Why website owners need to worry about conversion rates

As a website owner are you irritated by low conversion rates? The heartening news is that you’re not the only one with this type of complaint. Companies in every single industry out there struggle with good web traffic as well as few conversions. This being said, the question that must be asked, is if you are doing something to reverse this situation. If not, your conversion rate will not miraculously shift in the opposite end of the spectrum. A low conversion rate can be detrimental to your business as it slows down your leads and sales to a trickle.

What is a website conversion rate?

A website conversion happens when a website visitor completes an action that you want them to, such as signing up for newsletter, sharing a piece of content on social media, filling out a form or making a purchase. The term ‘conversion rate’ is the percentage of total visitors which convert.

Also, a conversion rate for one website may or may not be the same as a conversion rate for another website. This is because conversion rates are unique to each site. For online retailers, a conversion which is successful will be the sale of their products to consumers. For a lead generation site, a successful conversion will be the production of a qualified lead which can convert into a consumer later on.

Website conversion is a very crucial factor in any digital marketing strategy because getting users do what you need them to do is a requirement for every business. Website conversions are based on goals that are related to overall business goals. To achieve a reasonable conversion rate for your website, first determine what it is you wish your site to accomplish for your organisation. The main aim of setting up and measuring conversion rates is to track notable events which occur on the website to eventually determine the website’s performance.

How to optimise your website conversion rate

There are several methodologies which you can use to maximise your website’s conversion rate. Here are some of them:

1. Incorporate as few fields as possible

When you’re asking for information in an opt-in email form, request as little information as possible.

2. Include a guarantee

Incorporate a no-questions-asked refund policy on every single of one of the purchases made. This lowers risk and, also, increased sales will typically more than make up for any returns.

3. Use action verbs

When trying out different calls-to-action, use action language that spurs visitors to take action, for example, “grab yours” and “reserve your seat”.

4. Use testimonials

 Testimonials play a crucial function in reducing risk and providing social proof. Use these on product landing pages in addition to your email opt-in landing pages.

5. Clearly, state what the benefits are of your product or service

Cataloguing the features of your product is essential, however it’s even more important to tell prospective customers exactly how your product will assist them with solving their problem.

6. Pay meticulous attention to your headline

The headline is possibly the single most crucial component of your landing page. Brainstorm 10 possibilities before selecting the strongest one.

7. Keep conversion elements above the fold

Opt-in boxes, as well as other conversion elements, should be above the fold to gather optimal results

8. Use video to humanise your brand

Include a simple video on your landing pages to show that there’s a real person behind your brand.

9. Create dedicated landing pages for pay-per-click ads

If you’re using Google Ads or another form of pay-per-click advertising, be sure to send these visitors to a dedicated landing page and not your home page.

10. Include subscriber or social media follower counts

Just like testimonials, including social proof, helps to reduce risk in addition to increasing conversions.

There are many best practices available in terms of conversion rate optimisation, however ultimately, to find out what your customers respond to as well as what drives results for your business.

Get in touch with the Digital School of Marketing

If you want to learn more about driving leads and sales to your business, check out our Sales Management Course as well as our Digital Marketing Course.