When you market a business, you target sales. Well, why wouldn’t you?
Every penny spent is to gain more and more traffic to your website and that must promote business growth too.
Organic traffic is great, but what’s the point if the visitors don’t convert? That is, become buyers.
In this blog, I’m going to discuss with you some proven strategies to boost the conversion rate of your website. But before I discuss strategies, I’m going to cover the following points briefly:
Simply put, the Conversion rate is the percentage of visitors to your website who ‘take an action’. The conversion count can be anything, depending on the business:
There are plenty of other conversion steps visitors take. Basically, an action is counted as a conversion when a visitor progresses to be a potential paying customer.
This is simple mathematics and deals with a formula, you divide the total conversion in a timespan by the total visitors of your website and multiply it by 100%.
Conversion Rate = (Conversions / Total Visitors) * 100
For example, if you get a total visitor of 15000 out of which 1800 convert, then your conversion rate is 12%.
Now let’s move on to some of my favorite tactics to boost conversion rate:
The primary purpose of a site is to attract organic traffic and proceed to conversion. However, studies show, we humans have a very low attention span, we easily get distracted!
If the homepage of your website has a navigation button or search bar with different other options, there’s a high chance your audience might click through. This lowers the website’s overall bounce rate. These visitors can spend hours scrolling through your webpages and reading articles and completely ignore the offer or the product you actually wished to promote.
A clutter-free website with minimalistic design, therefore, promotes conversion. The goal is to engage the visitor to a product, or anything counted as sales.
In the initial stages of marketing, paid campaigns do reward you with traffic. But it does not have much value in the long run. SEO has always been the most effective technique to achieve organic traffic and boost conversion rates. As you are going through this blog, I would assume that you have a fair idea of SEO.
Why keep SEO in mind?
Well, if a visitor has reached you through organic search, it is likely, you have the content they are looking for. Half of your job is already done as you do not have to persuade them to act.
However, not all kinds of SEO is healthy and can truly harm your traffic, here you can have a look at this blog: Terrible, no-good SEO tactics to Discard in 2020
Continuous experimenting can attenuate risks and allow room for improved innovations. So, what is A/B testing in the first place?
A/B testing or Split testing technique can be procured to test out the best between two possible tactics for traffic.
Suppose you have two alternative headlines for your page, and you are in a dilemma of choice. A/B testing tools steer half of the traffic to page A and the rest to page B. Both the pages have a CTA button and the page with more conversion is preferable.
There is no such thing as a ‘perfect conversion page’; continuous experimenting of improved pages with split testing is part of the marketing cycle.
Much of the conversion rate depends on the value proposition.
Why would a prospect buy from you and not from a competitor? What value do you have to offer them?
A value proposition answers a prospect’s question by promising the intent of the brand. The company summarizes its value with quality service assurance, portrays its unique features and a brief idea of how the business operates.
By ‘compelling’ and ‘transparent’, I mean the proposition must stand true and have a good communicative tone to compel the visitors onto becoming buyers.
A single value proposition cannot be effective for long periods, as mentioned before; improving through A/B testing is a continuous process.
A sales funnel is a metaphorical path for a visitor from arriving on a site to becoming a potential customer. The path is strategically composed and has three levels of B2C interaction.
On the top level is where the traffic enters the site. From the business side, this is the Awareness level. You make your visitors aware of your company and the products/services you offer.
The second level is where the traffic already has knowledge of your products and services. So, you develop an Interest in them. The visitors must know why they would buy something from you, what benefits do they get in the process. In these situations, a good value proposition attracts a lot of customers and creates credibility for the business.
As the funnel gets narrower at each level, the number of visitors drops with only the customers left. They reach the final level of Sales and become potential customers.
The purpose of this is to keep track of the conversion rate and improve through A/B testing. The goal is to make as many visitors to pass through the funnel as possible. How to do that? Effective digital marketing is the correct answer!
When customers are at the point of decision-making and going through your offer, they’ll have conscious and subconscious hesitations.
In offline businesses, it is easier to solve customer queries and address solutions but online it’s difficult.
The solution is to list all the possible issues from the customer’s point of view and eliminate those with proper solutions.
If you do some self-research, you’ll notice, every company providing products or services has FAQs or Frequently Asked Questions to solve customer concerns related to the purchase.
So, for instance, you are planning on buying a brand-new laptop, and here I’m selling it at half the actual price; are you going to buy it from me?
My product is genuine and assures quality, and it’s quite a catchy deal, but you won’t purchase it because you don’t trust me.
Adding an element of trust to a website boosts conversion rate. Here’s how to do that:
If a customer gets confused while placing an order or making any kind of purchase, they are likely to leave and buy it from someplace else, where the process is pretty much easier. Your website must be spontaneous, and purchasing should involve as few clicks as possible.
Try out different layouts and style, keep changing content and improve the functionality of the landing pages. The landing page must have the proper information for the visitors about the offers, the company, and products available and guide them towards conversion. Avoid several contents on a single landing page. Go for the right number and kind of content to motivate the customers and improve the conversion rate.
Some Bonus Tips:
Remember, the crucial part of boosting conversion rate is continuous testing to figure out what’s best for you.
Let me know in the comments below, which of these tactics you found helpful.