It’s the same old marketing conundrum. You’re generating solid traffic, but the number of conversions you’re seeing pales in comparison. Yet, the business down the street isn’t getting nearly the same amount of traffic but is absolutely crushing it with sales. What gives?
For starters, traffic is only part of the equation. For quality lead generation, there is a lot more that needs to be done to your website. For example, if you have 1000 visitor this week, but convert 1% of them, that’s only 10 sales. Sure, customers need to be landing on your site before you can convert them, but what happens once they arrive determines whether they’re willing to invest in you.
A site that’s optimized for conversion might only have 500 visitors in the same week, but convert 4% of them. That’s 20 sales, which is twice as much as the site that’s focused primarily on traffic generation.
The bottom line is that you need to focus on conversion rate optimization. The sooner this happens, the better.
That’s easy to say, but how do you make it happen? Here are some strategies guaranteed to increase the number of conversions you’re seeing, whether or not you’re seeing extra traffic.
Landing Pages That Do Their Jobs
The entire purpose of a landing page is to convert customers, yet not all of them are designed to do it well. First, it’s important to understand the difference between a landing page and the other pages of your website.
A landing page is a stand-alone webpage designed with a single purpose, or call to action, in mind. The problem is that too many businesses treat their landing pages like extensions of their homepage instead of the high-powered conversion tools they are.
While landing pages are as different as the companies they represent, there are several unifying components of landing pages that convert:
- They get straight to the point. High converting landing pages grab attention right away with a killer headline and persuasive subheadings.
- Large images. We’re a visual species, so visual elements are going to capture our interests. High-quality images that are relevant and illustrate the value of the promotion win.
- Upfront value. Visitors shouldn’t be forced to search around to discover the value proposition. It’s placed front and center, along with an easy to spot CTA.
- It’s difficult to leave. A well-designed landing page limits navigation. In fact, navigation should be limited to the CTA or lead capture form.
- Trustworthiness. Why should they trust you? Testimonials, reviews and credibility badges are essential for instilling a sense of trust on landing pages.
Try the above five simple strategies on your landing pages and watch conversions soar.
This HVAC contractor’s landing page features a clean design, establishes credibility, and provides a simple but effective call to action above the fold.
Conversion Comfort Factors
You’ve spent a ton of time, and probably money, designing and developing a website. The thing is those costs don’t magically disappear once your site goes live. For example, you might be using a PPC strategy to generate traffic or investing in regular content creation to keep your site fresh.
Regardless of your strategy, each visitor comes with a cost, and watching them bounce is like throwing money out the window and watching it float away. The longer you can keep them at your site, the likelier they are to convert.
This all starts with a great user experience that makes conversion super easy.
Optimizing conversions begins with thinking about the comfort factors that encourage visitors to stay awhile. To do this, you really need to see your site from the consumer’s perspective.
Let’s start with responsive design. The truth is you have no idea what device your visitors are using to access your site. More and more purchases are being initiated from mobile devices and 83% of mobile users say a seamless experience across all devices is very important.
We can translate this to mean that if your site doesn’t have a mobile-first design, you’re going to automatically miss out on conversions.
Secondly, you need to also be thinking about what makes for a great experience across multiple devices. For example, the video is the preferred type of content across all age groups and is easy to consume on mobile devices. People tend to skim written content but will fully engage with video. Nearly 4 times as many customers would rather watch a product video than read about it.
This tells us that video is a huge comfort factor and should be optimized for generating a higher rate of conversions.
Don’t Shy Away from Analytics
You’re only going to get so far following generic advice. Sure, there are some pretty concrete strategies for improving conversions, but at the end of the day, there’s no such thing as a one size fits all approach.
It’s impossible to really understand what features generate more conversions without digging into analytics.
Analytics isn’t a pretty word. In fact, it instills a sense of dread or even fear in some people. The word alone implies something complicated and difficult to understand, but it doesn’t have to be this way. There are some great tools at your disposal, such as Google Analytics, which make the process of measuring and tracking conversions easier.
For example, with Google Analytics you can create goals and track conversions with just a few simple steps. The program does all the work of discovering conversion factors and letting you know which channels are providing the highest level of conversion rates.
Analytics help you better understand your visitors, their motives, and their behaviors. With these types of insights, all you need is to adapt your digital marketing strategy to appeal to the conversion triggers of your target audience.
It’s always possible to improve your rate of lead conversion, it’s just a matter of knowing which strategies really work. If you’re ready to start seeing real conversions, and not just dead-end traffic, we’re the digital marketing agency that can help you reach your goals. From web design and development to SEO and more, we’re here to help. Contact Direction Inc. and find out what great results really look like.
President, Direction Inc.