In an increasingly competitive digital world, setting up a business and surviving is more difficult than ever before. There are thousands of elements to think about, yet everything seems to point towards keeping the customer happy enough to get them to buy. From there, you need to maintain that relationship to continue getting conversions. It sounds like a never-ending process, doesn’t it? If you want to stay ahead of the competition, it’s time to refine your SEO strategy to garner more conversions. There are several actions you can take to boost your conversion rate with little effort.
What is a Website Conversion Rate?
Before getting into how to boost conversion rates, let’s briefly touch on what a conversion rate is and why you need to consider it. A conversion rate is commonly used verbiage in marketing that depicts the process a visitor goes through when becoming a customer, or “converting.” When you have a ratio of visitors remaining visitors versus visitors converting into customers, you get your conversion rate.
Here are the steps to maximize your business potential this year and get more conversions than ever before:
1. Hero Images
The first thing you want to think about is the visual appearance of your website. For a while, one of the must-have elements on a page was a slider with images that showed products and services. These carousel-type displays are ubiquitous, even today; but they’re not going to serve you well anymore. Not when people are on their phones.
Although carousels and sliders look nice and add some spice to an otherwise static website, they are terrible for conversions. Users don’t like when things move, especially when the moving object has a CTA.
Ideally, you want to minimise as much as possible. Avoid images and phrases that bleed into one another. That means embracing hero images—or static backgrounds—that give just enough detail without hampering the call-to-action buttons and other information.
To convert the person, you must give them power. In SEO, strong strategy is developed by realizing that the user’s, and their experience, is the key to ranking high organically. Therefore, you tailor your content to what searchers want and need. To do that, you create a heatmap.
What’s a heatmap? Let’s explain.
Heatmaps are a visual representation of visitors and their actions on your website. Heatmaps show you where people focus their attention, where they click, what they scroll over, and the places on your site that they avoid.
If you want to know what kinds of changes you should make to get more interest and more clicks, a heatmap is pivotal. You’ll be able to dramatically change the user experience once you see the website through their eyes—in a manner of speaking.
3. Do A/B Testing
Also known as split testing, A/B testing is a technique that is favoured by web developers and designers for determining which version of a website is going to get more clicks. For example, if you have two titles for a webpage but couldn’t figure out which one to use, you can do A/B testing to see which one attracts more people.
Basically, with A/B testing, you create an A and B version of a page. Then, the A/B testing software that you decide to use will divert traffic to either page. Both pages will have CTAs, and in the end, you get a count of how many converted. Combine A/B testing with a heatmap, and you’ll be able to pick out the best elements to build an awesome web page for higher conversions.
4. Create Compelling Propositions
People want to know that they are buying from someone they can trust. Someone who is reputable. Believe it or not, this idea that businesses should have “value” will also impact your conversion rate. If the visitors aren’t getting enough of a value, or if they don’t think getting behind your brand is going to be worthwhile, it’s time to rethink your value proposition.
A value proposition is the reason why potential customers should make a purchase from you. You can outline your value proposition on the about page but also in your mission and content. However, the best value proposition is one that can be summed up and explained in as few words as possible.
A good value proposition is comprised of the following:
- Characteristics that make you different from your competitors.
- Excel in at least one element of value, even if other facets of your business match the competition.
For example, if you have the same prices as the competition, you might decide to focus on the quality of customer service you’re willing and able to provide. If you can express what makes your business unique eloquently, you will be able to convert more people—because they will believe in you.
5. Set Up A Sales FunnelOnce you set up a value proposition that says, “We can do something better than the others,” it’s time to set up a sales funnel. Sometimes, people aren’t ready to buy, but they still want information. They still have needs that need attending to. What you need to remember is this: the more expensive or complicated the product or service, the more time people need to figure out if they’re ready to make the purchase.
You can increase the possibility of someone converting by showing them the value of your product or service by offering demos or free trials. You can also offer advice through media, content, and newsletters. You can show off your expertise with social media engagement. It often takes as much as 7 contacts between the sales representative and the lead before they are ready to commit. The longer you focus on developing the relationship, the greater the chance of a conversion.
In short, you don’t want to force people down the purchase funnel. You want to make them aware of the product or service by showing up in the search results pages, increase their interest with quality content and free goods, and then nurture that interest to convince them to buy.
6. Stand Out CTAs
Otherwise known as calls-to-action, CTAs are an essential component to converting leads and visitors into customers. Every landing page will have a call-to-action that contains actionable words like “click,” “buy,” “purchase,” “go,” “act,” and so on. The CTA is always placed in a strategic location within the page where visitors will see it and be compelled to click on the link or button to perform a specific action.
Think about the calls-to-action you have on your site. Are they visible? Do they use simple, actionable words to get attention? What are the calls-to-action promoting?
Remember: the best CTA is simple, straightforward, and relevant to what the person came to the landing page for.
There are hundreds of ways to increase conversion rates, but consider the tips listed above as the foundation. Conversion rates are necessary. Don’t disregard their importance and the hints that they give. Once you figure out what is stopping people from converting, you can work towards bettering your business and improving those conversion rates today.