So, you’re having no trouble with getting people to your website, but the traffic just doesn’t seem to be converting into leads or customers? Don’t panic, there are few simple improvements you can make to drive sales, increase conversions on your website and return on investment (ROI).
1. Improve your call-to-actions
Make sure call-to-actions (CTA’s) are included throughout your website and landing pages. That means everywhere from your homepage to your blog posts. It’s important to be able to access your call-to-action no matter where you are on your website if you want to increase conversions.
Your CTA could be to download an ebook or whitepaper, share a post on social media, or sign-up to an email newsletter. Whatever it is, it should always be clear and obvious to the customer what they should do.
2. Want to increase conversions? Make it easier to get in touch
One of the reasons an online visitor may not convert is because they have a concern or question that isn’t answered on your website.
To avoid losing a lead, think about how easy it is for a potential customer to find your contact details. If it isn’t clear how to get in touch with you, a simple solution to this is to add a link to your contact page in the main menu bar.
Another easy and cost-effective way to snag a conversion is to add a live chat feature. Although we’re living in an increasingly digital world, people still like the comfort they get when speaking with another person. Live chat means you can answer queries and concerns in real-time, nudging potential customers towards the end goal.
3. Reduce the time it takes for your website to load
Many studies have proven the quicker a page loads, the more likely a visitor is to convert to being a customer. Improving loading speeds will also improve your SEO. It’s a key feature Google measures for its search engine results pages and will improve your discoverability.
Badly optimised code and large media assets are a couple of elements that have a big impact on page speeds and website performance. It’s important to review these elements to ensure your website is set up in line with best practice. If you aren’t sure where to start, our experts are more than happy to help.
4. Make sure your website works on different devices
Is your website responsive and compatible not just with desktop, but with mobile and tablet devices as well?
If not, this could be holding you back. Consumer consumption habits are changing so it’s important to optimise your website for the majority of devices and screen sizes.
The mobile experience is different from desktop and your website should reflect this.
On mobile, less is more so you may need to reduce the font size, change your CTAs and simplify the navigation. Make it easier for the visitor to find what they’re looking for.
You should check your Google Analytics account to find out devices your website visitors are viewing your site on. This will help you optimise your website specifically for your audience. We offer a free website audit with some helpful tips to get you started.
5. Make sure your website works in different browsers
What about if you know your website is optimised for different devices and it looks and feels great? One thing to be aware of is how it looks in different browsers. It could look amazing and work flawlessly using it in Google Chrome, what about in Safari, FireFox and other browsers?
Refer to your Google Analytics account to see which browsers your visitors are using. This can help you to make informed decisions around any specific browser requirements. For example, imagine Safari is the most popular browser visitors are using to view your website. Prioritise getting your website to function perfectly in this browser to increase conversions.
6. Communicate your unique selling proposition clearly
Make it clear why your customers should choose you over your competitors. On any landing page, your unique selling proposition (USP) should be clearly communicated. Sometimes, unknowingly, businesses bury their USP in buzzwords or slogans, losing its meaning. Your copy should tell your website visitor how your product or service can solve their problem.
To improve your copy and highlight your USP, tailor it specifically for your target audience. Address specific ambitions and obstacles alongside the benefits of your product or service. This will help potential customers imagine using your services rather than skimming over the features.
7. Use trigger campaigns to close that deal
It’s time to start capturing conversions and potential customers that you might currently be missing out on. Using a platform like MailChimp, you can send visitors a reminder about the products left in their cart or send a follow-up with an offer.
You can also use forms on your website for downloading ebooks, video tutorials, podcasts or other media from your website, allowing you to capture leads and set up trigger campaigns.
If you want to get a bit more creative, you could launch an SMS text message trigger campaign or even use push notifications if you have an app.
8. Shorten your forms
Make it as simple as possible for website visitors to complete a form by eliminating unnecessary steps. For example, if you have a form with too many fields, visitors might be reluctant to complete it and click submit. The trick is to ask for what you need and build a concise form. The less time it takes to complete a form, the more likely a user will be to submit it and become a customer.
9. Build credibility
Update your content regularly to build credibility for your brand and take care to avoid spelling and grammar errors. If you haven’t posted a new blog or news story in over a year or you have broken links, it will make it difficult for a potential customer to trust you.
You need to let people know who you are and what your company is about. You can easily do this by adding team bio’s or an “about us” section to your website with a physical address listing (here’s our “about page” for inspo).
As well as remembering to make it easy to get in touch with you, adorn your site with up-to-date reviews. Make sure that any awards, certifications or accreditations are clear and visible.
10. Show off what you offer with proof it works
Proof and credibility go together like tea and biscuits. You can’t have one without the other.
For many businesses, it is very easy to shout about the benefits of their product, but people expect to see proof. Luckily, you can use case studies, social media and testimonials as evidence to back up any claims and quash skepticism.
Testimonials are one of the best ways to provide evidence. They offer prospective customers the chance to hear from your current customers firsthand. If your product reviews and testimonials are on Google, Facebook or another directory, link to them or post them directly to your website! Show off customers and clients that love your service.
If it isn’t clear that customers have enjoyed your product and benefited from your service, this could be putting people off.
Get a free website review
When you don’t see the conversions you were expecting, it can be worrying, but if you try some of these tips you can boost your conversion rate. Let us know what works for you.
We also have an expert team ready to help with anything you might be struggling with (upgrading websites is something we’re good at).
If you’re not sure why your website isn’t converting or you’re struggling to increase conversions, get an expert to manually review it. Having a manual review of your website is much more valuable than inputting your website address into an automated system. With a manual review, a web development expert takes a close look at your website and then gives you detailed recommendations.