Is your website getting the conversions you want?
The answer to increasing those conversions might be simpler than you think.
The main goal of your website is to make people who visit perform a specific action. This will differ depending on your industry and may include:
- download a white paper
- making a purchase
- or scheduling an appointment
It is these actions that generate leads, turn people who visit your website into customers, and keep those that already exist coming back.
While many business owners think conversion rate optimisation is a skill only a select few experts know, the truth is that you can optimise your website and start generating more conversions with a range of minor tweaks.
If you’re running a small business in Australia and ready to start getting more calls, bookings and sales – here are 7 tips on how to improve website conversion rates.
1 – Declutter your website
A clean and simple design will make it easy for people to navigate your site.
At the same time, having a flawless user experience will often lead to higher conversions. When the number of elements – like titles, texts, images – on a webpage increases, the more likely it is for the conversion rate to drop.
So make your marketing message clear with design choices that are intuitive and user-friendly.
2 – Speed up your site
Is your website taking an age to load?
If so, you might be losing a lot of potential customers.
Why? Most of the people browsing the internet generally do not have the patience to wait a few extra seconds.
According to one study, a one-second delay in loading time could result in a 7% reduction in conversions.
Ways to improve your site’s load times include:
- streamlining page content
- compressing large images
- using a dependable and professional website hosting service
3 – Optimise your website for mobile
With more people using their smartphones to browse the internet and purchase products, it’s essential to ensure that your site provides a great user experience for mobile users.
This is critical if you want to improve your conversion rates. Ensure your website is responsive and that it has a mobile-friendly layout with easily clickable buttons and callouts and simplified forms.
With mobile playing a major role in search engine optimisation rankings, it’s worth making sure your site ticks all the necessary boxes.
Unsure of where you stand? Use Google’s free Mobile Friendly Test to find out.
4 – Use high-quality images
Humans are visual beings. Which means we tend to respond better to pictures and videos than written words.
Websites that have high-quality photos on them tend to draw a lot of interest and create better emotional responses. A professional-looking and positive image that makes people visiting your site feel good is one way to get them to do something.
If you own an eCommerce store, one way to boost conversion rates is to make use of product images that show the key details and different angles of the products you are selling.
This is a strategy used by the eCommerce team behind Tierra Alma. They explain “using static images of our clothes were not generating the conversions we hoped for. By adding models wearing the products in dynamic positions we were able to plant a seed in the mind of our site visitors and saw conversion rates increase.”
5 – Focus on benefits over features
If you are selling a service or product on your site, do more than just list features – provide a bit more information.
This way, potential customers can learn the benefits they’ll receive when they buy your product or service. Spotlighting product benefits establishes value and makes your visitors see how purchasing your service or product will benefit them.
6 – Add video
People are now watching video content more than ever, and not just for the fun of it. Having informative videos on your landing pages can boost conversions by up 80%. Did you know that 81% of the people who’ve bought a product online decided after watching a video?
That’s how valuable video is.
7 – Make sure your calls-to-action are clear
People visiting your site are more likely to convert if you clearly show them the actions you’d like them to take.
According to web designers Search It Local, call-to-actions are vital. They explain “you might feel as though you’re being too pushy or aggressive but without prompts you may lose a visitor who was on the fence regarding the next step. CTAs are a proven aspect of increasing conversions. You can play around with CTAs above the fold or below, to see how your unique audience prefers to move through the sales funnel.”
Be it making a purchase, scheduling a demo, or signing up for your email newsletter, telling your visitors what to do in the simplest way can make a huge difference.
Which of these 7 website tweaks is your favourite?
Or, if you have a website tweak that works for you, then let us know in the comments!