Conversions pay the bills. It is not unusual for online business owners to experience a (sometimes large) discrepancy between the number of people visiting their website and the number of people purchasing their service or product. The ultimate purpose of your website is to make you money, and that means you have to turn your visitors into paying customers. You can do it. Follow these 6 simple steps and increase conversion rates on your site.
- Choose the Right Market
- Eliminate Site Flaws
- Vary Your Content
- Improve Your Link Positioning
- Perfect Your Follow-Up
- Conduct A/B Testing
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If you have a product in mind, one way to check its viability is with keyword research.
If you’re struggling to get conversions, it might be worth reassessing your market. To be successful as an online seller, you need to be operating in a market where there is high demand. Your product or service should address people’s needs and desires.
If you have a product in mind, one way to check its viability is with keyword research. See how often people are pairing your product or service with the words “buy,” “review,” or “best price for.” These keywords show people have an intention to purchase the product, which means it’s more likely to increase conversion rates.
Long load times are hurting your chances to increase conversion rates.
If you want a customer to buy something, you need to make it as easy as pushing a button. This means your website needs to operate perfectly on any platform.
Slow-loading pages are sure to send your potential customers running. Research from the Moz Blog shows that when page load time was reduced from 15 seconds to 7, sellers saw a 3 percent increase in conversions. A reduction from 7 to 5 seconds saw a 2 percent increase, and reducing from 4 seconds to 2 saw a 1 percent increase. This correlation is hard proof that long load times are hurting your chances to increase conversion rates.
Other flaws can often be found in a website’s layout, which needs to be clean, organized, and mobile-optimized. Also make sure your headlines are engaging and eye-catching for high clickability. To improve your headlines, try using the CoSchedule Headline Analyzer and aim for a grade above 70.
Be sure your content is always accompanied by a multimedia element.
It’s not enough to just have a snazzy site with perfectly positioned links. You need content that people enjoy and trust. But no one likes repetitive, text-heavy blog posts. Try something new and keep your audience engaged.
Audiences often respond positively to reviews. Browse products that are related to what you offer and read reviews and questions online about them. When you have an idea of what topics are important to address and what people value, it’s time to write your own review. Try to say something new and fresh, or address a specific question you read. This content often does well in video form — you can use a webcam to capture a quick video of you modeling the product and narrating your review.
We are in the age of the “listicle” and you can’t avoid it. Lists are easily digestible and quick to read, which make them a big hit with any audience. This type of content is very popular and also easy and quick to create. Start a “Top 10” series and give your audience advice, tips, or products you love in list form.
Whatever you decide to create, be sure your content is always accompanied by a multimedia element: photos, infographics, videos, and GIFs are must-haves for engaging content.
It’s important to ensure that your links aren’t too flamboyant.
“Banner blindness” could be keeping customers from seeing your purchase button. Our eyes are trained to avoid something that looks too flashy on the Internet, so it’s important to ensure that your links aren’t too flamboyant. A purchase button should fit in with your website’s overall design.
Placement of your purchase link can also affect your conversion rate. The best location for links is above the fold, where a visitor will see the link without having to scroll down the page. Only include links in your body text if they are directly related to your content and present a purchasing solution for the customer. It’s also vital to include another purchasing link at the bottom of your content for the more cautious readers who want to read your pitch before they buy. Once you’ve provided them with all the reasons they need your product, don’t make them go looking for it!
The same rules apply to your emails as to the content on your website: variety and quality are key.
If you don’t convince someone to open their wallet the first time they visit your site, you should at least get their email address. An email address gives you the opportunity for an extended sales pitch.
The same rules apply to your emails as to the content on your website: variety and quality are key. Whatever you put in someone’s inbox should be worth their time. A newsletter or email marketing pitch is another opportunity for you to earn this potential customer’s trust and encourage them to buy, so don’t be spammy.
The perfect follow-up email will address the customer directly, highlight the product or service’s benefits, and contain a first-person call to action that tells the customer exactly what you want them to do.
A/B testing is at the heart of your success as an online business owner.
It all comes down to data. Effectively employing these tactics will increase conversion rates for your site, but it’s important to know what is working best and to keep testing new things. Try two different types of content and analyze your results after each post. Which sees the greatest increase in conversions? A/B testing is at the heart of your success as an online business owner. Even the smallest changes can make a difference, but the only way to know what’s working is by testing it.
Risk and Reward
You have to be willing to take risks to achieve any progress. An idea might seem a little off the wall when it first occurs to you, but different is almost always better. Play with everything: design, color, text, font, layout, pricing. These steps aren’t things you can mark off a to-do list. You have to continuously optimize your website, change your content, improve your follow-up and link positioning, and test different strategies to increase conversion rates and achieve the highest rate possible.
Three-time entrepreneur Simon Slade is CEO and co-founder of SaleHoo, an online wholesale directory of over 8,000 prescreened suppliers; Affilorama, an affiliate marketing training portal with 300,000 members and over 100 free video lessons; and their parent company Doubledot Media Limited, which provides seven different training and software applications to over 500,000 customers worldwide. Learn more about guest blogging on MediaLeaders.