If you own a website, you’ve probably heard of Search Engine Optimisation (SEO) and potentially already invested in it. If that’s the case, you’re likely starting to see more organic visitors to your website (and thrilled to see it!). Although an increase in traffic to your website is positive, it’s important to make sure the type of traffic you drive to your site is the kind that takes action once they get there. It’s too easy to get caught up in optimising your website for search and completely forget about the next critical step: converting that organic traffic into leads or sales! Your website traffic won’t help you grow your business if visitors aren’t becoming customers or leads. This makes conversion optimisation a crucial step in improving the success of your website.
When it comes to optimising your website, there is certainly no shortage of how-tos and tutorials available, with an abundance of services, software, and tools to go along with them. Trying to sort through so much information, gain understanding, and apply the right strategy for lead management and lead conversion can be extremely overwhelming. At Marketing Your Brand we can either do it for you or consult you, personalise your approach and act as your DIY helping hand, giving you the easy to digest instructions to get it right the first time.
So, What Is Conversion Optimisation Anyway?
One of the core purposes of a website is to generate more leads and sales, with different companies having different goals in mind. By making it easy for website visitors to become customers or prospects, conversion optimisation helps businesses achieve these goals. Conversions can range from making an online purchase to downloading a guide, completing a form or making a phone call, differing from company to company depending on the nature of their business and their unique goals.
Why Is Conversion Optimisation Essential?
Optimising conversion rates is important since it allows you to gain more value from your existing customers and users, lowering your customer acquisition costs (the amounts that a company spends to acquire new customers). If you optimise your conversion rate, you will increase revenue per visitor, gain more customers, and grow your business. The goal is to move visitors through the conversion funnel.
The Conversion Funnel
A conversion funnel is a metaphor that represents the different stages in the buyer’s journey. As a potential customer moves through the conversion path, the number of potential customers gradually drops as it is guided towards a purchase. Typically, a conversion funnel is divided into three sections: “the upper funnel”, “the middle funnel”, and “the lower funnel,” based on the level of education a potential customer has of a product and the closer they are to purchasing it. A conversion funnel is typically divided into:
The goal of conversion optimisation is to move customers from Awareness to Action. Sounds simple, but it is not easy. It can get messy and complex, so knowing how to handle it is the most important part of setting up your conversion optimisation strategy.
It is vital that qualified traffic comes to your website to generate conversions. This can be done in a few ways: digital advertising, SEO, social media, content marketing, and link building, to name a few. You will always attract higher-quality traffic by being more specific and intentional. There are many ways to optimise a website for lead conversion, here are just a few ideas for you to consider:
1. Use Strong CTAs
Include strong, well-written CTAs throughout your entire website to make it easy and clear for visitors to take action. It’s unnecessary to make a hard sell to capture the visitor’s attention. Soft sell CTAs (such as getting an email address or subscribing to a newsletter) are a low commitment way to entice visitors into sharing their information, so you can follow up with them in the future and nurture your relationship with them.
2. Live Chat Messaging Software
A LiveChat report found that visitors who are invited to chat are 6.3 times more likely to convert into customers than visitors who do not, with 61% of those customers converting within the first chat. Besides providing great customer service, a live chat tool on your website will help you capture leads and convert them into customers.
3. FAQ Page
The more information visitors have about you, the more likely they are to make a purchase or complete a form. The fewer unknowns there are, the more likely it is that they will convert. The key to building trust and expertise is to provide them with the information they need and to answer their questions directly. When customers are unaware of what your product actually is, how to use it, or what its benefits are, they likely won’t feel comfortable purchasing it. An FAQ section can help address any concerns a customer may have.
4. Contact Details
Contact details should be clear and easy to find on your website from all pages. You don’t want someone coming to your site intending to contact your company or make a purchase and not being able to do so. If they get frustrated with your site, or can’t see a clear path to contact, they may loose trust and leave for a competitor.
5. Design and Flow Based on Basic UI and UX Principles
Easily one of the most influential conversion factors, you want your audience to spend enough time on your site so that they are convinced to take the next step, whatever that may be. This starts with understanding how users are engaging with your website.
UI stands for User Interface. In UI design, designers aim to build interfaces that focus on the looks or style for software of computerised devices. The main goal of UI design is to create an interface that users enjoy using and that is easily utilised.
Whether its for desktop browsers, mobile or email campaigns, the golden rules of UI are:
- Users should be in control of the interface.
- The interface should be comfortable when interacting with it.
- The interface should not be hard work, it should be simple and intuitive.
- User interfaces should be as consistent as possible.
UX refers to User Experience. Where UI focuses on aesthetics, UX is all about the way users interact with the interface, how they feel about it, and their experience as a whole. The key components of UX design are:
- Information Architecture (IA)
- Interaction Design
- Visual Design
6. Tracking and Testing
Seasoned website marketers, designers and developers know how to create pages that follow the best practice standards, however, iIt’s unlikely that the perfect website will be created the first time around. Indefinite website testing is essential to keep track of its success and drive conversions, especially when you make changes, or even add new products or services. Luckily, there are many ways to monitor and make changes with guidance and intention, here are just a couple for you to be aware of:
- A/B Testing
Split testing, or A/B testing, is a technique that determines the highest conversion rate. Put simply, A/B tests compare two versions of the same website, with 50% of site visitors viewing A and 50% seeing B. The version that converts more customers with statistical significance wins the A/B test. Some great tools for A/B testing are:
- Tracking Your Data
Tracking is essential from the very beginning of your efforts to measure results. Once the data has been gathered, you will be able to use it to determine which adjustments need to be made to your site. Pay special attention to your bounce rate on the page, time spent on the page, and exit rates during the checkout process. This information will help you identify and improve the underperforming elements on your website. Google Analytics is a great tool for tracking data.
7. Lead Management Software
Lead tracking software is the best way to collect solid leads, generate more sales, and retain your customers. It has been proven to increase productivity, save time, and build a solid sales pipeline. According to Monday.com, “Using Monday.com’s sales tracking software, Entrepreneur increased their digital sales by just under a quarter (23%). The publication also saved 11 hours each month on laborious duties like filling out spreadsheets manually.” Some excellent lead management tools include:
Of course, there is a lot more to creating a website that converts, if you’re looking to generate more website conversions, it’s time to get serious. But you can always rely on the experts from Marketing Your Brand for professional, hands-on assistance with website optimisation and lead conversions. Get in touch with us and explore our services today.