Designing, building, and launching a website can be expensive. You spend a lot of money on search engine optimization to get your site noticed. You spend energy and money on marketing. Everything is working as planned. You have more visitors to your site than you dreamed possible.
But wait, there’s a problem. Your visitors are not converting. They are not purchasing your product, they are not buying your service, and they are not signing up for your newsletter.
You are not alone. Many websites do a superb job at attracting traffic. They don’t have a traffic problem at all. What they have is a conversion problem. The company’s website looks nice. They have built it themselves using a website builder or have hired the work out. It has that “wow factor” that many people want their website to have. But it is not effective.
As we mentioned, it’s important that you’ve built a website that is both visually appealing and functional, but before you do that it’s even more important that you’ve chosen a reliable and secure hosting option which can be pretty difficult. In his 2020 hosting report UK blogger Alex Williams explained that when he tested multiple hosting options it turned out that not all of them offer fast loading times.
If your site takes much time to load, it can drive potential customers away, which could lead to a conversion problem. Fast loading times are a sign of reliability and functionality. Make sure your hosting provider guarantees load time that is no longer than 3 seconds, because longer delays in load time could result in higher abandonment rates.
If you made sure that your website is fully functional and attracts a decent amount of traffic the question is, how do you convert visitors into buyers? The following are three ways to effectively increase your website’s conversion rate.
What Is a Good Conversion Rate?
Before we talk too much about how to improve your conversion rate, it’s good to define what a good conversion rate is. The quick answer is a good conversion rate is as high of a conversion rate as you can get.
The actual answer is that you want to break into the top 10 percent. When you look across industries, landing page conversion rates are at 2.3 percent. The top 25 percent of websites are converting at 5.3 percent or more. There are also the super converters. These are the upper echelon of landing pages that have a conversion rate of 11.5 percent or higher.
Ask yourself if you want your site to be average or to perform significantly better than the competition. There are some common traits that the top converting landing pages have that your website may lack. It is encouraging to know that just little tweaks make a big difference. It is possible for you to double or triple your website’s conversion rate.
If you want to stand out as different, you just can’t keep doing what you see the competition doing. It is not about changing the font or changing the color of buttons. It requires something more.
1. Offer Something New
With an effective digital marketing strategy you can attract many potential buyers, but the goal is to make them buy your services.
If you visit a legal website, what do you expect the call to action to be? Schedule a consultation. We offer free consultations. This is ho-hum, run-of-the-mill. If you use this, you are going to get run-of-the-mill results.
You need to think outside the box. Come up with something that is unique. You want to offer something that is compelling. You want something that will make them want to pull the trigger.
There is no one-size-fits-all solution because even within the same industry, different businesses are going to offer different things. Imagine if you are searching through lawyers in your area and stumble across one that says come in for consultation and will give you a dinner for two at your favorite restaurant. Now, the chances of you visiting that law firm have increased because they have given you something tangible.
Once they get you in the door, they can talk to you about how they will handle your case. Don’t be afraid to constantly change your offer. You will not find one that is successful or that is going to convert until you try out a few.
2. Change the Flow of Things
Here’s another call to action you have probably seen. You scroll through the landing page and get to the midway point where you are invited to download trial software. You click “download now” and either have to put your email in and then come back and confirm before you can download or fill out a long form with personal information before you can download.
If you were not 10 percent convinced that the software was right for you, you might navigate away before downloading. But what if the flow of things was changed? What if you got to the call to action that invited you to download the software and the software downloaded immediately?
Once the download was completed, they asked you to go through the registration process. You have already spent time downloading. Most people wouldn’t mind spending a few minutes more filling out the registration.
Or what if your landing page has three questions directed to the visitor? Based on the question they select, they get taken down a path that meets their needs.
By changing the flow, you offer your visitors something beyond what they typically get when they visit a website. This is going to pique their curiosity and will lead to increased conversions.
3. Try out Several Landing Pages
Improving your conversion rate takes energy. There is no way to get around this.
Sometimes, you hit the jackpot with the first landing page you create. Typically, you need to create several landing pages and test them out to see which one converts the best.
You may create up to four different landing pages and each one has a fresh flow, call to action, and offer. Pay attention to the conversion rates. Which landing page is getting you into that 10 percent conversion rate level?
Once you find your top performers, focus your effort there. Before you can even think about conversion rates, you need to get people to visit your site. Therefore, search engine optimization, including the proper use of keywords, is essential for success.
There are a few key points you should take away from this discussion. Minor changes to your landing page will do little to improve your conversion rate. Minor changes produce minor results. If you have a five percent conversion rate, you are doing okay. However, there is a lot of room for growth.
Get creative with what you offer. Don’t be afraid to test several offers. Not all of them are going to be a hit. When you find the ones that are successful, put energy into them. Those are the ones that are going to make you money.
There’s nothing wrong with adjusting the flow of your landing page. Try out several landing pages and see which one works the best. You don’t have to be stuck with the conversion rate you have. With just a little effort, you can reap large rewards.