How to Increase Conversions on Your Website

How to Increase Conversions on Your Website

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OK, so you’ve worked hard to boost traffic to your website but that flow of visitors is not necessarily converting well. What can you do?

To some extent the answer depends on your desired conversion outcome. For example, a marketer looking to entice visitors into making more online purchases may need to employ different tactics from one looking to encourage additional downloading of free materials.

That said, there are some general strategies that can help in most situations. In particular, this five-step plan is a good starting point boost your website conversion rate:

Step 1. Identify Your Most Important Site Pages

To maximize the impact of your efforts, it’s best to start by optimizing the pages with the most potential.

So, before actually making any changes to your site, take a step back and do some basic traffic analysis. This doesn’t have to be too time intensive, but do take a few moments to examine your most visited pages.

As you dive into the numbers and start identifying areas of focus, keep in mind that “important” pages have two components: 1) They get a fair number of visitors; and 2) Those visitors are good candidates for converting.

For example, a photo gallery on your site may get a lot of traffic but may not be the best spot for encouraging action, whereas an informational page that gets a smaller number of views may actually be more valuable because its visitors are more likely to engage.

Step 2. Test Your Offerings

 Fundamentally, if visitors don’t like your offerings, they are never going to convert.

This fact may sound obvious, but its sometimes overlooked by marketers. After all, we often spend so much time creating products or content collateral that we assume consumers will naturally be interested.

To ensure that your low conversion rate isn’t due to a lack interest, make sure to experiment with multiple offerings.

In particular, if you are a content marketer you should try presenting a number of different pieces (i.e., a few white-papers, versions of magazines, etc.) to ensure that you have a good read on your consumers’ preferences.

Step 3. Simplify the Conversion Process

Once you have a sense of which offerings are working and which pages have the most potential, you can start tweaking the actual conversion elements.

The first place to start should be with simplifying the process. Often consumers fail to convert because they think taking action will require too much time—i.e., they will have to fill out too many fields on a form or click through too many steps.

Therefore, do everything possible to streamline. This means you should be ruthless in cutting down what information you ask visitors to submit, and that you should also pay close attention to other, less-noticeable, frustration points such as slow load times.

Step 4. Vary Your Call to Actions

A recent analysis found that simply changing the language on a call-to-action (CTA) button from “Submit Form” to “Submit Registration” can boost conversions by 2.5x. [1]

While not every CTA tweak will have that huge of an impact, many changes can significantly affect conversions.

The problem is that CTA performance varies widely from site to site, which means that you’ll have to find exactly the right offer and language for your audience. To do that, you will need to create a structured testing plan to be able to measure performance over time.

Step 5. Optimize Design Elements

As with calls-to-action, small design changes can have a big impact on website conversion rates.

This means you should experiment with everything from font sizes to page layouts—again with a structured plan in place to properly measure the effects of the tweaks.

In particular, pay attention to the colors that you use on your pages. Often website conversion forms are designed to match branding, but this may not be the most effective approach. There is a significant body of research that explores the impact of colors on conversion behavior, and you may be surprised by what your choices are conveying. [2]

For most marketers, boosting a website conversion rate is usually a process of these sorts of little tweaks. Each one may seem to impact the numbers only marginally, but combined they can have a very significant impact.

Tweet this: There are some general strategies that can help boost your website conversion rate.

Tweet this: Often consumers fail to convert because they think taking action will require too much time.

Tweet this: As with calls-to-action, small design changes can have a big impact on website conversion rates.

Tweet this: For most marketers, boosting a website conversion rate is usually a process of these sorts of little tweaks.

Resources:

[1] http://www.marketingprofs.com/charts/2014/25380/how-to-boost-the-effectiveness-of-your-online-forms

[2] http://blog.kissmetrics.com/color-psychology/

Photo: https://www.flickr.com/photos/tjblackwell/3545764529

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