How to increase your website conversion rate
Traffic is crucial for any website, not only because it allows your content to reach a higher and more diverse audience, but also because when done right, you can increase the profitability of that site and the conversion rate.
One of the biggest problems websites are facing today is a passive audience that doesn’t get actively involved: whether it’s clicking on ads, filling their cart with products or hiring specific services, they are just not that interested. In fact, according to the new Global Web Index Commerce Flagship Report, only 55% of users actually purchase digital content, so clearly something isn’t working.
There’s lots of possible reasons to explain this lack of interest, some of which we’ll tackle today in this article. Discover how to increase your website conversion rate with 5 simple tips:
1. Choose a simple layout
A MarketingExperiments webinar in 2014 from MECLabs did extensive research on whether the number of columns on a web page alter its performance, and actually came to discover that one-column-websites gets an incredible 681% increase in conversions compared to two-column-websites.
If you’re wondering why this is, according to the study one-column-layout-websites offer less distractions, the content is more streamlined, the users don’t get confused and overwhelmed with information and there’s a more linear eye-path, which eventually leads to a better user experience.
2. Less fields, more guarantees
According to the founder of AudienceBloom and marketing expert, Jayson DeMers, subscriptions need to be clear and brief. When opt-in forms are too extensive or ask for a lot of information, users lose interest and might just leave the site without subscribing, something you definitely don’t want.
Also, he recommends avoiding complicated refund policies, since that also might reduce your sales, because users don’t want to risk losing money or buying something that isn’t actually useful. A no-questions-asked refund policy is a very good choice.
3. Place conversion elements above the fold
Although you don’t want to overwhelm your users with an excessive amount of conversion elements on your website, placing opt-boxes and other conversion elements above the fold instead of placing them lower have achieved the bests results.
4. Create specific, targeted landing pages for your products
Landing pages created specifically to sell a product tend to have better reach and optimal conversion rates than, say, directing your audience to your home page. If you use Google AdWords or pay per click ads (PPC), make sure you send users to your specific landing pages.
5. Place call-to-action on every content page
You might think adding a call-to-action on every content page on your website can be annoying to users, but the fact is that users like to know what to do next, to be guided through your site. And yet, a 2013 study from Small Business Trends suggests that 80% of small businesses lack this particular feature, something you absolutely need to start taking advantage of.
Some examples of calls-to-action to consider are a subscription to a newsletter, viewing a product demo, free downloadable information (ebooks, music, white papers…) or some kind of discount or special offer.
Turning your passive audience into a more active one relies mostly on the user experience, something no company, however small, should overlook. There’s a very real opportunity of turning an interesting profit out of your website, but in order to achieve that, you need to pamper your clients. Interesting to see that some things simply don’t change, huh?