Most consumers research a business online before engaging with them. And a staggering 97% of consumers turn to online search to find a local business or service. But in a world of 2 billion websites, it takes more than your typical website design and strategy to win business. So, how do you design a site that converts? We’re here to tell you.
Read on for seven strategies you can try to increase your website’s conversion rate.
What is a Good Conversion Rate?
The average conversion rate for websites typically sits between two and five percent, though it varies by industry. Typically, conversion rates above five percent are considered high, or “good.” Some industries, however, see conversion rates well above five percent. Variables such as target audience demographic, mode, channel, and industry can affect what is considered “good.”
What Makes a High Conversion Website?
Many factors go into a high conversion website—some obvious, some not so much. However, all high conversion websites tend to center around the following: highly engaging content, an effective layout, straightforward communication, experimentation, speed, and contactability.
From displaying testimonials and reviews to removing any distractions and increasing simplicity, there are a lot of things you can do to increase the conversion power of your website.
Ready to send your website conversion rate through the roof? The following seven tips will not only help you do that but help you improve customer loyalty as well.
7 Strategies to Increase Your Website’s Conversion Rate
Increasing website conversions is done by implementing strategies that work for your business—there isn’t a one-size-fits-all solution that will work for every business. And, because your business and customers need different things at different times, your conversion rate optimization process should be continually changing.
And remember, website optimization should involve constant evaluation of your conversion funnel. So while you may pick a couple of the following conversion tips to try today, don’t rule the others out. We’d recommend starting with a couple, then testing a couple more a month or two down the road. If one strategy doesn’t work well for you, don’t be afraid to pivot.
Now, let’s get into it.
1 – A/B test. Conducting an A/B test (also known as a split test) on your homepage is a great way to see what’s working and what could be improved. To do this, make two versions of either a specific piece of content or an aspect of website design that differ on a single variable. A/B tests can involve very simple tweaks, like the words of your call to action (CTA), the image on your landing page, or the subject line of an email. Then, test these two versions to see which one performs better over a specific period of time. If your website gets lots of daily traffic, A/B testing for a few hours might be enough. If not, you might need a couple of weeks to find out which works best. Conducting A/B tests regularly and using Google Analytics to monitor the results will help you to determine the most productive ways for you to improve your website conversion rate, based on actual market research.
2 – Remove friction. To improve website conversion rates, you want to ensure that every aspect of the customer experience—from finding your business to contacting your business or booking an appointment—can be done with as little friction as possible. To reduce friction, get to know your customers by creating customer personas. Understanding who is buying from you allows you to tailor your website experience specifically to your target demographic. And by making it easy for your customers to get in touch with you, you reduce the likelihood of losing potential business to your competitors.
Pro tip: In our modern marketplace, reducing friction often means using text. Text has been proven to play a significant role in conversion rate optimization.
3 – Create abandoned cart email campaigns. Ah, abandoned carts. Nothing is more haunting than a purchase that was so close to happening but never actually happened. To reduce this issue, we recommend creating abandoned cart email campaigns to remind customers of what they’re missing out on. If online shoppers have given you their mobile numbers, you can also send them a reminder via SMS every time they abandon their online carts. (Think: Hey, [customer name] are you still interested in [product/service]?) And to really seal the deal, make sure your abandoned cart campaigns include a discount offer. Free shipping or 15% off might just be enough to turn an abandoned cart into a happy customer.
4 – Include social proof. Customer reviews and testimonials have the power to influence a person’s decision to do business with you. In fact, 84% of people trust online reviews just as much as a recommendation from a friend. Similarly, nearly two-thirds of consumers say positive customer testimonials increase their trust in a business. Including reviews on your website can be a key factor in convincing customers to click that buy button or visit your store.
5 – Optimize for mobile. In order to convert, your website needs to perform just as well on a customer’s phone as it does on their computer screen. Mobile performance is rapidly gaining importance as half of eCommerce sales are now made through mobile devices. Furthermore, nearly 60% of consumers report that being able to shop on mobile is important when considering which businesses to engage with. The statistics don’t lie; many people prefer to shop from their phones. If your website doesn’t work well on mobile devices, you’re almost certainly missing out on potential sales.
6 – Increase site speed. Page speed is essential, regardless of the device. Think about it—when was the last time you waited more than a few seconds for a page to load without becoming annoyed or leaving the page altogether? If your page takes too long to load, people will likely click off of your website before they’ve even had a chance to see it in its full glory. Page speed is crucial to your conversion rate and overall user experience. Look for different things that may be slowing your website down, like unnecessary pop-ups, videos, large files, etc., and clear up those issues ASAP.
7 – Download Webchat. Live chat is an up-and-coming communication feature that approximately 41% of customers expect to see when they land on your website, and this kind of convenience pays. A recent survey reported that live chat leads to a 48% increase in revenue per chat hour and a 40% increase in conversion rate. Podium’s Webchat has proven to be a make-or-break tool that turns websites into lead-generating machines from the landing pages alone. With Webchat, you can move conversations from desktop to mobile and you ensure that those conversations continue well after people leave your site. You can even give customers the option to pick a specific location to chat with in the case of multiple locations.
The answer to the question, “how to increase website conversion rate?” is different for every business, but offering your customers world-class contactability and convenience through the most modern method of communication is certainly a good place to start.
Tips for Marketing Your Small Business Website
Optimizing your website is just the beginning. Now, it’s time to show off what you’ve done and get your website in front of the right eyes. Here are some tips to drive more traffic.
1. Find Your Top Performing Content
There are a few ways to find your website’s top performing content. First, you can look through your analytics to see which pages have the most traffic and engagement. You can also use keyword research tools to identify what topics and keywords people are searching for the most in relation to your website or industry. Additionally, you can analyze comments, shares, or other forms of feedback on various pieces of content to get an idea of what is resonating with readers. By understanding how visitors are interacting with your content and which posts/pages generate the highest levels of engagement, you can then focus on creating more content that fits within those parameters.
2. Know Your Audience
3. Check What Your Competitors Are Doing
4. Leverage Content Marketing
5. Get Active on Social Media
6. Optimize Your Google Business Profile
7. Take Advantage of Local SEO
Get Started with Podium’s Webchat
Ready to turn website visitors into loyal customers? Podium’s Webchat has been proven to significantly contribute to conversion rate optimization, capture potential customers, and impress site visitors (especially mobile users) with its personalized feel and asynchronous convenience. With Webchat, you can generate up to 11x more inbound leads from your website. And because it’s text-based, you’ll stay connected long after they leave your site.