The average ecommerce website conversion rate is 2-3%. Even a small shift of just 1% could mean a 50% increase in revenues. If your site isn’t an ecommerce site, don’t stop reading. All websites could benefit from increased conversion rates. Conversion rate is defined as the number of people who come to your website and “convert” by taking whatever desired action you want for them to take. A conversion could be filling out a form or downloading a document. It doesn’t have to be completing a monetary sale. Additionally, having a website that is optimized for conversion means more than having the correct button color or call-to-action. Ask yourself these questions: are you doing all you can to tailor your website experience to speak to your target audience? How are you guiding visitors to a desired action? Are you highlighting essential information? Have you identified and removed friction points?
Other KPIs That Factor Into Conversion Success
Before we get into the tips you can implement to help increase your website conversion rate, let’s take a look at what other key performance indicators (KPI’s) impact conversion. Google Analytics provides us with a plethora of metrics that can sometimes be overwhelming if you don’t know what you’re looking for. When it comes to website conversion success, it is a good idea to start by looking at bounce rates and time on site. These two metrics show engagement. When you’re audience is engaged they will more likely participate in the conversion goal you have set in place.
Bounce rates are a good indicator of whether or not your website is attracting the attention of the visitor. Bounce rate is the percentage of visitors who arrive on a page of your website and leave without viewing any other pages. High bounce rates suggest that visitors aren’t connecting with you content in some way or that they can’t find the information they were seeking. It also might be an indicator that your page is taking too long to load or maybe the visitor is being bombarded with intrusive content or ads that pop in their face upon entry to your site. There are plenty of reasons why visitors bounce but one very good reason to be concerned about it: When they bounce they don’t engage. And when they don’t engage you may lose them as a customer.
Time on site or visit duration can be an indication of the level of interest or involvement that a visitor has with the website. It is also a good indicator of the success of a campaign or other promotional activity that brings visitors to your website. Websites that have good organization and design typically see higher time on site numbers. When your visitors spend more time reading your content, they are more likely to share it, purchase or download something; in other words, convert.
5 Tips to Increase Website Conversion
Now that we understand some important metrics surrounding website conversion success, let’s get to the core of the topic. Here are 5 tips to help you increase conversion on your website:
- Create sales funnel content: It has been said that it takes a prospect 7 contacts with a company, on average, before they purchase. Make sure your content is written to speak to visitors at every step of the sales cycle. Certain copy formats speak better to consumers at different phases of the sales funnel. Be sure to include images, videos, infographics, FAQs and other forms of content that will engage with your market at various stages of the buying process. At each stage in the funnel there are objections or concerns and issues. Be sure to know those considerations and write your copy to address them head-on.
- Develop personas: Customer personas rely on a wealth of advanced data to produce a composite sketch of your ideal customer. Everything from demographic information to customer hobbies, lifestyle choices, and buying and entertainment preferences are factored into the composite sketch of your customers. This sketch is the “sweet spot” of your target audience, and the data it relies upon is so comprehensive that it allows you to accurately anticipate what your average customer would choose or do in any given situation. Creating personas lets you visualize the purchase flow and checkout process through their eyes.
- Test and test some more: Test different offers, different colors, different call to actions. If you can test it, test it. It is through research that you will uncover the most effective option to help increase conversions. One test to consider is different payment options. Will your customers be more likely to purchase your product/service if they get a discount if they pay in full or if they have the option to pay in installments? Having said all that, don’t test frivolous things. If you have done your persona research test the things that your research tells you are important to your target market.
- Establish trust and authority: No matter how long the Internet is around people want to buy or do business with businesses they trust. Some ways you can build trust is to include a physical location on your website, make it easy for potential customers to contact you, use testimonials, avoid hype-based copy, create a professional looking site and get an SSL certificate for added security. Also, consider including third party trust seals such as Verisign, BBBOnline or Hackersafe to increase credibility.
- Choose images wisely: Use images that show your product or service in use. A picture says a thousand words so make sure your pictures say “must have”, “easy to use”, and “satisfied customers.”
Putting It To Use
While there are far more than five ways to help increase conversion rates on your website, we recommend starting with these elements. A solid website built with few errors, engaging, up-to-date copy, and hosted on a trusted server all play into your conversion success.
If you want to improve your website conversion rates and increase your return on marketing investment, but don’t know where to start, contact our partner, GlobalDirective. They are an agency that specializes in helping you set up and optimize your Google Analytics platform for maximum value.
This is a guest blog written by Michelle Keyser, Director of Content and Social Media Marketing, at GlobalDirective, a digital marketing agency, where she is a strategist and blog contributor. Contact GlobalDirective today for more information by calling 1.866.925.9524.