Conversion rate is the most essential indicator for measuring the success of any website. If your website's design isn't user-friendly or your branding approach doesn't connect with your audience, you might end up losing customers.
Eventually, you will have to tweak your website or marketing strategy with different techniques that will assist you in achieving a good conversion rate. In this article, we will discuss the important tips by which you can improve website conversion rate.
What is website conversion?
A website conversion occurs when a visitor completes a desired action on your website, like subscribing to your newsletter or making a purchase.
How to calculate website conversion rates?
You can calculate website conversion rates by dividing the total number of conversions by the total number of visitors and then multiplying the result by 100 to get a percentage.
Let me explain this with an example - if 50 users visit your website and only 5 of them take the desired action of filling out a contact us page then the overall conversion rate will be 10%.
What is a good conversion rate for a website?
A good website conversion rate ranges from 2% to 20%.
Conversely, the average conversion rate for B2C companies is 2.19% and for B2B companies, the median percentage is 1.41%.
10 actionable tips for improving your website's conversion rate
If more people are visiting your website and they're not converting then something is wrong.
You need to find out the weaknesses in your website and use smart techniques to overcome them. Let's have a look at 10 proven techniques for getting more conversions on your website.
1. Personalize the experience for your website visitors
Giving website users a tailored experience has become an essential component of a marketing strategy. It may determine whether a user leaves your site after a brief visit or becomes a repeat client.
So how can you tailor the experience to each visitor in a way that actually connects to them?
Now there are various methods by which you can personalize the customer journey to increase your conversion rate. A few of them are mentioned below:
Personalized CTAs:
CTAs are the superheroes of your website - they grab the attention of your target audience and motivate them to take desired actions.
Whether you want them to sign up for your newsletter, watch a demo, or fill out a contact form, CTAs are the key to making it happen.
But CTAs are not just one-size-fits-all. They are the perfect opportunity to personalize your website and offer visitors a clear path based on their interests and needs.
By using firmographic, behavioral, and psychographic data, you can create a CTA button that speaks directly to your audience.
For instance, you can create different CTAs based on where your actual visitors are in the sales funnel, or show specific CTAs to those who fit your target customer profile.
You can even tailor your CTAs for paying and non-paying customers, providing each group with the right message at the right time.
Geolocation targeting:
Geographic personalization is customizing your website content based on where your customers are in the world. Think about it: you can tailor your content, offers, and even products to suit the unique needs and preferences of customers in different locations.
It's like having a personal shopper who knows exactly what you want, but for your entire customer base. The best part? It's incredibly easy to implement. All you need is to know where your customers are located, and you can create a customized shopping experience that suits their preferences.
Seasonal-based promotions:
Seasonal promotions are like a secret weapon in your marketing strategies. These clever campaigns capitalize on holidays, celebrations, and seasonal events to give your customers something special to get excited about.
Take the example of Starbucks below, it shows promotions specific to the Easter holiday.
2. Implement conversion rate optimization best practices
With so many different conversion rate optimization (CRO) strategies out there, it can be tough to know where to start. We have narrowed it down for you - below are some actionable conversion optimization tactics that you can implement right now to increase conversion rates.
Simplify forms:
Ensure that your website's forms are as simple and easy-to-use as possible. Minimize the number of fields that need to be filled in, and make sure the forms are mobile-friendly. Consider using pre-filled forms where appropriate, and use progress indicators to let users know how much they have left to complete.
Site speed optimization:
Ensure that your website loads quickly on both desktop and mobile devices. Users tend to abandon sites with slow-loading pages, and a slow website can have a negative impact on your conversion rate. Optimize images, minimize scripts and code, and choose a reliable hosting service to help speed up your site.
Use exit-intent popups:
Exit-intent popups can help capture the attention of visitors who are about to leave your site. Use them to offer a special discount or incentive, encourage visitors to sign up for a newsletter, or promote a related product or service.
3. Highlight your value proposition in the website copy
The value proposition is a critical factor to consider while writing website content. If done correctly, it may greatly increase sales via your website. Moreover, the value proposition plays an essential role in making a strong first impression by persuading prospective clients that you offer what they are looking for.
To convert visitors, the value propositions presented on your website must be a solution to the pain points of your target audience.
Here are some recommendations for optimizing your value proposition:
- Make your value proposition convincing by bringing attention to the advantages your clients will get.
- Make sure your value proposition is very clear. Who does it cater to? What good does it do?
- Make sure you're talking about the benefits in the right terminology. It needs to become part of the internal dialogue already taking place in the client's head.
Take the example of Zapier below. It shows it value proposition of making integrations possible neatly tied up in its homepage web copy.
4. Remove distractions on your landing pages
A clear landing page may help visitors understand your message. Your site visitors will have an easier time understanding what you're selling and making the next move toward purchasing it if the design, content, and CTAs are all as clear as possible.
Visitors may have trouble navigating and taking action on a website that has too many distractions, ample information, or an uncertain goal. Your landing page must be simple, brief, and easy to navigate. If the information isn't necessary, leave it out. Just provide your site visitors with the information they need and nothing more.
5. Create a responsive website design for mobile users
A website built using responsive web design will not waste users' time with unnecessary clicks and redirection. It instantly guides visitors straight to the item or service they are looking for. By removing any friction from the user's journey, you greatly improve your chances of making a conversion.
The following are the best methods to optimize your website for mobile and desktop devices:
- The mobile site should adjust its layout and content according to the smartphone's screen resolution.
- Make it simpler for visitors to discover the specific content they want after arriving at your website.
- Make sure the button sizes are appropriate for use on mobile devices.
- Provide a simple option to convert to desktop view for those mobile users that want it.
- If you're using a mobile device, higher font sizes will make reading much simpler.
The below image shows a side-by-side view of how Asana's website displays in mobile and desktop screens. Notice how the image gets pushed below in the mobile display so that the copy and form field is front and center.
6. Monitor visitors' engagement on your website and improve accordingly
A well-engaged audience is likely to convert. But how do you know if your website has been successful in engaging users? Heat maps and session recordings can help you monitor user engagement and decide which strategies to apply for boosting engagement.
Analyze heat maps
A heatmap provides visual proof of user engagement on your website by analyzing their behavior and showing the same in different colors. They provide the evidence to better tailor your site according to the requirements of your visitors.
You can use heat maps to see where people clicked or tapped on a website.
Watch session recordings
Session recording tracks website users' sessions in real time so that you may review them to learn more about your audience's likes and dislikes. It tracks everything a user does when visiting your site, from the links they click to the pages they scroll.
Recording sessions allow for more in-depth analysis of site visitors' browsing patterns, experience breakdown, and the identification of pain points. Hence optimizing the user experience (UX) and resolving problems that contribute to lower conversion rates.
7. Add social proof next to call to action buttons
Social proof is more than just a means to brag about your company's sales stats. It can also serve as a helpful resource for customers in making smart choices. People frequently buy things that they believe are well-liked without first considering the products' true worth.
A smart approach for persuading potential customers of the worth of your product or service is to provide them with good social proof. Include reviews or customer testimonials from satisfied customers or a reputable third party next to your call-to-action buttons.
The below example from Miro shows its rating on review sites below its 'Sign up free' CTA button.
8. Add a live chat feature to increase conversions
Consumers need to have their inquiries and worries addressed. It's a lost chance to turn that lead into a customer if they have to waste time sending an email or making a phone call. Customers can obtain the answers they need from a company quickly when they use live chat.
In addition to live agents, you may want to consider using chatbots or automated responses to handle common questions and provide immediate assistance outside of normal business hours.
9. Build different content based on the conversion funnel
By analyzing a visitor's current status in the buying process, you can better adjust your website's content to meet their needs. That way, businesses may tailor their offerings to each visitor and increase the likelihood of a conversion.
There are multiple methods for optimizing website content for various phases in the conversion funnel, such as:
- Awareness phase. Focus on developing trust by offering quality content at the start.
- Interest phase. At this point, it's crucial to present in-depth product descriptions, testimonials and calls to action to your audience.
- Desire phase. The target audience is convinced that they need this product or service and is eager to hear about its merits. Use persuasive language and social proof (e.g., customer reviews, case studies, endorsements) to help push potential customers down the funnel.
- Action phase. In this phase, the goal is to streamline the purchasing process for the visitor. The website's content needs to be uncomplicated, transparent, and clear to facilitate a seamless purchasing experience.
Mailmodo's copy on its pricing page is short and actionable, persuading its users to give it a go.
10. A/B test major website changes before launching them
Testing is essential to learn more about what works for your target audience if you want to increase conversion rates.
A/B testing allows you to evaluate the efficiency of two variants of your website and determine which one is more productive.
You may determine which strategy works best for your audience by testing several iterations of your website elements that are personalized to the language and culture of your target consumers in a particular country. You can then utilize these insights to modify your products and improve performance.
Below are a couple of elements that you can A/B test:
- Explore a variety of call-to-actions (Learn more, Contact Us, Free trial).
- Experiment with various information types including video, infographics, and ebooks.
How can Relevic help you increase website conversion rates?
Relevic is a website personalization platform loaded with options to enhance the user experience and increase website conversions.
Using Relevic, you can personalize content based on your user's location and time. For example, you can create customized special offers, website marketing campaigns, or content to target users based on a country's holidays.
A/B testing is also available in Relevic, allowing businesses to find the optimal combination of content and layout for their website. Businesses may improve their websites by conducting A/B tests to see which modifications are most successful.
Relevic is free to start and takes only a few minutes to get started. Start creating personalized experiences with Relevic today!
Conclusion
This article gave a detailed breakdown of strategies by which you can improve your website conversion rate.
Higher conversion rates mean more sales and customer trust in your company. But, first, you need to set objectives, collect data, and perform some specific tests regularly to see what kind of content your intended audience best responds to.
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