Are you a business owner or marketing director scratching your head, mystified as to why sales are drier than the desert? Are your advertising and social campaigns driving traffic to your website, but lacking sufficient telephone calls, form submissions, and check-outs? Nothing is more deflating than knowing you offer a superior product or service, but your website visitors aren’t converting.
At Lupa Digital, we are often asked the best way to improve conversion rate optimization (CRO). The truth is that increasing website sales and leads usually requires more than one change and is an ongoing process. While there is no one-size-fits-all approach, there are certainly best practices, which is why we created this comprehensive conversion rate optimization guide. We hope the information below helps skyrocket your website’s performance and boost digital sales to new heights.
MAKE SURE YOUR AUDIENCE UNDERSTANDS YOUR CORE OFFERINGS
Most websites have a higher percentage of new versus returning visitors (you can find this data in your Google Analytics). As a business owner or marketer, you should take this stat seriously because it reveals that over fifty percent of visitors are experiencing your website, and possibly brand, for the first time. Whether a potential customer enters your site through social media, a search ad, your Google Business profile, or a different traffic channel, they need to quickly understand your core offerings and value propositions.
A recent example that comes to mind is a client who owns an auto repair shop. This small, family-owned mechanic had the unfortunate problem of a high bounce rate and underwhelming telephone calls and form submissions. When we analyzed their website content, it was clear that they listed too many services on their homepage. Tire rotations, oil changes, alignments, spark plugs, battery replacements, brake repairs, wiper blades, AC repairs, and the list goes on.
A solution presented itself when we asked our client for their top-selling services. They informed us that most customers visit their shop for oil changes, tire rotations, or worn-out brake pads. However, once already in the shop, other repairs come to light, for which a custom bid is provided. With this information in mind, we made two simple changes on the home page: feature the top three services prominently above the fold and list the remaining services lower on the page. Within the following weeks, online conversions skyrocketed, and the phones rang off the hook.
The point is that you must communicate your core business offerings to your target audience in simple and compelling language with a message that resonates. Take the guesswork of what you do and why you do it. Ensuring your audience understands your core offering and value propositions will increase engagement and drive more qualified leads through higher conversion rates.
IMPLEMENT EASY CONVERSION POINTS AND CONTACT METHODS
Nothing is more frustrating than deciding to take action on a website, but the user interface is broken or confusing. Forms with too many questions, faulty check-outs, and non-clickable telephone numbers are several examples of irritating contact methods that turn ready purchasers into lost customers.
Contact methods and checkouts should be easy and frictionless to maximize your website's conversion rate. Ensure your calls-to-action are prominently displayed with large, clickable buttons that stand out, and your telephone number is clickable on both desktop and mobile. Streamline your checkout process to just a few simple steps, and make it easy for visitors to get in touch through short, straightforward contact forms.
By reducing barriers and creating a smooth user experience, you’re more likely to see a significant boost in conversions and customer inquiries. Don't let complex or hidden conversion points hold your business back - make it effortless for customers to take the next step.
USE ACTION-ORIENTED LANGUAGE FOR YOUR CALL-TO-ACTIONS (CTA’S)
Rocky Road is simply chocolate ice cream, nuts, and marshmallows. However, when you hear children approach the counter at their favorite ice cream parlor and say with bright eyes, “I’ll have Rocky Road,” it has a ring that you just can’t replicate.
The same concept applies to website call-to-actions. A button that says “click here” simply doesn’t have the same punch as “buy now and get 50% off.” Action-oriented language is essential for effective call-to-actions that boost conversion rates. Ditch the passive, vague phrases and opt for concise and commanding CTAs that urgently compel website visitors to take action.
It’s also critical that your CTAs follow a similar format and tone throughout your entire website. Prospective customers respond better to CTAs that use familiar phrasing and terminology, invoking trust, brand recognition, and a cohesive user experience.
OPTIMIZE YOUR WEBSITE'S NAVIGATION AND USER EXPERIENCE
Remember those old experiments in science class when you would place a mouse in a maze and see how long it took them to find the cheese? Sure, the mouse would eventually get his yummy treat, and if you repeated the experiment hundreds of times without moving the prize, then the mouse would quickly learn to follow the easiest path. However, if the mouse could talk, he would probably tell you, “The maze was exhausting, and please, just give me my damn cheese already!”
You may wonder what a mouse has to do with digital marketing. The point is that it’s best not to make your website like a maze. Straightforward website navigation is crucial for providing an excellent user experience and maximizing conversion rates. Visitors should be able to easily find what they're looking for without getting lost or frustrated. A well-planned information architecture ensures your website is navigable and intuitive.
Several tips to optimize navigation include:
A straightforward menu structure with clear labeling. Make sure your top-level categories accurately represent the content on your site, and arrange them in a logical order. Avoid overcrowding the menu.
Seamless internal linking that takes users on a logical journey through your content will keep them engaged and reduce bounce rates.
Prominent and compelling call-to-action buttons strategically placed throughout your site will guide users toward your desired conversion goals, whether making a purchase, signing up for a newsletter, or contacting your business.
Use heat map data from a tool like Hotjar to identify friction points, streamline navigation, and make strategic design changes to improve the user journey and then test your hypotheses with a tool like VWO.
BUILD TRUST BY TELLING YOUR STORY AND LEVERAGING ONLINE REVIEWS
Nobody likes showing up to Emerald City only to find the Wizard of Oz is just a con artist behind a big green curtain. Potential customers feel the same way when visiting your website. If your company is a name with no face hiding behind stock photos and a storyless brand, you may as well be Oz.
In today's ever-growing digital landscape, the threat of online scams and misinformation is more prevalent than ever. Your website may be filled with helpful information, industry-leading content, easy navigation, and fast site speed, but if your audience doesn’t trust you, all your hard work is an effort in futility. That’s why building trust is crucial for improving your website's conversion rate. Potential customers are more likely to convert when they trust that making a purchase or providing contact information won’t lead to stolen credit card information or fraud.
Don't be afraid to let your brand's personality shine. Sharing your unique story and values helps customers connect with you on a deeper level. Leverage social proof such as customer reviews, accreditations, and testimonials to demonstrate your credibility. Highlighting real stories and case studies from satisfied clients can go a long way in convincing visitors to take the desired action. Investing time and effort into building trust will pay off through higher conversion rates and long-term customer relationships.
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