There’s no denying that websites are an essential part of all modern businesses. They provide customer service, product and service information, and a convenient way to pay for things 24 hours a day, seven days a week. Websites also help brands reach new markets and international audiences for a fraction of the cost of traditional advertising and marketing methods. However, those goals can only get achieved when websites get set up correctly.
You’re likely reading this article today because your business has a website, but you find it concerning that few people visit it, interact with it, and convert into paying customers.
The following tips and strategies will help you convert your business website into one that boasts high conversion rates and ultimately increases your bottom line:
1. Review Your Website's Design
It might surprise you to learn that few entrepreneurs pay much attention to their website’s aesthetics. This is where the decision to hire web developers can make a significant difference, ensuring that the design complements the content. Some business leaders may even consider their website design an afterthought or even a low-priority item on their e-commerce to-do list.
The trouble is, website design is just as important as the content that goes on it, and for several reasons:
How easy is it for your website visitors to navigate to relevant content? If the process involves plenty of frustration and confusion, those site visitors are highly unlikely to return in the future.
Over 55% of Internet users browse the web and buy online from a mobile device, according to StatCounter. Desktop web usage has been in decline for many years; for example, desktops represented 93% of all web users in 2011, and that figure is now just 42% in 2021.
Some people with vision impairments that go online need tools like screen readers to “speak” text to them. If your website mainly contains images and videos and very little text, such users won’t understand your content very well. However, when it comes to building an online store, Shopify recognizes the importance of accessibility. They have taken significant steps to ensure that their platform is accessible to people with disabilities. Shopify accessibility includes features like providing alt text for images and videos, which can be easily added to your product listings and descriptions.
What’s more, search engines like Google visit sites using computer software to “read” the text content of each page. Your site isn’t likely to show up on the first page of relevant search engine results pages for just that reason alone.
If you feel that it is time to change things up, tap the services of one of the top web design agencies in this post. Another way is to invest in quality Webflow business templates. By doing so, you’ll not only have a professional and optimized website design that’s affordable and sure to impress visitors, but you’ll also have access to a wide range of features and functionality that can help increase conversion rates.
Photo Source: Pixabay
2. Add a Chatbot
When consumers visit a website, they might have some questions about products or services before making a purchasing decision. They might find the answers to their questions if they read through relevant content on the site. But, many people are often in a rush and need answers instantly. If you don’t want those consumers to quit your website and buy elsewhere, you need to offer them a way to get those answers fast. It does not cost much, especially if you already paid the software engineer hiring cost.
One way to achieve that goal is by offering them chat facilities on your website. Your target audience can ask the questions they need answering and have responses delivered in real-time without needing to wait for long. Of course, offering chat facilities on a website means you need to have one or more employees available to chat to consumers. Did you know that one way to eliminate the need for tying up an employee’s time is to add a chatbot to your website?
A chatbot can get programmed to answer the most commonly-asked questions by website visitors and provide links for those people to buy your products and services. Chatbots can also direct visitors to informational pages, such as delivery rates or terms of sale. You can also set up a chatbot with natural language processing technology to collect information from customers, such as contact details for customer services queries and complaints.
Lastly, chatbots can also get set up to escalate conversations to your employees if they cannot answer specific queries that are beyond the scope of their programming.
3. Add Testimonials and Reviews
It’s no secret that one of the factors which influence a person’s buying decisions is credibility. How good are the products and services offered by a company? Does the brand provide excellent customer service at all times?
When you sell something on a website, you need to eliminate all doubt from a customer’s mind before they hit that buy button and make a purchase. One way to do that is by providing testimonials and reviews from previous customers. Social proof is essential when you’re trying to build credibility for your brand and the products and services it offers.
With that in mind, it makes sense to use a third-party testimonial or review platform and embed that content onto your website. That way, you can assure visitors to your website that the testimonials and reviews displayed on your site are legitimate and aren’t simply the work of someone at your business. Examples of services to consider include TrustPilot and ShopperApproved.
Photo Source: Pixabay
4. Make Your Content Easy to Digest
How good is the readability of your website’s content? Many businesses unknowingly make the mistake of dumping lots of information at visitors without organizing the content in an easy-to-digest format.
When a person visits your website for the first time, you have precious few seconds to capture their attention and make them engaged with what you’re trying to say. If you present them with a barrage of unformatted text, they will likely leave your site immediately.
That’s why it’s crucial you take the time to make your content easy to digest. Here are a few tips you can follow to create more attractive content for your website visitors:
- Separate content into small, easy to read paragraphs that are free of spelling mistakes and grammatical errors;
- Optimize your images for quick download times and perfect rendering on any device and screen resolution;
- Use videos to break up content and provide an easy way to understand your message.
5. Find Out What It Is People Click or Tap
When it comes to improving the user experience of your website and ultimately boost your conversions, one smart idea is to determine the page element that visitors click or tap on to continue their journeys.
Products like Crazy Egg can give you a true insight into the visitor flow process by providing you with heat maps. Why is this so important, you might ask yourself? The answer is simple: you can eliminate unused elements to make your content simpler and increase conversions. For example, you might find that your visitors are more interested in viewing case studies about your products and services and less so on your large cookie notice banner at the top of each page.
6. Make Sign-Ups Easy
One of the things that people hate the most about buying or downloading from a website is needing to create an account from scratch. What if there was a way where those buyers or downloaders could use existing credentials from another service on your website?
Thankfully, you can offer third-party sign-ups using details from services they already use, such as Google or Facebook. You can then tie that information to shipping and billing information to make repeat purchases quicker and easier for your customers. Another advantage of using such a concept to make your sign-ups easier is your audience doesn’t need to remember another set of login details. Third-party login systems are simple enough to implement on any website.
7. Get Creative With Your CTAs
When you have people visiting your website, you ultimately want them to do something like signup to a newsletter, download a PDF, or buy your products and services. All marketers know that you need to use CTAs (call-to-actions) to achieve that goal.
The trouble is, generic CTA copy like “click here to signup” doesn’t offer the best conversion results.
(1) Firstly, it doesn’t particularly compel someone to do what you want because it feels like you’re not addressing them directly as an individual.
(2) Secondly, using words like “click here” is an outdated practice considering most people use mobile devices like smartphones and tablets.
With those points of consideration in mind, you need to get creative with your CTAs. It makes sense to start improving the CTA text and making it more positive and personable. For example, you can change “Click Here to Signup” to “Yes, I Want My Free PDF Guide!”
8. Create Targeted Landing Pages
Last but not least, it’s one thing to have a website with easy to read content and a consistently-updated blog for news and information. But, it’s another to create landing pages that directly connect with your target audience.
Suppose you run a website that offers IT consultancy services. Instead of relying on your “services” sub-pages to sell what you do, create a series of landing pages that target specific niche audiences. Some examples of such landing pages can include:
- IT managers;
- Company decision-makers;
- HR managers;
- CTOs and CEOs.
You can then use those landing pages as part of your digital marketing campaigns aimed at those specific niche audiences. You’re far more likely to have website conversions with such content than just sticking with generic content.
Lastly, another benefit of adding targeted landing pages is you will also boost your website’s organic SEO, meaning you can draw in those targeted niche audiences without paying a penny.
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