6 Ways To Improve Website Conversions
Most business websites are built around one thing - conversions. A conversion happens each time you successfully entice a website visitor to complete one of your desired actions - such as making a booking, purchase or enquiry. These goal conversions will usually have some tangible financial value to your business, so increasing them has a direct effect on your bottom line and how well your website asset is performing.
1. Tell visitors what to do. Take a look at your main landing page and see if anything in the text and images gives concrete instruction as to what visitors should do next, such as searching or booking. If there isn't one (or it’s not 100% clear), then create a new link in the chain towards your goals with a compelling call to action.
2. Make it snappy. The main features of your product or service should be immediately apparent from just a quick scan of the homepage. Cut back on unnecessary text in particular, and keep eyes drawn to the main ideas.
3. Mix it up. If your website text is mainly plain, it can quickly merge into big slabs of seemlingly impenetrable words. Use bold, colourful and underlined text to highlight key phrases and points - but do this sparingly and tastefully.
4. Put it on video. A great way to explain a product or service is through a video, allowing you to demonstrate key features and engage viewers. If you're feeling confident, you can even take a creative risk and try making something fun or humorous that gets people feeling positive about your site.
5. Social log in. If one of your goals is to get users to sign up, try offering compatibility with a number of social media accounts. This streamlines the process for users and makes it feel like they aren't committing as heavily to your site. Adding access for Facebook and Twitter accounts is easy, though you should always have an option for traditional email sign up as well.
6. Be transparent. Provide a support line such as a live chat or physical phone number - not just an email submission form - to make visitors feel more at ease. You should also provide comprehensive information on shipping times and how you process payment and keep their money secured.
For product orientated businesses, you need to have masterful online presentation of your products. Make it clear what your unique selling points are and why they shouldn’t bother with your online competitors. Use large, clear product images, engaging descriptive text, FAQs and video.
For service orientated businesses (and many product businesses), it’s often about using your website to start a conversation. It can be a big ask to expect people to buy your service on the spot, so the best approach is about building credibility, trust and making website visitors an offer they can’t refuse, enticing them to find out more about your service. Once you have a prospective client’s phone number or email address, then you can reach out and make that all important personal connection.
These are often simple things that almost any website can do to increase conversions. When in doubt, think like a visitor to imagine how you would experience the site. Pay particular attention to whether or not the next step is always clear to see. Get in touch with MMI if you’d like further assistance.