Increase Your Website Conversions

The aim of this blog is simple: to give you effective, actionable tips that will help to increase your website conversions and turn those visitors into customers.

Before we get started, this blog is exclusively tailored at converting website visitors, however, it is important not to lose sight of all those other customer touchpoints that are responsible for driving users to your website in the first place. In this article, we will mention the customer journey a lot - and for many businesses and users, that journey starts well before they even land on the website.

Your website isn’t just ‘a’ conversion tool - it is ‘THE’ conversion tool, with the ultimate goal being to guide the movements of users from the landing page through your conversion funnel and towards a purchase.

We don’t just mean making money - that is obvious. By this we mean what are the goals of your website and what is the intention of each page on your website? Some examples include informing the customer of your business, introducing them to your company vision and your team, sharing testimonials, and selling them your product or service.

When you know what the intention behind each webpage is, you can start to craft more compelling and effective copy to meet that goal.

This is a backend focal point, bringing you back to the numbers at the centre of your website metrics. This is the part where you need to know what your target number of website visitors is, how many link clicks you are striving towards achieving, and how many conversions you want to see very month. Once you start tracking this information and setting targets, you will see patterns and be able to focus your energy on the performance of certain CTA buttons or webpages according to user movement and customer demand.

Another data one - this time looking at who is visiting your website, when they are visiting, how long they are staying on your website, and where they have come from. This information will help you to understand who your ads and posts are reaching and what kind of problems they are seeking solutions to. The more you can learn about your website visitors, the more able you are to tailor your site and frame the customer journey towards serving them - and this will ultimately increase your conversion rate.

They say you shouldn’t try to reinvent the wheel, and this has never been truer than in the case of website conversion. If a competitor has a strategy which is working and is enticing your ideal customer base, take their lead and adjust their strategy to fit your own business. By understanding their strengths and weaknesses you can tailor your messaging to slot into the gaps that they miss - using marketing and ads to capture the users who are researching and pitting you against each other in industry analysis.

The number one thing you need in order to convert users into customers is a value proposition. This should be at the heart of every communication and piece of text on your website - constantly driving the user towards understanding the value in your product and letting them know exactly how it will solve a problem that they have.

When you know and use your value proposition in the formation of your website and other touchpoints, you will see conversion increase; primarily because you are putting the customer’s needs at the centre of your messaging.

Web designers - this is one for you. It is rare to get the design and copy on your critical webpages spot on first time, and so you will likely find that as you assess the conversion rate of your website, you will need to adjust and change the design and copy according to customer responses. Use the data to see how users react to different webpages, understand where they are spending the most time and which CTA buttons are attracting them, and then change up your design according to their movements.

This is also where a responsive website design becomes important, presenting your website differently across a range of different devices. Make sure that, when you design your website, you have a full handle on the design of the site across every possible device - changing the size of images, the placement of text, and the presentation of CTAs according to the device.

The most attractive website in the world will only convert if the copy is enticing and effective. The purpose of sales copy is not to flirt with the user and hint at the value of your product, but rather to directly let them know what the product is and why they need it. Be personal and persuasive in your sales copy, putting yourself in the shoes of the ideal customer to understand exactly what information they need to get from your website in order to continue through the conversion process.

Remember, design is always there to support the sales copy and the main sell - design will never sell on its own.

From testimonials to product information, company information and the shopping basket, users need to be able to navigate your website seamlessly if you want to enjoy an increase in conversion. This means testing every possible customer journey thoroughly and frequently to identify any sticking points, focussing on the menu tools and placement of buttons, and creating a joined-up and consistent design across the entire site.

When you get all of these factors right and start seeing your website through the eyes of your ideal customer, you have the power to increase conversion ten-fold. For support in getting your conversion overhaul off the ground, get in touch with us.