All right you’ve got your website going and you’re even starting to see traffic. But your visitors aren’t buying your products, downloading your content or signing up for your courses. Was all that were getting people to your website for nothing.
I am gonna show you how to convert your website visitors into actual customers and get the most out of your website traffic.
So you’ve created a website for your business or maybe you’re just even running the website for your employer. You started using some SEO techniques or advertisement to get people to your website. And now comes the important part of getting them to take action.
Let’s define a couple of terms we’re gonna use.
conversions are actions you want visitors to take on your website. So generally this means sales. But it doesn’t have to be just that. It can be anything that moves them along the sales funnel like signing up for a newsletter or downloading a piece of content for example.
2. Conversion rate
Your conversion rate is the percentage of website visitors that actually take those actions. For example if you have 100k visitors to your website and you’ve made thousand conversions your conversion rate will be 1%.
What we’re going to focus on today is optimizing your website with the goal of increasing your conversion rate. This process is called very simply conversion rate optimization or CRO. A focus on CRO can benefit your business in many ways. For, example you can maximize your company’s marketing return on investment or you will be able to understand better your customer’s behaviour. You will also be able to rank higher in search engine results and most importantly you will increase sales.
If you’re still here I think you’re interested in how to actually convert web traffic and increase conversion rate.
Let’s start with conducting customer surveys.
Surveys can give you immediate and direct feedback from customers. That can clue you into the real customer experience and direct you to the pain points in order for you to fix them. And make the transaction as enjoyable as possible on your website here you place your survey matters.
For example, if you want to get an idea of the entire sales process. You can try and place the survey right after the customer makes a purchase or try and place the survey as a pop-up before the customer leaves the page to gain insights on why they have navigated through your page but haven’t taken any of the conversion actions you wanted. And try and keep the surveys short and simple in order to increase the completion rate.
AB testing involves publishing two versions of the same piece of content to test the variable. You can use AB testing to test the effectiveness of things like web page design elements and copywriting. You will make one version available to let’s say half of your visitors and the other one available to all the rest and at the end of a predetermined period. You will be able to see which version is more effective in creating conversions.
There are many different types of softwares that you can use for AB testing.
Okay now, let’s talk a little bit about the sales funnel and how you can deliver content for every single step of the customer journey.
The first step is of course making potential customers aware of your services.
You might have done this for example by generating backlinks from high authority sites. That is a great way to do. So your potential customers are aware of your services now because they are obviously on your website.
The next step should be to try to stoke the potential customer’s interest in your product and service.
How can you do that a great example of content that can help you reach this goal is creating videos?. You will show the customer which of its needs can be met by your product. After the customer’s interest has peaked and they understand that your service might be actually a very good fit for their needs. It’s time for you to set yourself apart from the competition. In this case, stuff like case studies, reviews and testimonials are perfect to emphasize your business’s value. Believe me, there’s a very high chance that people that stick around until this stage of the customer journey. And that consume this type of content will make a purchase on your website.
This next one may seem obvious but it’s absolutely critical.
Prioritizing page speed in today’s digital world.
customers expect a lot from websites. It’s so easy to purchase any good that even the slightest annoyance can drive a potential customer away and ride into the arms of your competitors. company websites that load slowly or are difficult to navigate can really negatively impact your conversion rate.
That’s why it’s so essential that your site loads quickly and that it’s very easy for people to traverse. Also if you don’t have a version of your website for mobile devices in 2021. I suggest you start looking into hiring a developer to build one for you. Because it’s absolutely essential especially since Google is going to implement mobile-only indexing. So start looking into that if you don’t have one.
So website conversion rate optimization is all about making it as simple as possible for customers to make business with you and a great starting point to find all the mistakes that might prevent them is a site audit.
Call to action
A call to action is a piece of content intended to induce a viewer, reader or listener to perform a specific action. Typically take in the form of an instruction or directive. A CTA is an integral part of any piece of content. Because it’s that little thing that brings you one step closer to making a conversion.
When creating a CTA you should always make sure that it’s actionable. That means including actionable words in the CTA itself. something like download now, listen more, read more articles. Something that makes it clear for the person that it’s reading or listening to it that they should perform that action that it’s very easy action that brings them benefit.
To drive a conversion a CTA should make it super clear what benefit will the people get by performing the action that you wanted them to. Will they earn a free trial, will they get an eBook, whatever it is make sure the CTA makes it super clear for them.
- The CTA should be easy to find whether your call to action is near the middle of your content or at the end. Make sure it stands out and is easy for the reader to find.
- CTAs are a great way to increase your content CRO.
- Make sure it comes across as organic and beneficial to your audience.
So there you have it by following these steps and focusing on conversion rate optimization. You will be able to understand better your user Behavior. And get the most out of your website traffic.