If your business has a website, then chances are you want to convert your visitors into paying customers. There are plenty of ways to do this, whether it’s on your site itself or through social media.
But what does conversion rate mean exactly and how do you increase it?
In a nutshell, it’s the ratio of people who visit your site versus those who actually “convert” by taking some form of action. This includes opting in to your mailing list, or buying from you.
If you had 1,200 people visiting your site and 50 of those turn into buying customers, you could divide those who converted by your total number of visitors. Then you’d multiply that by 100 to get your actual conversion rate. For example, this would be:
50/1200 X 100 = 4.16
So in this case, your conversion rate is 4.2% if you rounded up the number.
Just so you know, average conversions depend on the type of industry you’re in, so it’s best to do some digging and get a ballpark figure for the ideal conversion rate for your specific niche.
This will give you a feel of how you’re faring against the competition. If you’re lagging somewhat, consider my 5 strategies to boost your conversion rates.
#1: Take care of your conversion funnel
These are the stages that a prospect goes through before making the leap of faith and investing in your products.
Usually, your funnel is made up these steps: awareness, interest, consideration and conversion. Some sites have more elaborate funnels with additional stages, but this is an excellent place to start. So from this perspective, you need to implement specific measures to improve each of the stages in your funnel.
For instance, if you've got a great headline on your homepage or a well-produced sales video, this boosts your customer's awareness of your product. As you keep tweaking each of these stages, the more likely your visitors will convert.That means getting user feedback as well as testing each of these elements to find out which component is helping or hurting your conversion rate.
#2: Update your forms
If you have any pages that require your customer to fill out their information so they can go to the next stage in the conversion process, you’ll want to make sure your forms are streamlined.
This area can be a potential bottleneck for users and stop them from transitioning to a customer. You can get rid of certain form fields that don’t really matter. Also, features like checkboxes and autofill will create a more seamless experience for your visitors.
You can try testing the forms yourself and see if you hit any snags along the way. If it’s possible, test different iterations of your forms so you can see which one does better.
#3: Use videos
Content marketing is a crucial element of pulling in visitors and most people tend to gravitate towards the visual. So if you can manage it, try publishing every once or twice a week.
Research shows that almost all marketers are sticking with this platform because of the massive response they get from users compared to exclusively sticking to articles and blog posts.
Depending on the nature of your business, you can make a how-to type of video, a product review, an informational video, and plenty of other formats. Try rolling out a few and see how your audience responds.
#4: Work on user experience (UX)
UX plays a considerable role in getting people to stay on your site and engage with your brand. That's why it's crucial that you stay on top of this aspect too, especially with page load times.
In today's fast-paced digital world, users expect to get what they want in a span of a few seconds. Even a slight delay can significantly impact your conversion rate.
Google and other third-party tools can help you with this, so make sure to use these resources so you don’t get left behind in terms of load times.
#5: Leverage articles and blog posts
Whilst videos are a must, that doesn’t mean you should skip this part. Written and visual content complement each other, so it’s also vital that you have blog posts and articles to keep your visitors engaged.
Whether you write thought pieces or provide educational or inspirational content, all of these will create more value for your audience. Plus, this makes you more searchable on Google, which results in higher site traffic.
Of course, this involves doing some research to find out which topics are the most relevant to your target market and provokes an emotional reaction from them.
Once you’ve come up with a list of things to talk about, set up a publishing schedule so that your visitors can rely on you as an authoritative source of information.
At the end of the day, boosting your conversion rates boils down to understanding your market. People who come to your site have a specific desire or purpose in mind and it’s your job to find out what that is.
Then you can build and design each and every aspect of your site to satisfy their needs. This makes it easier for them to stay on your site and keep clicking through.
It will take some trial and error to find that sweet spot, so you’ll have to test and tweak until you get the conversion rates you want. Putting in the work is more than worth it because it will earn your customer’s trust and get them coming back again and again.
If you’d like to discuss any aspect of your website and how to get more traffic then drop me a line, I’d love to hear from you.