You have developed a great website that looks good and is intuitive. You’ve even managed to promote your site on social media, PPC and have started getting traffic. Kudos for having done all that! You’re on the right track to growing your business online.
But, now you are facing an unexpected hurdle. The clicks are not converting into paying customers. You’re finding it challenging to convert website visitors into paying customers. Wondering where you’re going wrong?
The good news here is that you can fix the problem and turn traffic into customers. As the top website development company in Gurgaon, we’ve got several tricks up our sleeve to convert site traffic into revenue. This post discusses issues with conversions and shares tips, hacks, and tools to win conversions. Let’s get started.
Traffic Matters, but Conversions Matter More
Generally, most business owners try to focus on getting traffic to their site. This is a good starting point. If you’re looking to double and triple your revenues, you need to focus on conversions.
Let’s explain why conversion matters with an analogy. Think of a brick-and-mortar store. If all customers who walk in only window-shop, then the business makes no revenues at the end of the day. To pay the bills and make some profits, the owner must get these customers who walk in to walk out with purchases. The same goes for your website too.
What is conversion?
Conversion is the technical term used to denote a site visitor performing a desired action on your website. This can be requesting a quote, purchasing a product from you, signing up for a mailing list, following your blog, etc.
Let’s look at the formula for conversion rate.
Conversion rate = [Number of times a specific goal is completed on your site] / [Number of visitors to your site]
Let’s say 100 people visit your site on a day. Of these 10 people sign up for your mailing list (your goal), then the conversion rate = 10/100 = 0.1
As a website owner, the higher the conversion rate, the easier it is to reach your goal and increase revenues.
This is where CRO (Conversion Rate Optimisation) comes into the picture. CRO focuses on enhancing and empowering your website to get more visitors to complete a specific action when visiting your website. It’s the process of designing and modifying your website so that it enhances the user experience to maximize conversions.
CRO involves understanding how a visitor behaves on your site. It also identifies the hurdles on your website design that prevent users from completing a specific goal. CRO is an integral part of website design.
So, what’s a good conversion rate?
The average conversion rate of a landing page is 2.35%. However, sites in the top 10% have a conversion rate of 5.31% or higher. We have identified four core reasons why your conversion rates are low:
Lack or unclear CTA (Call To Action)
Lack of a clear value proposition
Ineffective site design
10 Tactics to Convert Clicks into Conversions
Let’s get down to work. We list out some of the best ways to optimize the conversion rates of your website.
1. Copy is King
The words you put on your website are not just fillers. They are a powerful mechanism to influence, captivate and win the trust of your site visitors. Your audience is not likely to convert if you don’t speak their language.
The onsite copy is your core message to the audience. You need to include the right persuasive text to subtly guide them to the action you want to take. Here are a few tips to get site copy on point:
Keep it factually correct – do not exaggerate or make tall promises.
Keep it free of errors.
Your words should establish your authority in the niche.
Keep in mind the persona of your target audience and speak their language.
Ideally, you should be writing first for your audience and for search engines next.
2. Shine the Spotlight on your Unique Value Proposition
UVP (Unique Value Proposition) or USP (Unique Selling Point) is what sets you apart from other similar brands. The UVP must be instantly apparent to any visitor who casually lands on your site. Remember that time is crucial here. Visitors stay for just a few seconds before deciding whether they want to continue browsing. You need to hook in your audience within these few seconds. Here are a few points to keep in mind while crafting the UVP of your business:
What makes my brand different from my competitors?
What’s my biggest strength?
What problem am I solving for the customer with my product/service?
Why should the customer choose my brand over my competitors?
Once you have identified and crafted your UVP, the next step is to communicate it clearly throughout your website. Customers should get a clear idea of your UVP just by casually browsing the site.
Fast Tip: You have just 4 seconds to convince your audience to stay on your website. So, make sure to communicate your UVP efficiently within this super short timeframe.
3. Captivate with your Landing Page
Landing pages are the webpages that a customer lands on when they reach your site. It could be your homepage, a specific product page or a form to fill, etc. Ideally, the landing page is a high-conversion page, where the majority of purchases, downloads, or sign-ups happen.
The landing page should be visually appealing and well-designed to encourage visitors to take a specific action. For instance, if you’re a brand selling “infant clothes,” then your landing page should have the following:
High-definition images of the product you’re selling (products worn by models connect better with the audiences than dresses displayed on a mannequin)
A brief but succinct description of the product (what problem it solves, how is it different, your UVP)
Product specifications such as size, materials used, certifications, if any, etc.
Video content (short videos of infant models wearing the product)
Feedback from previous customers
A clear call to action
“Add to Cart” or “Buy” button to make it easy for the audience to complete the purchase.
Fast Tip: Adding video content to the landing page increases conversion rates by a whopping 80%.
4. Get your CTAs Right
CTAs (Call to Action) on your site should be optimized for better conversions. Simple, to-the-point and straightforward CTAs work better than complicated and jargon-ey CTAs. Also, where you place the CTA matters much. Instead of disrupting the user experience, the CTA should organically gel with the rest of the content leading to a proper conclusion.
Here are a few points to keep in mind while crafting CTAs:
Keep it specific instead of being generic and bland. For example, “Get a free quote of our services” works better than a generic “email us.”
CTAs with 10 words or less with a decisive action lead to improved conversion rates.
5. Don’t Let Your Blog Fade into Obscurity
The company blog provides you with an array of opportunities to promote your brand’s visibility and authority online. It’s a great way to attract traffic and get them to return again and again to your site. By penning helpful, informative, and relevant blogs, you can establish your brand as an authority in your niche.
Don’t blog just for the sake of maintaining a company blog. Instead, be authentic, spend time and resources on it to give your audience relevant and timely information to help them.
Think of your blog as an investment you’re making for your business. The time and hard work you put in will help you build a reader base that keeps coming back.
6. Speed Up your Website
In today’s fast-paced world, no one has the patience to spend even a few extra seconds than needed. Slow-loading sites are not only frustrating but can undo all your efforts. If your site’s speed isn’t optimal, then you can expect your audiences to bounce away left and right.
Use a site speed test tool to check if your website is loading fast. If not, it’s time to bring an SEO professional like Webfries on board to improve your page load times.
Fast Tip: Even a mere one-second delay can drop your conversion rates by 7%. So, you need to ensure that your site loads fast and flawlessly on all devices.
7. Invest in an Automated/24 x 7 Live Chat Support
Keep in mind that people check your site even after office hours or from different time zones. The best way to provide your audience with support 24 x 7, 365 days off the year is by adding an automated/24 x 7 live chat app on your homepage and other landing pages. This gives customers the confidence that you’re just a click away, and they can reach out to you for support during the purchase process.
8. Take Site Security Seriously
Cybersecurity is a growing concern, and every day we hear reports of hackers getting access to sensitive data. Today’s audience is savvy that they will first analyse your site’s security before sharing their personal information on your site.
You need to earn your audience’s trust to win conversions, and site security plays a huge role in this. Here are a few tips to secure your website and win the trust of your audience:
Display verification tags like SSL certificates, VeriSign on your site. If you’re new to website development, then hiring a trusted website development company in Gurgaon like Webfries can help you secure your site and keep your audience’s confidential information safe.
9. Keep it Simple
This is one of the biggest reasons for low conversion rates. No one likes complicated sites that need a Ph.D. in site navigation. The easier you make it for your audience to navigate your site, the easier it is to carry out the specific action. Here are a few pointers to help you out:
Your site’s layout should be clean and logical, making it easy for users to find what they are looking for. No unexpected twists or sitemaps. Sometimes it’s better not to reinvent the wheel, which holds true when it comes to site navigation.
Place menus, CTA buttons, and anchor text in strategic positions so that visitors can find it easily.
The checkout funnel should be as short as possible. Eliminate any unnecessary steps.
Make sure that you’re upfront regarding all the costs. One of the main reasons for an abandoned shopping cart is additional shipping costs added at the later stages of the checkout funnel. If you charge shipping costs, make sure to let your audience know about it in the initial stages. Alternatively, you can also waive shipping costs to users if they shop above a specific cart price.
Make payment as easy as possible for the customer. Include multiple payment options like credit/debit cards, internet banking, e-wallets, UPI, etc.
Finally, don’t forget to optimize the site for mobile devices. Responsive mobile-friendly sites are an absolute must. If your site is not optimized for screens of different sizes, then it’s a sure-fire way to lose out a large chunk of your website.
10. Websites are Visual Elements
Every single element that you add to your site plays a crucial role in shaping the user experience. Here are a few factors to get right:
Include high-quality images and videos
Video tutorial on how to use the product
Using the right colours that match your brand philosophy
Conversions don’t Happen Overnight. But with the Right Strategies, You Can Nail It!
There’s no one universal formula for site conversions. You need to test, check and tweak multiple strategies for the best results. It’s a long-term game. When done right, it can make your sales go through the roof, helping you draw huge revenues. Use the tips and tricks here to build site conversions. If you need a professional hand, you can always turn to Webfries, the best website development company in Gurgaon.