Thanks to the proliferation of the internet and its accessibility to almost all people across all continents, businesses can reach a wider audience and get more customers. Why not just take advantage of the ever shrinking increasingly connected global village for the growth of your business, huh?
The first step in doing this is through the use of a website. Ideally, the plan is to put up a well designed and powerful website that will attract visitors, show what the business is about, and drive traffic. The end game is usually to get the visitors to engage the business through the website, either by making purchases or securing the services offered by the business.
To the chagrin of most businesses though, things do not usually work according to plan. After concerted efforts must have been put into getting the website up and running (with possibly huge sums of money paid), there is no commensurate growth in the business. Sometimes, more traffic to the website could be generated, but the number of those taking the desired action may not rise.
Now, luckily for you, there are solutions to these challenges. Below are tips on how to optimize your conversion rates and turn those visitors into customers:
Keep your homepage simple
Have you ever genuinely visited a website to find out about a business, or just confirm something you heard and just got put off by the homepage? I bet you have, like the rest of us. It could be the design, format, use of colors, font size, or some other “subtle” feature. The key is to keep the homepage simple. If you’ve ever come across or owned a Shopify store, it’s a great example of what your page should look like – simple to navigate, easy to find whatever the customer needs and doesn’t take more than a minute or two to actually complete the purchase.
The Weather Channel simplified its website and increased conversions by a whopping 225%. That’s more than twice as many conversions as it previously had. You’d normally expect a weather website to be complicated and all, but the reverse proved far more effective.
Increase your page speed
The speed with which the pages on your website load is crucial. It’s a fast-paced world we live in now after all. Website visitors are impatient by default and would be unwilling to spend more time waiting for your pages to load when they visit. For them, it should all happen as soon as they click the button. So, increase your page speed to get more conversions. A delay of merely 1 second can result in 7% less conversions. Imagine what a 5-second delay can do then.
The location of your logo matters
You would think something as “trivial” as where you place your logo on your website would have no real impact on how much engagement you get from your visitors. Well, Comscore.com, the American media measurement and analytics solutions provider, increased conversions by 69%, simply by placing logo on the right side of its website. A simple change of the logo position had such impact. Humans are funny you’d say.
Very few things work wonders like testimonials. People want to be sure they aren’t the first ones to try things out. They want to know that there are others who have done it and for whom it worked. That evidence gives them the required confidence to proceed to engagement. You are more likely to take a step if you have someone who has taken the step before you, tell you if it paid off.
So, share testimonials from satisfied customers and ensure they are verifiable. Don’t just cook up eulogies for your business as it’s counterproductive. Make sure the testimonials are on your own homepage too. By sharing testimonials on homepage, Wikijob increased conversions by a staggering 34%. It works.
Add video testimonials
When you take it a step further and have those testimonials shared as videos, you push conversion rates even higher. People will more likely believe the story if they saw the person telling the story, than if they just saw their image and some highlighted text. It just works that way.
Candlemakers, the London based candle making business, increased its conversion rates by more than 160% after adding video testimonials to its homepage. Seeing, after all, is believing.
Be mobile friendly
More than 54% of people browsing the Internet do so using smartphones and tablets. That means more than half of your potential customers search for products and services on mobile devices. Would you want to alienate this majority from your business just because your website is not optimized for mobile devices? I guess not. And by the way, that number keeps growing, so getting mobile friendly is not an option. It’s a requirement.
By implementing a mobile friendly design on its website, Walmart increased conversion rates by 20%. It’s effective!
Add contact phone number
At the end of the day, it’s all about speaking with the boots on the ground. Getting people to commit without having spoken with a representative of the business feels like too much to ask and too huge a leap of faith to take. Most people prefer to have another human being on the other end of the line to confirm or deny their assumptions/observations. So, a contact phone number that’s always reachable is essential for getting increased conversion rates. Make it visible and place it on the homepage. The visitors would not mind making that extra phone call just to be sure.
Flowr, the Canadian cannabis company, increased conversions by 5% by adding a phone number to its homepage.
Only very few things repel visitors to your website more than Captcha. Why should they demonstrate to you that they are not robots, they wonder, especially when they are the ones who’ve got the questions about whether you should be engaged in the first place? Some thorough ones even have you go through layers of image and letter identification just to move on to the next page. A great put off!
Studies show that the conversion rates on websites increase by 3.2% when Captcha is turned off. So, hold off on deploying those measures until the visitors have become customers first.
Of course, if you find that you’re experiencing a large number of bot signups, that probably means that you should re-implement Captcha.
Use Trust Seal
Given an option to either engage with a business that’s trusted and secure or another that’s not secure, the choice is rather simple. So, a trust seal on your website does imbue some degree of confidence in your visitors that you are trustworthy and capable of being patronized. When you think about how online fraud has become the order of the day, you would probably appreciate this better. So, get security certificates and gain verifications as a trusted business online.
By simply having a security seal on its website, Cars.com increased conversion rates by 2.7%.
Post contributed by Josh Wardini