Many businesses are happy with the amount of traffic coming to their website, but don’t know why that isn’t translating into the conversion rate they want and need for their business. That’s where we come in! We are here to help you improve your conversion rate with a range of digital marketing techniques, to help turn traffic into customers. With these few changes to your website, you’d be surprised at how much things can change for the better!
Make The Checkout or Enquiry Process Quick and Easy
Modern consumers are very picky when it comes to where they shop, as if you don’t offer them the experience they are looking for, they will go elsewhere. Even after going to the trouble of finding a product they love on your website, if it is difficult to checkout or to find your contact details to make an inquiry, they are likely to simply leave.
This is what we would refer to as cart abandonment issues, that you can look at through Google Analytics. You need to make sure the entire process from initially landing on the website to completing the purchase is seamless, with a particular focus on checkout. Make sure that you create a guest checkout option so people don’t have to make an account to make the purchase, make the design clean and easy to understand and make it easy for people to input their details and discount codes.
All of these things can make a big difference when it comes to conversion rate, as they can reduce the amount of customers abandoning their shopping cart, therefore leading to more sales.
Add Testimonials and Reviews
The next thing you can do to improve your website’s conversion rate is to add testimonials and reviews to the website. When you work with a digital marketing agency, they should look at the structure of your website to see where there is room for improvement. One part of this is likely to be including reviews or testimonials in lucrative spots on the website, such as just above an enquiry form or next to each product. Sometimes users just need an extra bit of verification that this is the right product for them, especially in such a condensed marketplace where if they aren’t 100% happy with your product, they can find another somewhere else. It could be that a small testimonial is what they need to commit to the purchase. This is especially important as products or services get more expensive, as the consumer will need to have some level of trust, especially if they are new customers.
If your company offers a B2B (business to business) service, like white label SEO or social media advertising, then including logos of clients you have worked with in the past is definitely a good idea. This can act as proof that you work with reputable companies. It would be even better to include a short review from your biggest clients for an extra boost! One thing to be vary of is the fact that if you put your current clients on your website, then it is possible that other companies could undercut you and poach the clients. So, we would always advise using past clients rather than current ones.
Optimise Your Website Properly
Our next tip is to make sure your website is optimised properly with the best possible keywords. Many people often prioritise search volume over relevance when it comes to selecting keywords, which may result in an increase in traffic but it won’t increase conversion rate in most cases, as the product you offer when they land on the page isn’t quite what they were looking for.
For example, you might try to rank for the keyword “black handbags” which gets 40,500 searches per month in the UK. However, if you only sell black leather clutch bags on that page, the majority of people landing on your page won’t find what they are looking for. So, traffic is increasing, but conversions aren’t.
Instead, the keyword “black leather clutch bags” may only get 390 searches, but those 390 people are far more qualified to come to the website and make the purchase than the majority of the 40,500 looking for “black handbags”. The conversion rate for that page is likely to be higher targeting the keyword with 390 searches than the one with 40,500 searches, as it is far more relevant to what the user is looking for. If you don’t feel confident with this, working with a digital agency Manchester-based will ensure you are working with some of the best SEO talent available.
Include Clear Call To Actions In Content
Whilst modern consumers are very switched on, sometimes they need some encouragement to commit to the purchase or enquiry. This is where calls to actions come in! A call to action (sometimes referred to as a CTA) is a term for a piece of content that prompts a response from a user. For example, it might encourage them to “Enquire Now” or “Shop Our 20% Off Sale Before It’s Too Late!”. This can easily be specified to your website and products and it is extremely useful in telling your audience what they should be doing when they’re on your website.
Calls to action originate in persuasive writing and have gradually become absolute staples in any digital marketing campaign. You should position your primary call to action just below the main header to immediately introduce users on that page to what they should be doing! If you don’t already have call to actions in your content, now is the time to implement them.
Make Your Website Mobile Friendly
It has always been vital to have a mobile friendly website, more so than ever when it comes to conversion rate. Over half of all internet users access websites through mobile now (differing slightly depending on the nature of the website), and if your website is not easy to navigate and checkout on though a mobile device, users will simply go elsewhere.
Additionally, there has recently been an update called Core Web Vitals, which takes into account a new set of specific factors that are used by Google to judge the user experience element of a website. One of these components is mobile friendliness, making it more important than ever to optimise your website for mobile. If you don’t do this, then it will be very difficult for your website to rank well, as Google will not see it as a website that is user friendly enough to show as a result to their users.
Improving your conversion rate is easier said than done, although this is a great place to start. Every business and every customer is different, so improving conversion rate is all about finding out what works for you. Whether you are setting up a new business from home or you are an experienced business person, sometimes a website needs a revamp. By making the checkout process easier, optimising your website with the right keyword and including clear call to actions have the potential to really improve your conversion rate.