Seeing your website traffic go up can be an adrenaline-filled experience. However, you may notice a high drop off rate and can’t figure out ways to fix this issue.
First things first: Your website needs a goal. To create and meet your website goals, take the following steps:
- Identify your business’s overall goals
- Translate business goals into website goals
- Determine metrics for each website goal
- Optimize your pages to improve metrics
In this guide, we’ll cover how to go through each step so you can meet your conversion rate optimization (CRO) goals. We’ll teach you how to optimize your pages through A/B testing as well as a number of other ways you can increase your conversion rate.
Right before we get into the guide, let me preface it with some background about who I am and what I do. I’m the founder & CEO of Convertica, a done-for-you conversion rate optimization agency.
We help affiliate, eCommerce, and lead-gen sites increase conversions by 20-100+%. We have successfully increase conversions on hundreds of sites in the past few years. You can get the Convertica team to audit your site for free. If you’d like us to handle all of these optimizations for you to take the work out of your hands, learn more at Convertica.org.
So without further ado, here are 13 ways you yourself can increase your conversion rate today.
1. Run A/B Tests
One way to increase your conversion rate is to perform A/B testing. A/B testing, also known as split testing, is the process of showing two different versions of a webpage to visitors and seeing which version results in more conversions. When you apply the more successful version to your site, you will ideally notice increased conversions.
A/B testing is the best way to reduce bounce rates and give your visitors the best experience while tracking what changes actually drive results.
Deciding What to Test
During split testing, you can test a variety of factors like:
- Amount of copy
- The effectiveness of promotions/offers
- Number of form fields
- Landing page layout
- CTA positioning
- Message positioning
- Button colors
- Headline copy
When you perform A/B testing, you should keep everything consistent except for one variable. This way, you can determine the true effect that the different variable has on website visitors.
Testing any of these factors can help you improve your website’s conversion rate. However, you will reap the most benefits from testing more obvious changes on your homepage and other main pages. These are most likely to be noticed by visitors and influence whether or not you will secure a final sale.
What to Use for Testing
Before you begin testing, you will need to obtain research on how your website is currently doing. Some research you should gather is:
- How many users are landing on your site
- Which pages generate the most traffic
- What are the different conversion goals of specific webpages
With this research gathered using tools like heat maps, you can begin the process of A/B testing.
2. Create a Compelling & Clear Value Proposition
A value proposition tells your visitors what you have to offer over your competitors. Perfecting your brand’s value proposition is one of the most beneficial things you can do to increase conversions and finalize sales. It’s a unique identifier that truly sets your brand apart.
What Makes a Good Value Proposition?
A good value proposition should:
- Differentiate your company from your competitors
- Highlight specific benefits of your product or service
- Explain how your product or services can solve customers’ specific problems
While creativity in marketing is encouraged, you should never leave your visitors guessing. Don’t leave any questions unanswered. Convey what you can bring to the table through your value proposition.
3. Set Up a Sales Funnel
A sales funnel details every stage that a user goes through to become a customer. Set up a sales funnel by identifying the following stages that your customers go through:
4. Cut the Jargon
There is power in simplicity when it comes to language. Some businesses like to use jargon in their marketing tactics. They believe it demonstrates knowledge and expertise in their field. However, you don’t want to confuse customers with terms they aren’t familiar with and cause them to turn away.
To avoid alienating your audience, make use of simple language.
5. Address Objections
Even if you create a landing page that clearly highlights your value proposition, you still need to be able to address user objections effectively. If customers do not have their objections addressed, they will be unlikely to convert.
Consider two popular ways businesses can address user objections:
- Create an FAQ section: In most cases, every landing page should have an FAQ section. In an FAQ, any user’s objections are disguised as questions. If you provide coherent and concise answers, the FAQ section will also overcome the objections simultaneously. A potential customer can scan a detailed FAQ section to find their particular objection and determine if your product or service is right for them.
- Incorporate a live chat feature: If a visitor has a question about your brand, they will want an instant response. If they are unable to get their questions addressed efficiently, they’ll find another company that can. To ensure all of your visitors have the information they need to quell their objections, incorporate a live chat feature into your website. Live chats beat out other methods like phone and email. Econsultancy reported that nearly 80% of consumers prefer live chat as their medium of customer service support.
6. Increase Trust
Increasing the amount of trust your customers have in your brand is an effective way to increase conversions. One way to increase trust is to prove that your website is secured, well-organized, and well-managed.
Dedicate resources to improving your website’s overall design and making sure your site offers a secure connection for its visitors.
7. Make It Easy to Buy From You
You want to keep your brand in front of as many customers as possible. Keep signup or opt-in forms simple to increase conversions.
MarketingExperiments found that increasing a signup form from 5 to 9 fields resulted in a 3% drop in conversion rate, which can be detrimental to your bottom line.
8. Communicate Value
Customers purchase things because they offer value. It’s vital that you effectively convey this value to them. To get your customers to buy your product, you need to either:
- Increase their perceived value so that it meets their price threshold
- Lower your product’s price, so it falls below their perceived value
To increase the chances of them clicking through and maximize your sales, you should ideally try to increase their perceived value. You can do so by:
- Conveying urgency
- Offering testimonials
- Increasing your product’s price
While this third tip may not seem effective, there’s research to back it up. In one study performed by researchers at Stanford, all of the participants enjoyed the taste of a falsely labeled wine that was more expensive than cheaper wines in the experiment.
9. Offer Proof
Even if you have loyal customers and a passionate team that believes in your product or service, you need some concrete proof to back up your claims.
New visitors will naturally be skeptical as they are shopping around, as there are inherently a lot of scams on the Internet. For new customers, try the following:
- Offer testimonials from past customers
- Provide test results from a third-party lab if your product has certain health benefits
- Create free, engaging content (like blog posts that show you are an industry leader and trendsetter)
These are foolproof ways to get new customers on your side. They help materialize your business’s and brand’s legitimacy.
10. Remove Distractions
Irrelevant images, low-quality animations, and big blocks of text can also distract your visitors from what you have to offer. Use the results of your A/B testing mentioned earlier to eliminate these undesirable components from your landing pages.
11. Compare Yourself with the Competition Before Your Visitors Do
For consumers, it’s human nature to weigh their different options against one another. With this in mind, you can beat them to it.
Evaluate what your competition is doing so you can learn what works and what doesn’t. Take what you learn and apply it to your own company.
What If Your Competition Is Already Doing It?
If your competition is selling a similar product or service, find ways to stand out. Focus on a specific niche, offer an irresistible guarantee or create a memorable company culture.
How to Do the Comparisons
Here are some things to keep in mind as you are comparing yourself to your competitors:
- Identify all of your competitors, including direct, secondary, and substitute competitors
- Gather information about them like their market reputation, pricing, and products and services
- Analyze their strengths and weaknesses
- Don’t hesitate to talk directly to your competitors
- Identify your company’s competitive advantage
12. Reduce or Remove Risk
Visitors don’t want to waste their time, money, or other resources in your company. Find ways to reduce risk or remove it altogether. Depending on what you offer and how your company conducts business, you may be able to reduce risk in these ways:
- Make returns easy
- Display payment icons
- Provide some sort of guarantee (money-back, risk-free, partial, satisfaction, etc.)
13. Add Incentives to Take Action Right Away
If visitors are on the fence about investing in your product or service, they may click away without an incentive. Throw in a free informational pamphlet, month of service, or an extra item if they take action immediately.
Your conversion rates have the potential to rise over 15% if you offer incentives. If you want to experience that kind of success, consider adding incentives to your product and cart pages.
What You Should Do Right Now
Right now, you can implement any combination of these 13 ways to improve your conversion rate. Starting with A/B testing is a great launching point because it allows you to evaluate what you are currently doing.
From there, you can determine the best course of action.
How to Change Your Marketing During & After the Crisis
Your customers’ priorities are likely shifting during the era of COVID-19. Keep up with their demands and adapt your business to fulfill their needs:
- Consider how your product could be helpful to them during this time.
- Make sure that the unique benefits that your product or service will offer are clearly conveyed in your marketing efforts.
After the crisis is over, you can slowly transition back to your old marketing tactics. There will be an adjustment period to get used to, so don’t be so quick to immediately revert to what you were doing before the coronavirus hit.