When it comes to business, getting customers onto your website is key but, as most owners know, this is really only half the battle. Being a web design agency in Essex, we often see a lot of clients come to us looking to turn their site into a conversion beast. Turning those website visitors into customers is what it’s all about and, in this guide, we’ll take you through the five most effective ways of increasing conversions on your website:
Nail the sales funnel
When looking to increase conversions, your first task is to create a sales funnel by taking a long, hard look at customer activity on your website - how long are they spending on the site? What are they doing on your site? Is there a particular point at which they leave? By identifying these factors, you can then successfully target your sales and marketing to each stage of the process.
Sales and marketing is often a game of trial and error and, because of this, A/B testing of your pages is absolutely essential. This simple but vital process allows you to see what’s working and what isn’t, as well as giving you a clearer picture of the headlines and content that your customers find most appealing.
See no objection
Making a purchase can be a fairly complex and emotive process and, for many people, this will involve examining the reasons not to buy, such as price, trust or the level of competition for a certain product or service. In order to increase conversions, you need to understand what kind of objections your website visitors may have - and then address these on your website and in your marketing materials. For example, an objection may be, ‘I’ve seen something similar elsewhere for a cheaper price’ - you would address this by highlighting the value proposition of your product compared to that of the competition.
Call to action
I’m sure you don’t need me to tell you that a killer call to action is essential for any website but, it really is impossible to over-exaggerate the importance of this. A great CTA should be bold, bright and always in sight, wherever the visitor may be on your site or page. Wording is also key here - most visitors will have a silent question in their mind - How do I find out more? What should I do next? The wording of your call to action button should, therefore, answer one of these questions.
Fine tuning the checkout
A lot of cart abandonment happens simply because the process is too complicated or fiddly. Remember when Amazon introduced one click shopping and sales went into the stratosphere? Internet users have a short attention span and, if you don’t make it super-easy for them to navigate your site and sail through your checkout process they will, in most cases, simply go elsewhere.
Getting people to visit your website is relatively easy if your marketing is up to snuff, however, there’s a big difference between somebody having a look at your site and making the decision to spend their hard-earned cash there. In order to increase conversions, you need to keep the customer front and centre at all times - once you get into their head to find out what makes them tick, you’ll find that conversions will automatically follow.
For more information about increasing conversions, please get in touch with us here.