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How to increase website conversion rates

by Simon Langham ON Oct 02, 2018

Are you wondering why your visitors just don't seem to get in touch with you or buy your products and services online? You will be asking 'How do I increase website conversion rates?' which we will cover in this article.

Let's start by introducing you to an acronym... CRO which stands for Conversion Rate Optimisation.

What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) is improving your website to increase the percentage of visitors that become leads or paying customers.

Let's say your brochure website has 100 visitors a day and on average you get one lead, you will have a conversion rate of 1%. The purpose of CRO is to improve the number of leads generated. If you still had 100 visitors but improved your websites journey resulting in 10 leads being generated; you will have increased your conversion rate to 10%.

CRO is not about increasing visitor numbers (although this can be a by-product) and instead is about converting visitors to leads or paying customers depending on your call-to-action.

Your website will have an end to the journey which could be to contact you for a quotation or purchasing something from your online shop. We call this your call-to-action (CTA).

Every website is different depending on your target demographic and CTA. However, we have three basic principles to follow that will help you improve your conversion rates...

1. Improve navigation to your call-to-action.

This is something that gets overlooked on most websites! Including ours at times. We can all be so busy telling people about what we do that we forget to tell people how to get started with us.

Let's face it, if you don't tell people where to go then why should you expect them to know automatically? You have to make it simple for them, because your visitors will not care half as much as you!

Improving navigation to your call-to-action could be as simple as adding more links to your contact page within your copy. Did you see what we did there?

A rule of thumb is to have your call-to-action visible at all times, regardless of where they navigate on a page. You could add a button at the bottom of each key section.

The most important place for your call to action is on the top of every page. Preferably to the top right or top center of the header. Having a fixed banner is a good way of keeping your CTA visible on all pages but this will reduce the viewing area of you content.

A common mistake is to think your logo is the most important feature of your website. The reality is that your call-to-action is what pays the bills, not your logo!

2. Keep it simple to complete

You've got to be ruthless! The more questions, clicks and thinking a visitors will need to do, the less likely they are going to convert!

We see this all too often where the business owner is trying to make their life easier by asking more questions in a contact form or asking for every possible variation of a product before they order. We can almost guarantee that the long and clever enquiry form you have is probably putting people off completing it.

Do you really need both their email and phone number as a required field? If you have their number you can phone them for their email address and vice versa. What you need to think about is what's essential, what's important and what you are able to find out later on.

Keep it simple for the customer, not you! The less they need to click and type, the more likely they are going to convert!

3. Make it interesting and compelling

In the vast majority of cases where conversion rate is low, there will be no compelling journey.

For brochure websites, it's important to reassure people of the process. What can they expect as a result of contacting you and what do you do with their information.

Having a video that autoplays on the contact page is a great idea to reassure people that you're the right business for them. Keep it short though as you don't want to distract them from completing the form and submitting it.

An interesting and compelling call-to-action will be quick, simple and reassuring to the visitors. The objective is to make the action a no-brainer for them by answering as many concerns as possible that they might have.

For e-commerce websites, this can be as simple at where they navigate to once they click 'order' and what is in the message. When you add a product to a cart it's best that you take them to the checkout and then ask if they want to carry on shopping. This does two things!

1. Make it clear that the item has been added to the cart. Many website just add a number next to the shopping cart icon without any fanfare. You should be reassuring them that they have made the right choice and that they do not need to look any further. Bland messages like 'your item has been added to the cart' is boring! try changing it to... 'Great choice! Don't forget to checkout now for guaranteed next day delivery'. You can also add testimonials to the message to help reassure them that they will not be disappointed.

2. Get them close to the end of the journey. If they get to the cart, it's then one more page to purchase or one click to keep shopping. If you only add the item to the cart then it's two pages to purchase and still one click to keep on shopping. Get them as close to the call-to-action on every click as possible.

Optimise your website's conversion

If you would like to know more about Conversion Rate Optimisation then please talk to one of our experts who are on hand to help you and your business. Part of our optimisation services is looking at conversion rate optimisation on your website and ways to improve it.

We love giving away great advice, so don't hesitate in contacting us today.