Tips on how to improve website conversion
The first challenge in making any site successful is driving traffic to it. Just like getting customers through the door of a physical premises, a high level of online traffic is key to unlocking your site’s potential.
However, though getting prospective customers to your site is a great start, you need to ensure they sign up to your company, make a purchase or engage with your site if you want to turn a visitor into a customer. By ‘converting’ visits in this way, you can start to build a dynamic online presence, boost your turnover and make your business into a real success.
Be clear and concise
Most visitors will make up their mind about your business within seven seconds of landing on your site. This means you have to grab their attention fast and keep them engaged long enough to showcase your company and USP’s.
The easiest way to do this is to design your site clearly and concisely. Use short, easy to read text that gets right to the point and ensure that any images you use are professional quality. By communicating your unique value propositions and unique campaign propositions (UVPs and UCPs) clearly, you can ensure your customers stick around to find out more.
You need to give visitors to your site a good reason to take a closer look at your brand. Place a few persuasive offers prominently on your page, using phrases like ‘free shipping’, ‘free trial’, ‘free report’ and ‘special offer’ etc. to get customers interested.
Make it easy
Even the most interested customers can be distracted surprisingly easily. To ensure your visitors aren’t put off half way through a purchase or sign-up, make the process as quick and as easy as possible. Remove any unnecessary steps in the process and allow visitors to use time saving tools where appropriate.
Make it fast
With broadband speeds faster than ever, internet users are no longer willing to wait for content-packed pages to load. In fact, research has shown that a whopping 40% of users will abandon a site if it takes more than three seconds to load and for every second of delay a customer experiences, satisfaction goes down by around 16%.
Make your site load more quickly by removing cumbersome content and by optimising it for the mobile web. Flashy features can do more harm than good, so keep digital flourishes to a minimum. Most web designers will be able to shave seconds off loading times, giving you a site that’s fast, sleek and ready for the modern web.
Word of mouth counts for a lot online and having reviews and testimonials on your site will help to encourage users to make a purchase or sign up to your business. Integrate social media into your site to encourage satisfied customers to promote your company through their profiles.
Make it reassuring
Though we’re getting more and more used to buying online – UK shoppers spent £114 bn online in 2015 alone – many people still get a little nervous when purchasing products or services from a company they’re not familiar with. In order to ensure your customers aren’t scared off during the purchasing process, include reassuring banners on your site to prove you take security seriously. If your business is a member of a recognised trade organisation, if you have qualifications or awards or if you’ve signed up to a regulatory body, display your credentials for your customers to see.
Add a guarantee
Adding a guarantee to your site will also help to reassure your customers that your business is trustworthy. You could offer a money back guarantee to customers unhappy with their purchase or promise to replace products that don’t come up to scratch.
Keep conversion elements above the fold
To encourage as many conversions as possible, make sure you keep any sign-up boxes or ‘buy now’ buttons above the fold. All conversion elements on your site should be clearly visible as soon as visitors land on your page. If they’re hard to find, customers may well get bored and leave your site before they’ve made a purchase or left their details with your business.
Make it personal
Customers like to know who they’re buying from. To give your business the personal touch and to connect with your target audience, create a full and characterful ‘about us’ page for your site. As well as giving your company a bit of personality, the ‘about us’ page will help to reassure customers and help you begin to build a relationship with your site visitors.
Website conversion tools
If you want to take website conversion to another level, there are several tools available to help you study your visitors, monitor your usability and tailor your site to suit your customers. Many offer free trials, enabling you to find the best tools for your business without having to invest your hard earned cash.
Usability is a key factor in determining conversion rates. This handy tool will test your site’s navigation, its buttons and its usability. If it finds any issues during the test, you’ll be notified and can then take action to correct any errors. Though this may sound pretty basic, even the smallest coding faults or glitches can lead to issues that put customers off, so it’s incredibly important to ensure everything is running smoothly.
Crazy Egg allows businesses to see how visitors behave when they’re on their site. By creating a ‘heat map’, the tool reveals the routes that users take once they’ve landed on a URL. This can shed light on areas or pages which are putting customers off and could help you to streamline your site and make it more user-friendly.
Conversion Voodoo monitors visitors’ first impressions of your site. It also performs A/B testing and helps to optimise the design of your landing page. This will help you ensure your visitors get the best possible first impression of your business and could significantly boost your site’s conversion rate.