First impressions can make or break you, especially in this digital era. Your online audience won’t spare an extra second before switching to another website, however minor the issues are. Slow loading speed, too many ads and poor navigation are a few of these turn-offs. Thus, it is essential that the "above the fold" portion of your website – the portion of the website that is visible once the page loads – is captivating enough to keep users hooked. To help, we have 5 tips for you to keep in mind as you improve your site. Check ’em out!
1) Stay ConsistentOne of the first things you can do to improve your conversion rate is to spend time maintaining message consistency. Often times, a PPC ad for a particular product might be entirely different from the landing page a user is brought to by clicking on the ad. This is a much more common mistake than you might think, and can make potential buyers frustrated or confused, putting a stop to the conversion process - which is obviously not what you want!
2) The Call To ActionIf you want more conversions, you need to realize that users want information fast. People have limited patience - so it's important to find innovative ways to present your message to users quickly and efficiently. You want to provide solutions to your potential consumer pool as soon as they see your web page or an ad of your product online. It is here that you want to have a call-to-action (CTA) that is clearly visible and engaging; preferably at the exact time the page loads, without the need for scrolling.
You have to be careful when dealing with CTAs, as you need to make sure they catch the attention of the people visiting your website without going over the top. Moreover, a CTA must also do the job of convincing potential customers to follow steps to take action quickly.
While creating a suitable CTA, keep in mind that your message should be written in a readable font and should have a natural tone. Your CTA should let your customers know about any benefits their purchase will provide. Make your CTA attractive, spending time to create buttons instead of a simple text link.
Visibility can make or break a CTA. Be cautious when placing your CTA on the page; it should not get bogged down by droves of unwanted text. Most users prefer taking minimal action to complete the task they're set out to do. As such, try to keep your checkout process clean, without the hassle of loading too many pages or requiring a signup. Remember, user experience will always depend on the speed with which visitors can get the job done.
3) Keep TestingPerfection takes practice - and so does website design. In this day and age, online business has become extremely competitive, and the success of a business will directly depend on the quality of its website. It's important to keep optimizing and testing to ascertain the best version of your site.
There are a number of analytical tools at your disposal that can guide you in assessing the performance of your website. One of the preferred tools is Google Analytics, which provides in-depth data about websites including bounce rate, sessions, conversions, page views and other consumer behavior metrics.
It is obvious that processing so much data is not an easy job and can be time consuming; therefore, it's beneficial to give A/B testing a try. This kind of testing allows you to assess various aspects of a given page at the same time. One specific tool that can be very helpful is a heat map, which shows a visual representation of how users interact with your page and what are the areas or elements which attract the visitors. This information can be hugely beneficial in the long term and will allow you to find out the loopholes in your web pages to improve upon your users' experiences.
4) The Right HeadlineComing up with the right headline is key, because it one of the first things on your site the bulk of visitors will see. Simple phrasing and word choice can have a dramatic affect on conversion rate. For example, headlines that include the phrase “How to” will generally see an increase in interaction rate. If you have a product or service that requires a bit of explanation, it's a good idea to create a "How to" page for a detailed explanation. It's also not a bad idea to check out your competitors and see the various elements they incorporate into their headlines and site pages to get some inspiration.
5) Offer IncentivesOffering freebies to your visitors can be a great way to increase conversions. Try providing exclusive access to other products of value, such as e-books, to attract their attention. Concentrate on simple products that can be unique or convenient for your visitors. Knowing your customer base is of great importance here, as it will give you insight into the needs of your visitors. This, in turn, allows you to develop tools which give your customers a chance to perform a certain function easily. For example, providing the customers with a mobile app can be more prudent than offering them an e-book.
ConclusionWebsite conversions are an integral part of ecommerce in whichever form it comes, so developing strategies and ideas to increase such conversions is necessary. Get creative in setting yourself apart from your competitors! From adding a visible CTA to offering freebies, you have to use all your resources to find the best combination. Moreover, giving a pertinent headline will always benefit for your bottom line. And last but not least, keep on testing on improvements to your site. Conversions are not hard if you play your cards right and follow these tips. Feel free to share any other strategies that have worked for you in the comments below!
About the author
Jyoti Mali is the Head of Digital Marketing at TIS India, where she leads strategy for multi-channel digital advertising for in-house accounts & agencies globally. Being a Google Analytics Certified (IQ) Professional & Ecommerce Analytics Qualified Consultant, she loves playing with Analytics & helping clients with actionable insights.