3 parameters to increase the conversion rate of a website
Obviously, Internet has become an essential channel for B2C & B2B companies to collect leads, close deals and get revenue.
If about 1/4 of the products and services are sold on the internet according to the FEVAD barometer, many pure players use their websites and landing pages as their only acquisition channel. No more old-fashioned canvassing, welcome to the era of inbound marketing. The real challenge is no longer just to get well known but also to convince! We will see in this article the 3 parameters on which to focus to increase the conversion of your website.
1. Get more people on your website (traffic acquisition)
It’s pretty simple: the more prospects you attract to your site or landing page, the more potential customers there will be. If we have just said that the issue is no longer just to make it known, it remains crucial for your business to generate quality traffic, qualified and that corresponds to your target, exactly as a shop should attract customers.
Geoffrey Pin, in les Echos: “Studies show that in-store sales have fallen considerably in favour of e-commerce. While Google is the gateway for any online purchase, we can already argue that SEO will become, in the coming years, the number one marketing strategy of major brands.”
Indeed, the first leverage is SEO. The key is to produce qualitative content, interesting for your targets and attract them to your website via your blog and your resources (white papers, infographics, videos, podcasts…). Relevant content will not only attract more customers, but also allow you to gain influence and credibility with this audience. In order to publish relevant content, I advise you to define 3 to 5 specific themes directly related to your business and make daily monitoring on these topics (I personally use Netvibes for that) .
This strategy is sometimes not enough and must be supported by SEA that will allow you to buy qualified traffic. I can refer you to this recent introductory article on traffic acquisition. Good news, there are many guides and tools to help you on this first parameter.
2. Become the pasha of remarketing & retargeting
Bravo! Your website generates traffic now but the most difficult remains to come. Many ghost visitors will raze the walls of your landings pages without ever revealing themselves.
Generating traffic is one thing, knowing who visits you is another thing. Customer knowledge enables you to send the right message by creating personalised joutneys, perform analysis and optimization based on profiles and, above all, recognise recurring visitors.
It is interesting, especially in the GDPR context, to analyze the importance of this step for your activity. A visitor who does not agree to provide you with any of his information (email address, telephone, etc.) will remain for you an inoperable ghost while an identified prospect is probably curious about you and will have a good chance of converting, now or later!
Have you recently started to buy online the vinyl of Despacito before changing your mind? You have created what we called an abandoned basket or transaction. In the days after, you should have seen everywhere the cover of the album. The website in question tries to make you convert this famous abandoned basket. For the sake of music and your savings, please don’t.
Well used, remarketing is a crucial step in your inbound marketing strategy, I invite you to read carefully between two cocktails on the beach this GDPR guide for SMEs. Good news is that you will find many tools to be the pasha of remarketing (And cocorico, one of the leaders is Criteo!)
3. Make your website as cool as you product
So far, we have mentioned two widely identified and known parameters. The third is too often forgotten and yet is the main parameter of conversion on your websites and landings: the experience your prospect will live. Indeed, just like in physical places (shops, bars, restaurants), the proposed experience plays a major role in the purchase decision (93% of the purchase decision depends on the design of the website according to Ecoreuil).
But when was the last time you had a really different online experience? How to get the WOW factor?
The democratization of website and landing pages creation thanks to the easy-to-use CMS available on the market (Wordpress, Wix.com, Striking.ly, etc.) has for consequence to completely dilute the WOW factor of your last creation. In a world where it is so easy to offer professional websites, how to stand out and make the difference?
Nowadays, optimization of landing pages & websites is mainly through incremental innovations that improve the experience. However, there is a more effective way out: originality!
The originality of your content will allow you to stand out and create sympathy with your audience. Whether it is by humour, by offbeat content, by setting up a strong editorial line or by creating a universe (article to follow on this subject!), you have every interest in proposing something different.
Content marketing is a thing, but what about container marketing? It is on the originality of the container that I mainly wished to dwell. Let’s break our stereotypes: (a) no, there is no point in urinating on a jellyfish burn and (b) websites are not condemned to be 2D and static media. There are indeed different technologies that make it possible to create 3D digital experiences offering much greater immersion and interactivity than before and thus increase the conversion rate of websites. The average conversion rate of a landing page is about 3%, which can increase to about 20% with the best classical optimization tools on the market and to 40 to 50% with a 3D digital experience.
Here are some examples:
Today, there are many examples of 3D websites / experiences. At Naker, we believe that these interactive & immersive digital experiences are the present and the future of conversion optimization. We help digital marketing, web development and design businesses by creating the first 3D web design tool to easily and quickly create online and VR experiences. Our mission is to democratize access to this skill as Wordpress has succeeded with the creation of classic websites and thus, make the web cool again.