You’ve heard of search engine optimization (SEO) to get your website noticed in search engines, like Google. But, what about website conversion rate optimization?
You can think of SEO as the technique that makes people see your website. Once you start gaining more traffic, though, you’ll need to do something to get those people to do something on your website, like fill out a form or purchase a product.
That’s the focus of optimizing your website for conversions. Simply, a conversion in internet language is the process of enticing a visitor to complete a specific action. So, for a website conversion to happen, a visitor will need to interact with your website in a way that could help you gain more followers or customers. This important technique is one of the most important parts of modern internet marketing for website owners and businesses.
What is Website Conversion Rate?
A website conversion is the process of a visitor completing a specific action involving your website. Your website conversion rate, then, is the percentage of your website visitors that complete a specific action, rather than just browsing the site or leaving.
Say you have 1,000 visitors per day to your site. On average, 30 of those visitors fill out their email address to join your newsletter via a popup message when they arrive. Your website conversion rate is 3% in this example, which is much lower than the conversion rate you should shoot for.
Although a “good” conversion rate is subjective and depends on your business and goals, the top 10% of industry leaders in conversions have rates of at least 11.45%. That means that, of your 1,000 visitors, you may want to try to turn at least 110 of them into converting visitors.
How Can Website Conversion Rate Optimization Help?
Now you know what a website conversion rate is, but why is it important to optimize your site for conversions? You don’t just want to have visitors to your site. Instead, you want them to do something that can help grow your business. Here are the main areas in which optimizing your site for conversions can help:
- Taking Action: Sometimes, you may want your visitors to complete a simple action, like filling out a form for more information, registering for an account, signing up for your email newsletter, or even following your business on social media. Website conversion optimization can help point your visitors in the right direction to complete such actions, which all can help generate more traffic, leads, or sales.
- Lead Generation: Most sales stem from a great lead. A lead is someone who has shown interest in your site, and generating a lead is the process of gaining that person’s interest. Website conversion optimization can help turn visitors to your website into leads, which in turn, may become customers.
- Sales: That brings us to our next – and possibly, most important! – point. Optimizing your website for a high conversion rate can lead to more sales of your product or service. By catching the attention of your visitors and funneling them into a specific area of your site, you’ll have a greater potential of gaining new, paying customers.
How to Increase Website Conversion Rate
Now it’s time to learn how to increase conversion rate on a website to entice visitors to do something that will help you and your business. These three tips are things you can start with right now to improve your current conversion rate.
How to Improve Conversion Rate on a Website with an Optimized Landing Page
Your site’s landing page is the first thing your visitors see when they come to your site. You can have several landing pages for your site, all targeted at different audiences that have specific interests related to your industry. For example, one landing page may be what visitors who clicked on your Google advertisement see, while another may be a page targeted toward your Facebook audience.
The more landing pages you have, the better your chances of converting. In fact, having 40 or more landing pages can put you way ahead of your competition, especially if they have 10 or fewer landing pages. Since landing pages are laser-focused on people who may have an interest in your site, they can quickly capture your visitors’ attention since they already have an interest that made them click through to your site.
Once they get there, an optimized landing page can point them in the direction of completing a conversion. You can use Long Tail Pro to find keywords for your campaigns that can entice your audience to visit your site. Once there, ensure that you have landing pages with enticing headlines, an eye-catching image or video, clear wording, engaging fonts and formatting, testimonials, and a clear call-to-action.
A good way to find out how to construct your landing page is to take a look at your competitors’ paid landing pages through Google and make yours better. If your bigger competitors are paying for a keyword, chances are they are getting enough conversions to sustain it.
How to Increase Conversion Rate on a Website Using Call-To-Action Elements
If you have landing pages with no call-to-action elements, your landing pages are basically useless. Once leads come to your site, they must know what you want them to do next.
Think of the conversion process as a funnel. Catching one’s eye enough to get them to click through to your website from advertising is the widest part of the funnel. The funnel narrows as they come to your site and browse. The narrowest part is when you get a person to complete your targeting action, like making a purchase or registering an account.
You have to help them reach the narrowest part of the funnel by telling them what to do. A call-to-action element can be enticing text or an eye-catching button telling a visitor to do something. But, there needs to be something in it for your visitor, not just for you. If you want a visitor’s email address, for example, you can create an image that offers a free, helpful e-book delivered to that email address. This would be your lead magnet.
Your call-to-action should stand out, offer a clear description of what you want someone to do, and be placed in key places on your page, where your visitor is most likely to make a buying or “get more information” decision. Avoid spamming your page with different offers and call to actions.
Ideally, you want it to be crystal clear what you want your lead to do. Too many offers on one page can cause your visitor to be confused and to take no action at all.
How to Increase a Website’s Conversion Rate with a Live Chat Feature
You’ve optimized your landing pages and created clear call-to-actions, but that doesn’t mean that a visitor won’t want to learn more. Some people need a lot of time and information before making a purchase.
And if you have a higher ticket item you are selling a live chat feature may be another tool you can use for higher website conversions.
Some website owners use this feature to “catch” a customer on their purchasing page to engage them while they are making a buying decision.
That’s where a live chat feature on your site can help convert visitors into customers. It’s the most instantaneous way to deliver customer service to those who need just a bit more convincing without being pushy. Sometimes, all they need is to talk to a real person to help inform their decision.
About 79% of people use live chats over other communication options they’re offered on a site. The process of converting should be as quick as possible for optimal results, so the quicker a person contacts you, the better your chances of turning him into a customer.
Conclusion: Website Conversion Rate Optimization
Turning regular visitors into converting visitors can help generate new leads and sales for your business. Optimized landing pages help pull the right people to your site, while call-to-action elements will let them know what to do when they get there. Through the use of a live chat feature, you can help undecided visitors make a decision, ultimately sealing the deal by enticing them to complete your targeted action.