Most would agree that the main goal of most business websites is to generate leads and sales. It’s the whole point of driving traffic to your site and spending all that time and energy trying to engage your visitors. When a visitor leaves your site without providing any information, you’ve lost the opportunity to nurture that relationship and convert that person into a customer.
We’re helping you to improve this goal by providing these five easy ways to increase website conversions.
If you have a low conversion rate, it may be time to analyze your Calls to Action (CTA) across your site pages. As a tip, it’s best to include a variation of CTA’s based on your customer lifecycle. Here are some other elements to keep in mind when creating effective CTA’s:
- Perform A/B tests on elements such as color, language and placement. Great tools for this Optimizely and Unbounce.
- Be clear and concise.
- Provide value. DO NOT just use “Contact us” as a default.
- Make your CTA stand out from other elements on the page.
Once you have the main CTA details down using the tips above, you can begin thinking about the positioning. One of the more common placements is at the end of your text, whether a blog post or main page of your website.
While this placement is effective, don’t ignore the rest of the page. For example, placing a CTA both above and below the fold may help you increase website conversions. Additionally, sometimes placement on the right sidebar helps increase conversions, but ultimately you’d want to test this out on your own site to see if it works for you.
A final tip on CTA positioning – adjust your CTA positioning to compliment your business funnel. This means placing your top-of-funnel type offers on top-level pages, and middle-of-the-funnel offers on pages where the visitor gets to dig deeper.
Online advertising that uses landing pages typically sees a conversion rate improvement of at least 25%, testing can double this number. – Omniture
Landing pages are critical in generating website conversions. They offer a way for you to direct your visitor towards a specific action without the typical distractions included in the full website. Your landing page should include the following elements:
- A headline and subheadline
- Description of the offer
- Captivating image (avoid stock photography)
- A form to gather visitor information
- A fast load time (A one second delay in your site speed can result in a 7% reduction in conversions – KISSmetrics)
Remove the website navigation from the landing page to remove the temptation to navigate elsewhere on the site. As with the CTA, you should constantly test your landing page to see what language, formatting, navigation schemas and other elements work best.
Forms are the key to converting visitors to leads, so it’s important to take the time to create the most effective forms you possibly can. The more fields you ask the visitor to fill out, the better you will be able to qualify the lead. However, if you create too many fields, you risk losing conversions, because people are hesitant to provide too much information. A few things to keep in mind with your forms:
- The more valuable your offer, the more information you can typically ask of the visitor.
- Be cautious of asking for sensitive information people may not want to share.
- Set expectations and deliver on your promises aka give them the offer right away.
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