One thing digital marketers want to find out is how to improve the conversion rate on their website. There are a variety of methods and mechanisms which you can use in order to achieve an increase in conversions on your website.
Firstly, what is a conversion rate and how can you improve it?
This is a measure of the number of prospective customers which actually go on to purchase or place an order on your website.
It is usually described as a percentage, for example an average conversion rate can range between 0.5% – 10%.
The majority of companies focus on increasing the quantity of their website, when often they have fairly simple problems with their site that, if solved, would have a huge impact on their conversion rate and improve their site’s bottom line at minimal expense.
Improving a website conversion rate can be relatively simple.
Below are techniques to help you along your way to improving your conversion rate.
Improve user experience and the customer journey
A well designed website should aim to provide 100% of the people with the opportunity to buy your product or service.
By using call-to-action (CTA) buttons throughout your website you can improve the user’s experience by offering a gateway to relevant pages or products.
Think carefully about the text, colour, shape, size and placement of your CTA on your website before you
Keep your user experience simple and easy to navigate. If you do this you can push your website visitors towards a goal.
For example, you can set-up goals in Google Analytics to track conversions, such as a contact form submit, a PDF download or a user-signup.
Below is a screenshot of our website’s organic traffic in previous last week.
As you can see, we set-up goals on Google Analytics. We set-up a custom Destination goal to track contact form enquiries.
We did this by creating a thank you page (/thank-you) and set-up goals with /thank-you as the tracked landing page.
You can dive further into this data and find out exactly when these enquiries converted on the website.
Click Goal Completion Location > Click Secondary Dimension > Enter “Hour of Day”.
You will then be presented with a report which tells you exactly what hour of the day your website visitors converted. In our case visitors were active on the website between 7am – 9pm.
This data into your website’s search visibility provides you with real insight which you easily use to shape your advertising strategy around.
You can also choose to add the date into these reports too to breakdown conversion reports if you have lots of traffic and find it hard to pin enquiries to a specific time.
Now you have your goals set-up and you can see when and what time your users are converting you should find out more information regarding who your users actually are.
Therefore, you can set-up Demographic tracking. For more information see Google’s guidelines on how to make use of this tracking feature.
As you can see the audience for this client is 67% female and almost 40% of our total website visitors range between 25-34 years old. This very valuable data can then be used to shape your content around the target market.
Now you have this data you can see how many of this particular segment of your audience is using their mobile.
Segment your organic traffic. Click +Add Segment
This will then present you with a report similar to the one below:
As you can see from the above data our segmented organic traffic sessions were 14.51%. Therefore, out their entire organic traffic, only 14% of this traffic were using a mobile device.
This suggests that there are mobile improvements to be made on the website. This quality of data really strips the data down to its bare bones, giving you much more intelligence on your digital campaigns.
Creating landing pages which convert
Research by MarketingSherpa suggests that 44% of clicks for B2B companies go to a homepage, not a landing page.
Yes, the homepage is important, but your landing pages are also a path which your customers begin their journey too.
A well optimised and designed landing page will increase your lead generation and revenue. The more landing pages you create and test, the more gateways you open up for more relevant website traffic.
If you have a long form you should consider a re-design. Research on eConsultancy suggests that website visitors are turned off by having to complete long forms.
The best advice is to make your forms as short as possible. If your main goal is to capture email addresses, then it’s suggested that you don’t ask for the user’s first name, last name, phone number, and size of company.
These details are irrelevant to your goal of getting an email address.
Stay on task, make sure the goal you are tracking is the correct one and remove any fields which are unnecessary and that distract the user from that goal.
A/B test your landing pages
Split testing is often the most trustworthy method of finding out which landing page converts best.
Once you have your testing strategy set-up you can begin by undertaking a variety of tests on your landing pages.
Below are two screenshots of an A/B test we are currently running.
Which landing page version would make you buy these coffee beans?
Now we have the landing pages set-up and our marketing strategies in place.
How do we tell which page is performing the best?
Go to Google Analytics > Reporting > Enter “landing pages” and click Site Content > Landing Pages.
A report similar to the one below should load up on the screen:
As you can see, our website has had 201 new users in the last week, with a total conversion rate of 1.27%. If you want to learn more about turning browsing customers into paying customers we have written an article about it.
If you want to find out where (e.g. the source) these users are coming from simply click “Secondary dimension” and enter “Source/Medium”.
However, our contact us form converts at 14.29%.
Below is a screenshot of our website’s contact form which converts at 14.29%:
When you hover over the “REQUEST MY CALLBACK” button the colour changes to red to re-inforce urgency (add mouse pointer on red button).
Colour is very important. It is often overlooked.
“…red is used to signify energy, increased heart rate and creates a sense of urgency often seen in clearance sales“.
Conversely, blue “creates the sensations of trust and security and is often seen with banks and businesses.” – Make sure to use the correct colours and have a strategy for your business based on the chosen colour scheme. This should incorporate your brand values and be chosen for a reason, mainly because of the psychology behind the colour.
Below are some valuable tests to start with:
Firstly, test your headline text and variations of wording. You can then look at:
- Call to action button text.
- Number of fields on a form.
- The placement of the call to action button.
- The image size and connotations.
- Size or style of font.
- The colour scheme used.
- The quality and amount of content on-page.
Content creation and appealing to your target market
If you want to increase your conversion rate, then you need to start attracting your target market by tapping into their emotions and providing an engaging content experience.
Storytelling shapes how others perceive your website. Your target markets perception of you will determine whether they will read through your content, reach out to you on your blogs, refer others to your website, hire you, or buy your product and services.
To increase conversion optimisation you should make your headline easy to read and clear. Keep it simple but attractive as more than 80% of your website visitors will read your headline.
According to Econsultancy their recent Conversion Optimisation Report 2014 there were three main findings from the study:
- Conversion rate optimisation continues to be a main digital strategy, however, marketers are not satisfied.
- Many companies are making use of only a handful of optimisation mechanisms without an organised campaign.
- Personalisation can impact conversion rates, but many digital marketers are not taking advantage of this strategy.
If you want to improve your conversion rate then this can be achieved by:
- Increasing the font size and use easy to read typography. Arial 10pt worked for Numara Software.
- Create a shorter headline. If your headline is greater than 20 words, you will start to put off potential visitors. The main goal of a well written headline is to have instant impact.
- Make the headline it easy to understand. Make sure that you keep your headline straightforward. Make it clear and simple enough for a young child to understand it.
Check Out Our Infographic.
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So, how well is your website converting? Have you used any of the above tips recently?