All digital marketing strategies will invariably focus on improving conversion rates. Indeed, Search Engine Optimisation (SEO) may aim to increase search engine visibility. Social media outreach may intend to build a brand’s image and foster trust. But ultimately, all such strategies will hinge on pushing customers down the sales funnel to convert and drive sales. Still, websites may typically suffer from low conversion rates, which other strategies alone can’t rectify. With that in mind, we’ll devote this article to exploring some simple ways to increase conversion rates on your website.
Initially, adopting the potential convertee’s perspective, we may explore common conversion inhibitors. While marketers may disagree on exact underlying factors, we may identify core inhibitors as the following:
- A lack of trust
- A poor user experience (UX)
- Needlessly long buying processes
- A lack of perceived need or urgency
Naturally, final conversions don’t hinge on these factors alone; search engine visibility and lead acquisition rates play a crucial role. Moreover, retention rates significantly augment final sales post-conversion, enhancing the average customer lifetime value (LTV).
Addressing inhibitors to increase conversion rates on your website
However, as this subject offers notable complexity, we may begin by simply addressing conversion enhancements themselves. Namely, we’ll address some simple ways to increase conversion rates through content optimisation and website optimisation.
#1 Keep your website well-maintained
First and foremost, we should address convertee trust and ensuring your website’s technical health – a cornerstone of SEO. A proper maintenance schedule and process can help safeguard your website against attacks and malicious actors. Moreover, website maintenance can future-proof your website, ensuring optimal performance through frequent software updates. Thus, hiring professionals to regularly update your website should be an excellent starting point.
#2 Refine your keyword research
Next, still on the subject of SEO, you may wish to review your content strategy. Keyword research does not simply enhance visibility but also conversion rates. You may thus consider the following as you review your keyword choices:
- How does your content rank for your keywords of choice?
- Do your keywords resonate with your audience, inciting engagement and driving conversions?
- Are there other keywords you could rank for or bid for?
While these questions will typically concern SEO, they also directly affect conversion rates themselves. An engaged audience is more likely to convert, and engagement begins with offering valuable, relevant content.
#3 Keep your design and layout simple
Your content’s subject, tone, and style aside, simplicity offers to enhance conversion rates. Indeed, UX design hinges on simplicity, which aids the potential customer’s journey. Here, you may consider the following, among others:
- Are your most valuable elements and calls to action (CTAs) above the fold?
- Does your website offer easy navigation to valuable pages?
- Is mobile navigation simple?
- Does your content layout use white space and negative space to ensure better visual appeal?
- Do secondary, distracting elements get in the way?
To acquire insights on these factors, you may use such user behaviour analytics tools as the following:
- Google Analytics
- Heat maps; scroll, move, and click and touch maps
- Eye-tracking software
Naturally, A/B testing should precede any sweeping changes to your layout. Nonetheless, design simplicity offers a very lucrative way to increase conversion rates on your website.
#4 Provide social credit
Further addressing the trust inhibitor, you may consider providing social credit wherever possible to build confidence in your proposition. Notably, the exact form of social credit you may use will depend on your website, product or service, and industry. However, there are many forms of social credit you may consider, including:
- Customer reviews
- Case studies
- Affiliate logos
- Third-party endorsements, coverage, and studies
Regardless of its form, all social credit has the same purpose; to instil confidence and build trust with your audience. Marketing will only do so much in this regard, and audiences may have suspicions of newer vendors. Social credit tackles this challenge by providing reassurance that other customers left satisfied with their purchase.
#5 Strengthen your CTAs
Similarly, you may wish to strengthen your CTAs to help ensure more conversions. Your CTAs should ideally have the following characteristics:
- Accuracy and clarity; clear, compelling copy that underlines your proposition’s value
- Simplicity; your CTA should offer simple, jargon-free language
- Visibility; your audiences should immediately see your CTA
- Visual appeal; your CTAs should be visually appealing through their shape, size, font, and colour
As such, you may take different appropriate steps to strengthen your CTAs:
- Clarify your message; audiences should know your exact proposition
- Strengthen your copy; your CTAs should promote your proposition’s value
- Humanize your language; a simple “yes, sign me up”-style message may work best for your audiences
- Improve your layout; ensure your CTAs are immediately visible and can’t be confused with other elements
- Make your CTAs more visually appealing; using different visual elements can help drive clicks
Of course, as above, your exact modifications should depend on your audience’s response to them. Thus, constant A/B tests should more reliably reveal the best course of action.
#6 Add a countdown timer
Another way to strengthen your CTAs and incite urgency lies in countdown timers. This frequently underused element can offer very notable results, as studies show. For example, Sleeknote’s findings on popups found that those with countdown timers outperformed ones without by a massive 113%. Similarly, a case study by CXL demonstrated a 332% conversion rate increase through inciting urgency. You may thus consider adding countdown timers in whichever way best fits your website, including in such elements as:
- Exit-intent popups
- Product recommendations
#7 Simplify the buying process
Finally, addressing the factor of process simplicity, you may try to simplify the buying process to incentivize customers. Ways to do so, and increase conversion rates on your website, may include the following:
- Don’t require sign-ups and sign-ins for purchases
- Keep input fields optional
- Make every page highlight and promote the next step in the process
- Refine your filters so that customers don’t face choice paralysis
Other practices may include offering free shipping, a money-back guarantee, and other perks. These may also instil confidence in your buyers, ensuring them that going through the process is worth their time.