Increasing the conversion rate, or the percentage of website visitors who make a purchase or order a service, can significantly boost sales or service orders without spending money on increasing the number of website visitors.
Analysis of the current conversion rate, company goals and plans, targeted users
Before taking any action to increase the conversion rate, it is necessary to establish the relevant facts related to conversion, the company for which the conversion is being performed, the targeted clients, and to analyze the website access statistics and the existing conversion rate. Therefore, consider these questions:
Company goals and plans, products and services
- What are the key goals and plans of your company and the website that represents your company?
- Which products and services should be highlighted more prominently?
- What is the best offer of products and services that you can provide to your clients?
Targeted customers for conversion optimization
- How much investment is required to acquire new customers?
- What does the profile of an ideal customer look like?
- What are the targeted user groups?
- What is the main reason your existing customers buy products or order services from you rather than your competitors?
- What are the main reasons for customer dissatisfaction?
Existing conversion rate and website access statistics
- What is the structure of traffic sources and the current amount of visits to your website?
- In what ways did your current customers find you?
- What devices are visitors to your website using?
- What is the traffic volume your website has generated and in what time period?
- What is the current conversion rate, and for which marketing channels?
- At which step in the process of selling or ordering your services did you lose the most clients?
After analyzing this data, you will see to what extent it is necessary to change the existing structure and information on your website, as well as which elements to change or add, and which to leave.
Three types of website visitors are
- First-time Visitors: These are users who are visiting the website for the first time. They may have found the website through a search engine, social media, or other sources.
- Returning Visitors: These are users who have previously visited the website and are returning to it. They may have bookmarked the website or remembered it from a previous visit.
- Engaged Visitors: These are users who have interacted with the website in some way, such as signing up for a newsletter, filling out a form, or making a purchase. They are typically more invested in the website and its content than first-time or returning visitors.
Before starting any optimization procedure for any type of conversion, you need to know that there are three types of visitors to your website.
The first are customers who are immediately ready to make a purchase or order on your website. You just need to convince them to do it with you rather than with your competition.
The second type of visitors are customers who are not immediately ready to make a purchase, are planning to do so, or are looking for the best solution on the internet and comparing offers.
The third type are “searchers”, they are looking for information about products and services but have not yet decided on them.
You need to have a ready strategy for all three types of potential customers. For the first, impulsive buyers, you need to make the purchase or order process easy. For the second and third types of customers, you need to work on building their interest and trust, so that when they are ready to make a purchase, there is a greater likelihood that they will buy from you instead of your competitors. You should find a way to obtain their contact information, so that you can remind them of your service. To encourage them to share their contact information, you could offer them something of value, such as educational materials, e-books, access to valuable information, or subscriptions to newsletters.
Elements of successful conversion: content, appearance, and design
The content on your website and the message it conveys, along with the overall design and layout, are the fundamental elements of successful conversion. While design and layout contribute to the credibility of your website, content is even more crucial for conversion – the decision to purchase a product or order your products and services.
The headline is one of the most important elements of your website. You only have a few seconds to grab the visitor’s attention and engage them to read more, and the only way to do that is with a great headline. The headline should convey to your visitors the feeling that they are in the right place and that they will solve their problem or meet their needs. The headline simply must motivate the visitor to continue reading your content.
Highlight your Unique Selling Proposition (USP) and Benefits
Your unique selling proposition or USP is what sets your business apart from the competition and gives it an advantage. This could be a product or service that no one else offers to your target customers, a more affordable or faster service, or any positive differences compared to the competition. Whatever it is, you need to highlight it on your website.
Most businesses only describe their products or services and don’t give potential customers information about what’s in it for them. Instead, focus more attention on potential customers, process the information so they see that becoming your customers will solve their problems or meet their needs.
Provide an offer that visitors to your website cannot refuse
Think about what you can offer potential customers to attract them to your business. Your offer should be so compelling that visitors to your website should not hesitate to make a purchase or place an order.
Call to action
A clear call to action is necessary to tell visitors to your website what they need to do to get your irresistible offer. The call to action should be simple, clear, and prominent on your web pages.
Provide evidence of the quality of your products and services, and your credibility
Positive experiences of your existing customers will confirm the quality of your products and services. Potential buyers want to be convinced from other sources that your products and services are of high quality and will solve their problems and meet their needs. Recommendations, reviews, and testimonials from other customers will help potential buyers recognize and see that what you offer is exactly what they need.
Online buyers are witnesses to scams on the Internet. Prove your credibility to them. Show that you are a member of professional associations, chambers of commerce, etc. Display media coverage that mentions you. Show original documents that prove your credibility. Be sure not to hide your contact information, company address, email, phone. This information is proof that you will be available if something goes wrong, if they are not satisfied with the service or product or do not know how to use it.
What to do after making conversion changes?
After making changes for better conversion, it takes some time to see the effects. Monitor the effectiveness of the changes you have made and make further adjustments based on the results.
Since every page on your website has the potential to convert, it would be beneficial to implement changes on all pages. Initially, focus on the pages with the most traffic and the homepage. The effort will surely pay off over time.