by Steve Clarke, Negosentro.com |
Having a large number of visitors on your website means that you have a potentially large future customer pool. Nonetheless, how big percentage of them will eventualy become paying customers depends on your conversion rate. As for the numbers, the average conversion of most landing pages is at about 2.35 percent, while the most successful companies usually brag with as much as 5.31 percent. The discrepancy between these two is clearly more than double, which is something to seriously ponder on. To some, this may seem as something out of their hands, but there are more than few tricks that can be used to nudge your audience in the right direction. Here are six of them.
As a passive bystander, your website visitor won’t feel the necessity to actually take any action. In order to make them at least consider doing business with you, it might be for the best to simply strike a communication with them. One of the most common tricks for this job are surveys through which you can gather the invaluable feedback. Later on, you can act on this information and optimize your site to their liking. Another approach would be the use of live chat, but this is an art of its own.
Another thing you need to focus on is the so-called call-to-action. It isn’t much of a secret that there is agenda behind everything you do on your website. The end goal is always to either close a sale or get a subscriber and for this, you need the right call to action. Therefore, it is vital that your call to action button is organic and clearly visible.
When you decide to observe different features of your website independently, the slow response is probably the number one reason for the increased bounce rate. In fact, after not responding for just 4 seconds, your website is bound to lose as much as 25 percent of all its visitors. Furthermore, your website needs to be optimized for mobile users, seeing how they compose the majority of present day online audience. For this, it is vital that you manage to find an adequate host and keep your page as resource-friendly as possible.
According to a recent research, people tend to look more at the left side of the screen than the right one. Furthermore, the area around 400 pixels from the left edge gets the greatest part of the overall viewing time. Of course, professional designers know things like that and can easily help you turn this knowledge to your advantage. Furthermore, they usually have a way of making your design both visually pleasing, while not damaging the speed of your website. On the other hand, getting a designer might be a bit of a stretch for your budget, which is why it might be smart to look for affordable web design that suits your needs.
Next way to boost your conversion rate is through customer testimonials. Now, this can be a bit tricky seeing how people are suspicious towards strangers of the internet, especially if they endorse a certain product or brand. Still, if you use real people for this (people with other comments on the internet, apart from your endorsement) and avoid “marketing-talk”, you should be just fine.
In the very end, it is vital that you test, test and test some more if you aim to get the most out of your website. As you could see from the above-listed examples, you will have to introduce changes to your website on a regular basis and the only way to see how they affect your bottom line is to test it. The most efficient technique here is the A/B testing, which allows you to emulate your website in two different environments. In this way, you will be able to see precisely which elements of your website are in direct correlation with the number of conversions.
Finally, turning your website’s visitors depends on your offer. Even the best-optimized page, the greatest response, a clear call to action and the most vigilant communication efforts won’t do you any good if the product you are selling is too expensive. Nonetheless, when it comes to people with similar (or same) offer as yours, the design and optimization of your website may become the deal-breaker.
Author bio: Steven Clarke is a digital marketing specialist/business consultant. In his spare time he likes to write about his ideas and share them with the world. Steven is a regular contributor to several websites.