When you initially develop your website, it is typical to pay attention to design and being sure the user experience on your website is positive. However, you also have to consider your conversion funnel. Concentrating on conversion rate optimization (CRO) helps you get to your sales goals as a company. Each element works together until a growing number of site visitors are become customers. If you wish to meet your sales targets, make sure each component of your small business web site operates together to turn website visitors into buying customers.
A mere 22% of businesses state they are satisfied with their current conversion rates. It’s more difficult to know how to fix it, though. One pro says to add videos, while another says to concentrate on the sales funnel. It’s all pretty confusing at first glance. The good news is, there are some aspects you might do today to start to turn your conversion rate around and create more conversions. Most of these methods are pretty simple, too.
The very first thing you have to do is unclutter your landing page. If your objective is to turn site visitors to, say, newsletter subscribers, then the singular emphasis of your web page should be on the publication, and every aspect of that page should work to funnel that person through until he or she signs up for your newsletter. Reduce anything that could sidetrack your lead.
Unclutter Your Landing Page
Have a glance at Geico’s landing page. Their goal is to supply you with a price quote, so they have a single thing on their webpage to drive you through that funnel and turn you from a person who visits their page to someone who gets a quote from them. This type of singular focus is smart CRO. The leads will be very targeted, because you either want a quote from Geico or you do not. There are no other choices on the page.
Out of the companies that use landing pages, only about half make the effort to undertake testing and estimate ways to make changes targeted at higher conversions. Yet, this is one of some of the most effective things you might do for your business model. With split testing, you’ll quickly see which factors get the job done and which don’t.
Start by changing just one aspect at a time. Run A/B tests and discover how the modification converts with site visitors. This might be something as simple as changing the color or location of the call to action (CTA) button. For the best results, test every single part on your page, including the phrasing you use and images you add or subtract.
A simple one-second delay in site loading speed can have a significant impact on your bottom line. One second translates to about 11% less pageviews and a 7% loss in conversions. Thankfully, there are some uncomplicated activities you can do to boost your site’s loading speed. Optimize images, keep clutter to a minimum — see point one above– and use superior website hosting that is blazing fast.
Despite the fact that Amazon breaks a few of the other rules for CRO, they definitely have an advantage when it comes to speed. Amazon is the second-fastest site on the web. When you open up their home page, everything is loaded almost immediately, including images. Even huge images show up in less than a second.
Adding in the option for clients to get a text notification helps you engage site visitors and compensate dedicated followers. As an example, a push notification when a new product arrives or anything goes on sale keeps your company at the leading edge of the consumer’s mind. There are many ways to produce new point-of-contact opportunities with your clients and drive sales via SMS text messages.
In today’s smartphone-filled world, it seems to be that people engage with their phones more than the world around them. You may as well tap into that fad by sending notifications to those who already like your product.
Images can help drive user engagement and conversions, but only if they are used appropriately. In one research study, researchers noticed that people don’t especially like stock photos using models. They favor real people and product photos that bolster the whole message.
What does this mean for you? Your images should be extremely appropriate to the topic at hand. Whenever feasible, stay away from stock photos. If you must use a stock photo, don’t use an image of a flawless model.
Bellroy keeps the focus on their product by emphasizing how slim the wallet is. You can also use a slider tool at the top of the landing page that displays to you what the wallet looks like with cash and credit cards inside. This up-close look at a certain product is quite reliable for showing just what the product can do.
Is your text benefit oriented? When consumers come to your web page, are they promptly welcomed with how your services or product can benefit them? Whether or not you just wish to get an email by providing a free ebook, present how that free book benefits the reader. Providing your value proposition pulls the reader in and makes them more likely to take you up on your offer.
There is a 73% higher probability that buyers will buy your goods if a video discussing the product is available. A video clearly shows the benefits of the item, which compels conversions. Show the benefits to the reader, and you have a far better chance of convincing him to try your product.
Boost Your CRO Takes Time to Pay Off
Strengthening your conversion rate takes some time and reflection. At the end of the day, conversion has to do with creating a great customer experience for your users. This is performed through the use of visuals, making minor things and demonstrating to the customer what the benefit is to him.
A website that is optimized for conversions isn’t a quick fix. It can take time, tons of A/B testing and many failures before you get the right combo for your target audience.