Website conversion. Whether you call it that or something more specific like click-thru rates or registration, it’s the holy grail for any business with an online presence. Sit in a room of ecommerce channel managers or digital marketers and you could walk out rich if you earned a nickel every time online conversion rates were mentioned.
Slight obsession? Perhaps. But the reality is that you can’t make money or grow your online audience if you’re not converting people who visit your website. In very simplistic terms, when you succeed at encouraging a site visitor to take an action on your website that you deem valuable (or you wouldn’t have it there, right?) they convert to a “user”. Most times, this action involves the person giving you their email address which means you now have them in your database to market to and invite back. As you could imagine, there are various reasons why this is a key performance indicator and tracked closely by most organizations.
While there are a number of variables that make or break your site’s ability to compel your visitors to take a desired action, here are a few common areas to examine that may represent low-hanging fruit opportunities to increase conversion rates in the near term.
1. Does your site say to visitors “this is exactly for me”?
When people visit your website, you want your ideal customers to immediately believe that you understand their needs and offer the exact solution they’ve been looking for. If you haven’t defined your ideal customer, I’m not sure how you can speak to them in a highly relevant way. Don’t shoot in the dark: define your target audience and improve your messaging so that your offer becomes the only clear choice. Brene Brown does a fabulous job on her site.
2. What value do you offer in exchange for a conversion?
There’s a value placed on each conversion whether it’s an email signup, demo or webinar registration, or actual purchase, by both you and your visitors. Your site visitor need to understand your proposition and see more value in what you’re offering than what you’re asking for in exchange. If you’re asking for an email address, they still want high value in exchange for opening up their inbox for you. What content or tools do you have, or could you develop, that hold value to your audience in a relevant way?
Tara Gentile clearly understands her audience and offers a tool they’ll find useful, in exchange for an email address.
3. Is your registration or signup form user friendly?
Do you like to complete registration forms? Who does, right? There are simple ways to optimize and expedite this experience like using social login or only requesting critical information. There’s a concept called progressive profile building where you progressively build a person’s profile by asking for more information on future visits in exchange for something of value. Think about what information or details you really need right now to bring them back. Give them value to entice them to return to your site and share additional profile information.
4. Do you have too many distractions on your site?
Auto-play videos, flashing ads and too many calls to action on your website overwhelm visitors. Prioritize the actions you want them to make, give them valuable reasons to do so, remove the clutter and lead them to those conversion points. Don’t have too many pit stop opportunities along the way.
5. Where are your reasons to believe?
If people are saying good things about you or your products, surface those testimonials to provide some social proof that endorses your brand. Case studies and customer success stories that demonstrate your ability to solve problems for “people or companies like me” also provide a digital stamp of approval.
Is this an exhaustive list? No. But these are the easier areas that you can easily address right now and impact your business by increasing conversion rates. There is a long list of more technical things to explore that depend on your talents and abilities or willingness to hire an expert.
Start here and let me know how I can help.