8th February, 2018
Getting website traffic is great, but if that traffic doesn’t convert, then it’s worthless.
So, how can you improve your website’s conversion rate?
What might seem like a simple question to answer actually requires an in-depth understanding of what drives online human behaviour. And this is where things get tricky, because human behaviour is just so incredibly complex to predict – proof of this is the conversion rate of online shoppers, averaged at a nominal 3% worldwide.
But first, let’s take a look at what exactly we mean by ‘conversion rate’. Quite simply, it’s the ability to persuade a certain percentage of website visitors to perform a certain action (a conversion). This could be anything from the percentage of people who made a purchase to the number of email opt-ins you received.
Here are the 10 best methods to increase your website’s conversion rate.
Don’t underestimate the power of video!
In fact, research shows that our brains are wired to process visuals 60,000 times faster than a single blob of text. In other words, video engages people on a visceral level.
Still not convinced video is the future? Consider the following video marketing statistics:
So, how do you create the perfect video?
What’s better than trying something out for free before you buy it?
Free trials give potential new customers the opportunity to test your product or service without making a commitment, and this effectively helps you build trust and credibility as a brand and service provider. In fact, leads are 75% more likely to convert into paying customers if given the ability to get a little taster of what you offer.
When offering free trials, it’s worth noting the following tips:
How many of us have bought something on the recommendation of a friend? That’s right: pretty much everyone. And you can translate that into your online marketing tactics, by using social proof.
Social proof is defined as a psychological and social phenomenon where people ‘conform to the actions of others under the assumption that those actions are reflective of correct behaviour’.
In other words, you need to show potential customers that what you’re offering is real and not a scam. You can achieve this with the following tips:
Having a secure website reassures visitors that it is safe to use and encourages them to make online transactions with their debit/credit card and personal information. Here’s a couple of ways to do that:
A website that visitors and customers can trust is key to a successful online business –check out our managed web solutions for information on how we can help.
Words drive behaviour - in fact, people often click a button or headline because a certain word created an emotion – and knowing which ones to use can help boost your conversion rate.
Here’s a rundown of great words and phrases to use:
Colours have an enormous effect on our emotions and attitude. Our brains even release different hormones, depending on the colour we see, while one study found that 90% of all purchasing decisions are made subconsciously, often based on colour.
The tricky part is using the right colour. For example, black, blue and green appeal to both men and women, while purple only appeals to women. In other words, if you’re creating something for a primarily male audience, then adding purple to your design won’t be a good idea.
Meanwhile, colours can also help a brand how it is perceived. For example, black and blue work great for brands that want to elicit trust and a sense of luxury; green, on the other hand, is a great choice for companies selling outdoor products.
Here is a rundown of colours and what they mean:
Providing website visitors with a variety of registration/login options makes it easier and faster for them to sign up, and this effectively increases your conversion rate as it allows people to use the precise method that works best for them.
Implementing social media registration functionality, along with an email signup form is your best bet. You could even ask users to provide a telephone number during signup and allow them to log in to their account with an automatically generated code sent directly to their phones.
Remember: it’s generally always a good idea to offer more than one option when it comes to new people registering on your website. Also remember to keep the following in mind when building registration/login forms:
One of the biggest problems customers face with online shopping is that they often have questions that need to be answered in real-time. A quick solution to this is adding live chat functionality to your site, allowing potential customers to get those questions answered instantly (without having to call a call centre) and proceed with buying your product/service.
It’s also very cheap to maintain, as it drastically reduces costs like phone expenses and employee salaries.
Below is a handful of tips to implement when live chatting with customers:
When a customer clicks on the add-to-cart button, this is the first step they take to showing an interest in your product or service. There are various ways you can make sure your button stands out and increases the chances of being clicked – and effectively improving online sales.
Here’s what you need to keep in mind:
Having flexible payment in place at checkout ensures that customers are able to proceed to buying your product or service – and this, in turn, increases online sales. For example, in addition to letting customers pay in one large sum upfront, you could offer a solution that allows them to pay over a longer term period.
Below are the two main types of flexible payment plans:
Remember: you first need a great product/service to offer before any of these tips can work. You should also note that what might work for one company might not necessarily work for you.
It’s all about testing and learning, and you can do this through split testing (A/B testing), for example. This will essentially help you determine which method works best for increasing your conversion rate.
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Robert Pilyugin MARKETING MANAGER
Robert has extensive knowledge in a multitude of online marketing practices and is focused on achieving the marketing goals of our clients. He has a strong desire to constantly develop innovative strategies and cutting-edge tools, helping keep DQ Media at the top of its game.