If you are promoting your product to the world via the internet conversion is king. Likes, visits and engagement is nice, but if your content isn’t converting you need to consider why. You have most likely read about or heard plenty of tips on how to improve your conversion rate.
Page conversions are what generate leads and drive sales, so if you’re not getting the conversion rate you want, you need to eliminate certain practices that negatively impacting the visitor experience.
Here’s a few suggestions on what could be harming your conversion rate.
Make you headline clear and enticing
If your content and headline don’t match – making promises and not living up to expectation you need focus on the message you want to get across, less is more, speak to your visitor as if they were in front of you answering their questions and giving them the information they need.
Make sure the headline supports with your goals and search terms.
Consider what information you really need from you visitor
Don’t over load your site with visitor forms – reaching out to your visitor is positive, however it isn’t necessary to gather too much personal detail from a lead, just enough contact to contact and supply relevant information to match their enquiry.
Nobody ever said “I love this site it has so many forms and ‘Back’ buttons to spend my time on!” … Name, email and reason for their enquiry is all you need at the outset.
By all means plan to ask for additional details down the road as you build a relationship and trust. Make information gathering personal, friendly, a “getting to know you” email a few weeks after initial contact with a survey giving you more demographic data on your email contacts.
Without Call to Action you are invisible
You would be surprised how often websites forget the importance of their Call to Action. Make sure you supply the opportunity to be contacted and that all links are working!
Colours: Your CTA should be a clear standalone element on the page, so make it obvious with attention-grabbing colours. Pick something bold that will complement the rest of your brand colour palette.
Links or Buttons: If you bury your CTA as a hyperlink within reams of text chances are it will be just overlooked. Use a button, with an instruction such as ‘Find out more here’ ‘Sign up here’ ‘Download for free’. Again use bold attention grabbing colour within your button.
Don’t hide it:If someone is visiting your site they have chosen to find out more about your product or service above all the others, so don’t hide your call CTA. Make it easy for your visitor – don’t tuck it away at the bottom and don’t be afraid to repeat the opportunity – place it within the text if you have a longer sales page, keep it above the scroll down.
Pictures tell a story
Its common knowledge that first impressions count, so please don’t skip on engaging, relevant visual images. According to the Online Publishers Association, 80 percent of visitors to your page will recall the content, up to 30 days later, if you include video or images. Of this 80 percent, nearly 50% will take some action related to their visit, including researching your company further or purchasing a product.
Source images wisely – you don’t have to spend a fortune on photography or stock images. Create infographics explaining your processes or product, show your team, products, and invite customers to share your products in use – or produce video diary or product information videos with your team. Personalisation is so much more engaging as well as fun.
Well one thing theme seems to stand out from the crowd when improving you conversation rate – making the experience for your website visitor enjoyable. Think about what you can do to make it an enjoyable, easy to use friendly experience – visit other sites and see how these mistakes happen daily and how it makes you feel when you encounter them. Chances are, if your site isn’t ranking high on Google many of the above ‘Don’ts’ have driven your visitor to your site.