Conversion rate optimization experts can vary wildly on what they think will be the best improvements for a specific site. That really makes sense since every website is different, and conversion criteria can be just as wildly varied as the expert giving the advice. However, there are definitely some really simple things to look for on your website that will generally help, regardless of your business model or niche.
We are going to let you in on some of the things we have seen make the biggest impact on conversion rates, that we find missing from the vast majority of sites out there. If you are a long time marketer these may seem basic, but we have encountered thousands of business websites over the last 15 years that completely miss the boat on these and have suffered because of it.
Call To Action
Probably the most basic tactic you can employ in conversion rate optimization. A call to action is just what it sounds like – asking a site visitor to take a specific action (aka convert). It doesn’t really matter what you are trying to get your site visitor to do, if you don’t explicitly ask them to take the action, your chances of them doing so are slim.
Calls to action can take various forms – a direct call to contact you on your homepage, an invitation to sign up for your newsletter at the bottom of your blog posts, or maybe an offer to provide some amazing content marketing piece in exchange for an email address or some other contact information.
The key is to just be direct. Don’t sugar coat it – sure, use that amazing marketing copy you came up with, but when asking for the action just be as clear as you can on what you want the site visitor to do next.
So many websites miss this opportunity. A sticky header is a part of a website that has its navigation / logo / phone number “pinned” to the top of the browser window at all times. Just making this small change can have a huge impact on visitor’s time on page, number of pages viewed and ultimately their willingness to convert.
There are many benefits to utilizing a sticky header on your website. You get your branding (logo) in front of the site visitor at all times. This can really help with the visitor associating that amazing blog post you wrote with your business.
You also can ensure your phone number is in front of the user all the time – what do you imagine that would do to your call volume? If a visitor is a couple pages deep in a website, and they like what they are seeing, when they make that purchase decision it makes sense to have your contact information as readily available as possible.
Finally, having your site’s navigation always available has, for our clients, made a huge impact on some key metrics like time on page, pages viewed per session and bounce rate. These metrics help your website rank better in search engines, which isn’t directly conversion rate optimization, but very helpful none the less.
User Focused Copy
This is another easy to miss opportunity. Too often our conversion rate optimization experts run into websites that have been over optimized for search engines. While search engine optimization is a must in today’s highly competitive digital marketing landscape, we cannot make the mistake of going overboard with it.
It is very important that the copy on your website keeps the user as the focal point. Make sure you put the most interesting or convincing copy right at the start of your content. Attention spans are pretty low these days and you do not want to lose a potential lead because you spent the first paragraph of a page talking about the areas you serve or stuffing a bunch of uninteresting keyword variations in there.
Focus on the benefits to the visitor of your products or services. Consider rewriting copy to speak to the visitor and their problem rather than a bunch of facts about your business, unless they are highly relevant.
Create Landing Pages
A landing page is a specific page on your site that is made to do one specific thing – convert the visitor into a lead. These pages tend to have no navigation linking to other parts of your site, because you want the user to either convert or leave the page. So, generally the only option on a landing page is to convert.
Your landing pages should provide great information, build trust and then ask for the sale. Landing pages have been put to use by conversion rate optimization experts for a long time in the Pay-Per-Click advertising world, but they can work really well without running PPC campaigns as well.
The biggest point to take away with landing pages is that they need to be tailor made for a very specific conversion action. Make that the only option available on the page and then drive traffic to them to watch your conversion rates sky rocket.
Make The Most of Your Current Traffic
Conversion rate optimization is about taking the traffic you already have, and squeezing the most out of it that you can. If you read the above tips and realize that you could be getting so much more out of your website, please reach out to our conversion rate optimization experts and we can go over your website with you and find all that low hanging fruit that can turn small changes into big wins for your business.