelling them to stay for a longer duration on your website or making them leave within a few seconds?
Content is a key factor that determines whether your website visitors will perform the necessary action or just leave, thus increasing bounce rates and in turn affecting your SEO rankings. Hence, it is not sufficient to maintain the consistency of your landing pages alone, but also to ensure that your website content is in line with what you offered on search engines or social platforms.
Use pop-ups and slide-forms in a non-disruptive way
Pop-ups, drop-downs, and slide-forms on websites have gained a not-so-favorable reputation over the last few years among a few digital marketers. However, this is only because several websites place them in a disruptive way that irritates visitors. The truth is that they still work – only if you place them in a way that attracts and helps website visitors. For example, if it is a blog post, many people would like to scroll down to read the article. Hence, consider using the slide-form after the reader has scrolled down a certain percentage of the page. On the other hand, if the visitor is reading a product page, it is good to make a pop-up or drop-down appear after the reader has spent some time on the page.
Besides the right placement, ensure that these forms and CTAs are consistent with the webpage on which they are placed.
While focusing on improving your SEO rankings and website traffic is important, it is also necessary to optimize the conversion rate of your website and landing pages as it is the combination of these what drives revenues. Following the tips given above and some of the best practices can certainly increase your website’s conversion rates, thus improving results and your company’s ROI.
Originally published , updated March 15 2018