It’s common these days to use tools like Google Analytics to monitor traffic on your website, but traffic is just a small part of the story. Improving conversions from your existing traffic will maximise the benefit to your business, and increase return on investment from future marketing campaigns.
1. Know Your Current Conversion Rate
You can work out your conversion rate from your website by dividing your total traffic with the amount of leads this traffic generates. So, if you get 10k visitors per month, and make 300 sales, your conversion rate is 3%.
Once you know where your business is currently at, you can monitor your progress as you optimise, and make sure you’re going in the right direction.
2. Call to actions
Call-To-Action buttons are an incredibly powerful way to ensure your visitors are guided in the direction you want them to go in. You should make this directly relevant to your website’s content. Websites most commonly follow these structures:
- Lead-generation website, to explain the benefits of your product and generate enquiries. These will benefit from an ‘enquire now’ or ‘contact us now’ button. You could also add a contact form directly on your marketing page.
- E-Commerce website, to sell products directly. These should have a clear ‘Add to Cart’ button, or similar, on each product page, but there are also many other places where you can benefit from call-to-actions, for example on your ‘About Us’ page, or your category pages.
- Brand/Information website, to educate your customers and provide them with information quickly. Adding call-to-actions to your pages will help your customers quickly find the answers they’re looking for.
One way to find the pages where you could most benefit from a call-to-action is to check your Google Analytics. Under ‘behaviour’, you’ll find ‘Site Content’, then ‘Exit Pages’. These are the pages your customers exit your website on.
Sometimes these will be completely logical, such as your ‘thank you’ page for a purchase or enquiry, but sometimes you’ll find pages at the top of the list which you don’t want customers to leave your website from- add call-to-actions to ensure customers know where they should navigate to next.
3. Use Social Proof to Build Trust
Trust is an incredibly important part of your customers’ mindset when on your website. Social Proof involves the use of elements such as testimonials, customer or professional accreditation logos, press articles, social media followers & likes, reviews and professional appearances.
These will again depend on your industry. So for example, a website for a local restaurant may have links to press articles, social media widgets displaying their page likes, customer testimonials and reviews from notable persons.
You could also display the logos of the partners you’re working with, card payment providers you use, or embed reviews from an independent provider such as Trustpilot.
4. Simple Design
Don’t overcrowd your website, or navigation, with different options. Dozens of tests have highlighted the benefits of delivering information in an extremely simple way, with just enough for your customer to know they need your product.
Studies also show that when participants are given less choice, they convert more, but also report being more satisfied with their choice, so keep your navigation & homepages minimal.
5. Appealing Design
You may be tempted to forget the design of your website, and just focus on the wording, or posting new articles. However, the design of your website is a huge signal of trust- the vast majority of internet users will base their initial reactions on how well designed your website looks. Stanford, as part of their Web Credibility Project, conducted several studies and found that 75% of customers reported making judgements about a company’s credibility based on their website design.
Some simple changes you can make:
- Ensure images are great quality, and big enough to see
- Reduce the content on cluttered pages to minimalise your design
- Change your font across your website
- Make sure design elements are unified- like banners, logo & images
If you’re worried that your website design is impacting on your conversions, you can also consult a specialist for recommendations, or a redesign of your website. Contact us to find out how we can help you!