By: J.C. Yee|
08 May 2020
Driving traffic to your website is probably one of the most challenging tasks you need to do for your business to thrive online. For people to arrive on your website, you must rigorously implement practices such as Search Engine Optimisation, Search Engine Marketing and Social Media Marketing among plenty of others. However, the journey doesn’t stop there.
Perhaps you’ve already checked on your website’s analytics and noticed that your site seems to be generating traffic well. Then, you start to realise that though your site’s traffic is high, your website’s conversion rate is low. If this is the case, then your website needs to do some Conversion Rate Optimisation (CRO) to boost your sales and make the most out of your website.
Indeed, any business can have a website, but not every site can generate leads, sales and customers as many as possible. As your 24/7 salesperson, your website should be converting most of its traffic at the highest rate. And in this article, we will tell you how to do just that.
7 Effective Ways to Increase Website Conversion Rate
1. Customise your website to ensure good user experience
Here’s the thing. If your site visitors don’t convert, it’s probably because your site is hard to navigate or use. Bear in mind that websites only have an average of 2.5 seconds to convince a user to continue browsing and eventually convert. Once those 2.5 seconds pass and your visitors didn’t find what they were looking for, chances are they’ll leave and browse a competitor website instead.
Delivering a good user experience (UX) is a sure-fire way to ensure that your visitors will enjoy the time spent on your website. Good UX will always start by designing your website from scratch, meaning you shouldn’t use themes or templates because what you’ll want to do is to tailor your website according to your target market’s specific needs. Whereas off-the-shelf web design solutions are restrictive and generic, custom web design will ensure that you are designing your site with your user’s particular journey in mind. It will make your target user know who you are, what you do, and how to contact you with ease.
Factors of good user experience include, but are not limited to:
When creating a custom website that delivers excellent user experience, always consider tapping a professional web design agency. The right web design company will have a team who can understand your target user before delivering a website that makes it easy for them to achieve their goal.
2. Invest in great web copywriting
People that visit your website don’t have the luxury of time to check out every page or product that you have to offer. To ensure that these people will convert and you get your ideal website conversion rate, you must invest in great website copywriting since contents bring the most substance to your website. As we always say, the design is what attracts the user, but the content is the crucial ingredient that will make them stay and eventually convert.
To keep your visitors interested in engaging content, you must ensure that your copy effectively communicates your business to guarantee a conversion. You can do this by learning more about the AIDA (Attention, Desire, Interest & Action) Copywriting formula or hire a professional website copywriter for best results since they can help you write website content that sells.
3. Use High-Quality Images
The phrase “a picture is worth a thousand words” has never been more relevant in this digital age. Granted, you have good content, but if it’s the only thing that populates your website, then you have little to no chance of making people convert. Remember that people’s attention span is similar to that of a goldfish, so using images that appeal to your users ensures that you are leading them towards a conversion.
Of course, you should never turn to Google Images if you want some good photos on your website. Ideally, you would approach a photographer, but then you would have to spend a massive chunk of money for that. If you’re worried that you don’t have enough resources to engage a pro photographer for your website, then we recommend looking into high-quality stock photos.
Stock photography brings plenty of benefits to business owners, and it is a popular choice among companies around the world. It mimics the experience of having a professional photographer on your team without the cost of hiring one. It also gives you the freedom to choose a variety of photos that fit your niche, so that you can still maintain your brand identity even without custom imagery.
Buying stock photos and using them on your website can help you in your CRO efforts. Alternatively, you can also take the hassle off your shoulders by engaging web design agencies like Verz Design. Our web development packages include access to two stock photo banks and over 20 million photos for you to choose from.
4. Use videos to engage audiences
Most videos are technically composed of 24-30 frames a second. So, if a picture is worth a thousand words, then a video is worth a million.
As people turn to be more and more visual learners nowadays, videos have undoubtedly proven itself to be a critical and popular tool in ensuring that audiences stay engaged. In fact, 85% of companies already use videos for marketing their products, services or their business as a whole. Apart from that, video usage is likely to increase yet again this 2020.
Whether your brand is B2B or B2C, you should consider putting up videos on your website to ensure that your visitors will understand your brand easier all while keeping themselves entertained. Once your audience gets a good feeling about your company and what you offer, chances are they will go further down the conversion funnel in no time.
However, having videos on your site can be tricky for some since they can cause pages to load slower, especially when the auto-play feature is enabled. If this happens, then you’ve made matters worse for your website’s conversion rate. To safeguard your CRO efforts, always remember to optimise your videos for them to be web-friendly. Or, also consult a web agency that can help you create videos which aid in improving your site’s conversion rate.
5. Write strong CTAs
Believe it or not, most websites nowadays still use generic calls-to-action (CTAs) like “Buy now!” or “Call us today!”. If you’re aiming to improve the conversion rate of your website, then your CTAs must be customised to compel your visitors into taking your desired action. A generic and boring call-to-action doesn’t cut it anymore.
When writing your website CTAs, you should always think creatively, make your message personal, and convey a clear message for them to know what will happen once they click a specific button.
Do you want them to subscribe to your newsletter? Then put up something like “Sign up for free and get the most helpful insights delivered right to your inbox” instead of the usual “Sign up today.” Do you want them to buy your product immediately? Then write along the lines of “Mine!” instead of “Buy Now.” Always remember to appeal to their emotion and avoid writing like you’ve run out of vocabulary to convince them. If your visitor perceives that your business is not putting enough attention to detail to your website, then they might also think that you are doing the same for your services.
Visit our article to know more tips and techniques on how to write strong CTAs, and you’ll be surprised to know the many alternatives you can come up with for your website!
6. Gather trust with reviews or testimonials
Word-of-mouth is probably the most effective way to encourage visitors to convert. In fact, 88% of consumers consider online reviews before making a purchase. And even Mark Zuckerberg said that a trusted referral is the holy grail of advertising. Luckily, there’s plenty of ways you can do with your website to gain your visitors’ trust. Creating a dedicated section or page for customer reviews or testimonials is one way.
Reviews or testimonials are just like having a personal referral since it’s the closest thing your website could have in terms of word of mouth. Once you’ve gathered feedback from your past clients, use it as a stamp of approval and a tool for gaining more customers and improving your website conversion rate. That way, visitors can place their trust in you since other people from the same target group were satisfied with your product or service too.
7. Design a good contact form
Contact forms are usually located at the bottom of a page because it serves as a tool in the final stage of your conversion process. Since its primary purpose is to generate leads by making visitors leave you a message, it’s crucial to design it strategically so that they can quickly convert and seal the deal.
Picture this: you’re browsing for a product online, and you have a bunch of questions that you want to be answered. So, you go straight to their contact form or contact page. But as soon as you get there, you notice that their contact form is asking unnecessary questions all while being poorly designed. Later on, the site crashes as you try to submit the form, making you re-do everything again. What happens now is you turn away and look for a website that offers a similar product instead.
Believe it or not, a lot of websites commit the mistake of not having a well-designed contact form. As a rule of thumb, always remember that site visitors have little to no patience when they are online. Designing a good contact form will spare them from the frustration of lousy contact experience and encourage them to convert.
There is an in-depth discussion on the importance of a good contact form on your website. But in summary, contact forms act as the cherry-on-top in your website’s conversion funnel. So staying true to our #1 rule, you must guarantee that you provide visitors with the best user experience from start to finish. Otherwise, all the time and effort put on the other stages of the conversion process will be lost.
Still having trouble having a good website conversion rate? With our end-to-end web design and development solutions, we can help your website and business attract prospects, convert visitors and boost sales!
Call us at 6841 1680 or email us at [email protected] for a free consultation!