7 Ways You Can Increase Your Conversion Rates for Your Business
What do you know about conversion rates? Well, pertaining to digital marketing, a conversion rate is the ratio of total visitors to visitors who perform desired actions. There are many different forms of conversion, however. It can range anywhere from someone purchasing a product, to subscribing to your content or email list. Whatever it means for your company, chances are it has to do with getting a desired action from a prospect or customer. In the digital realm, however, this can get quite complicated. With attention spans, and high competition, converting online has never been more difficult, or profitable. When it comes to online marketing, it is important to optimize your business for conversions. Here are some of the most important ways to do so.
Above the Fold
It’s not a secret that first impressions can be deal makers or breakers, especially in the current digital era. Your online audience will not hesitate to switch to another website if you don’t impress them at first glance. This is why the ‘above the fold’ section of your site is a necessity to improve your conversion rates. The idea behind this technique is that this section gets the most attention – viewers might not be willing to look into the entire site to find out what they can’t access right away. It’s not just about cramming words into your webpage, rather it’s important to make it visually appealing with high quality images, and to make it captivating. One can do this by creating a Call-to-Action (CTA) to hook your audience and instruct them to act in a particular manner (subscribe, buy, etc.). Presenting your message efficiently and quickly appeals to the audience’s lack of patience and consequently improves your conversion rates.
High Quality Images
Firstly, having high quality content makes your site look nice. Having high quality images make your site professional, attract the eye, and make it worth spending time on.
High quality header images grab visitors’ attention, and result in a lower bounce rate. This means that visitors will stay on your site to learn more! Make sure these images are relevant to your marketing and your business goals, to promote your brand and sell your services.
There is another reason to include images and videos, however. That is for Search Engine Optimization (SEO) purposes so that Google can see them as well. This is done by adding what’s called, “alt text” to each image, including the title and relevant name for the image file.
Call To Action
A Call To Action (CTA) is what turns prospects into leads and customers. Use call to actions on your website to convert visitors for whatever you might be trying to sell. A call to action can be to generate a phone call, collect an email, or even close a sale. It’s important to have a call to action on your homepage, preferably, above-the-fold with your header image.
The key to a great CTA is to make it short, visually appealing, and offering value behind it. Always think about what your visitor can get out of subscribing or purchasing your offers and communicate the value properly.
Videos for Conversions
Videos have replaced long-form text. Video is high converting content. It gets across information with less effort and portrays more value to your audience.
Overall, 73% of consumers worldwide prefer seeing videos on social media that are “entertaining.”
This provides a major “hint” on the types of videos you should create. They don’t have to be comedies, but videos should create a message that conveys its message while keeping the viewers’ attention the entire time. The shorter video, the better chance it will be watched all the way through.
You can always use these same videos to advertise and market off of your site to attract viewers using a CTA that can lead them to a landing page!
Landing pages are relevant ways of conveying a specific message to a particular audience to relate and cater to them personally.
By creating a multiple landing pages for different products/ audiences, you are providing a simplified way for your audience to make a decision. This is especially important on PPC ads, because it limits distraction, and usually focuses solely on creating a conversion, while the rest of your site may have irrelevant information for these users.
Landing pages also provide valuable data and insights about the effectiveness of your marketing strategies so that you can make more informed strategic decisions.
Messaging Tool or a Callback Widget
Most consumers prefer to ask a few questions before subscribing to a service or making a purchase. Websites can address this need for a ‘personal touch’ by incorporating online chat assistants or callback widgets.
A messaging tool allows you to chat directly and connect with your audience.
This real-time engagement between a seller a buyer does wonders to conversion rates by offering more an emotional and interesting Call-to-Action, grabbing the potential customer’s attention, and helping with lead management.
But the real boost to conversion rates comes from a callback widget. Rather than burden your visitor with the hustle of searching for a contact tab and making a call with the hopes that the person on the other end is not out for lunch, you can subscribe to the services of companies such as Callback Tracker. Visitors are prompted and requested to issue their phone number through a callback widget. Upon entering their number, you receive their information, and get to reach out to a very hot lead who is expecting your call. The conversion is yours.
Speed and Performance
Speed and performance are two words that don’t usually come to mind when thinking about conversions. Yet, they are extremely important to consider when talking referring to visitors to your website.
Up to 79% of users claim that they wouldn’t buy again or even return to a website with poor performance.
Worse still, 44% of these viewers are likely to tell their friends about their experience. And what does this mean? Dwindling conversion rate and poor sales!
A few seconds can significantly affect your ability to make sales and engage visitors. Moreover, you boost customer confidence and give them a chance to hear you out. Companies such as Mozilla are perfect examples of the impact of website speed on conversion rates. They approximated that shaving 2.2 seconds off their landing pages led to a 15.4% increase in conversion rates – equivalent to 60 million additional downloads annually.
Conversion rates are important and should be constantly optimized for success. Whether or not your business is utilizing these techniques will be the defining factor in its success in the online marketplace.
Increase your conversion rates, and see where it can take your business!