Increase the conversion rate of your website

Shaz Memon
Creative Director & Designer
Digimax
Blogger
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Your online marketing strategy is vital to growing your business. There’s little point of investing your time, money and patience into a digital marketing strategy if it doesn’t get visitors who do finally arrive at your website to engage, act and keep clicking.

Measuring the success of such a strategy starts with your website conversion rate. This rate relates to getting customers to do whatever it is you want them to do. For example, do you want them to fill out their contact details for a call-back, download an app, register for your newsletter, fill out their contact details or make a purchase?

In trying to measure and improve your website conversion rates, it is important to first consider what the conversion point is. Is it sales? The more purchases the better? Or is it leads?

Either way, this sets the parameters and allows you to move forward in your digital planning.

This post sets out some of Digimax’s essential ways to increase your conversion rate.

Call your customer to action!

Hopefully you have invested in a website that gives your customers what they need. The design and usability of your site is key to achieving the best possible conversion rates.

Every page needs a call to action. This could be to ‘contact us now’ with a telephone number or a ‘sign up’ form so you can add information to your client database.

The clearer these call to actions are, and the easier they are to access - the better. You have less than 15 seconds to keep your customer’s attention and in terms of gaining new leads, this depends on how your website looks, the ease with which they can access your message and the way in which they interact with your business.

Purchase beacons mean more conversions

I call a ‘purchase beacon’, anything that helps your website visitor to make a purchase or interact the way you want them to. This might be price, positive reviews, speedy delivery, how long you have been established, affordability, case studies, social proof (testimonials) or even website security assurances.

These beacons can often be the deciding factor for customers looking to buy a product or service, or pass on their contact details to you. They need to be clearly set out on your site to encourage visitors to take the next step.

A website designer should be guided by you to ensure that your purchase beacons are visible the moment someone lands on your home page. To convert a visitor into a customer, your website needs to hook them with purchase beacons and help them answer key questions about if they wish to do business with you without you being present.

The only influencing factor you have is the quality of your website, content and the purchase beacons. Listing absolutely every unique selling point on your website is not the same as making good use of purchase beacons.

Often, being a proud and passionate business owner can mean that we are over enthusiastic about how great we are compared to our competitors. This can lead to some over-doing it with how much we write about why a customer should use us. So the the art of using purchase beacons requires some finesse.

Purchase beacons need to be clear, spaced out and have enough distance between them so the eyes can scan over them easily. Clutter free – strong purchase beacons are important.

Step into your audience’s shoes – think about the different types of personalities and users you attract. If you have an eCommerce site, some people may be looking for how fast they can take delivery, other may look at your returns policy, price guarantees, your location, how long you have been established, your blog or even if you have a phone number and your payment methods.

Think about the key things users want to know and then guide your web designer to implement these. Notice how I said you should guide your web designer, and not the other way around?  The reason is not all creatives are good at designing for conversion. There are many designers that are great at creating visually appealing design, however they fail to sometimes get the balance between design and business benefit.

The reason you have a business website in most cases is to ultimately build your brand and make money – if your website is not doing this optimally then you are losing out.

If you have ever been to Oxford Street in London you will know how much effort stores make to display items they want to sell in strategic places. There are people with jobs entirely dedicated to conversion in the offline world. Imagine your store is on a busy high street – do you want people to walk out the store even though your product or service is superior purely because you couldn’t get this message across to them in the short time you had?

Say it loud and proud

Your headings, your content and the words you use all add up. Your homepage should sing your company’s praises loudly to ensure the marketing message hits home.

Many visitors might not be at the buying stage, they may instead be doing some initial research. So these few seconds are the only chance you have to ensure they remember your company and its amazing offers.

A great way to up your conversion rate includes using product videos. These allow visitors to see what is on offer and how it works. They can picture themselves using the item you want them to buy.

The same goes for testimonials. People are swayed by opinion. Customers are encouraged to invest when they can see/read how something has helped someone else. Make sure your testimonials are clear and accessible.

Speak the conversion lingo

Language is an important factor of any online content, especially when requesting a visitor to part with money or time to increase your conversion rates.

Avoid obvious selling tactics and overly complicated words. Keep your content clear, clean and concise to reap the best results. Combine this with a choppy, attractive headline and hopefully you’ll catch the right attention.

Remember those purchase beacons? Use your website copy to spell them out and tell the customer exactly what they will get. In regards to a tangible product, give them the dimensions, the features, the benefits, the delivery details, anything that shapes the product and gives it more clout. 

Filling your website with flowery adjectives and vague details will not achieve the conversion rates you need to see for business growth. Honest, simple, easy to read content will.

Landing Pages

If you have invested in pay per click ads, Facebook ads or any other sources that will lead back to your website, create dedicated landing pages for each one to directly target the customer.

By creating a variety of offers, you will attract different customers at different points in their purchase journeys.Personalising your marketing strategy is a great way to boost your conversion rates as you’re speaking to the customer directly by creating an offer and landing page to suit their needs.

These tips are just a few ways to boost your conversion rates and are an excellent starting point for any business, big or small.

About Shaz Memon

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17th Nov 2017 10:59

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