Let’s look at various strategies that can help you reach your maximum conversion rates.
1. Tailor Your Message to Your Audience
The language that you use on your website will play a large role in whether you convert. You want to speak to your audience in a fashion that they relate to. This may mean using certain words or phrases that your target audience uses. Ultimately, the copy on your website should address the pain points of your target audience. For example, if you sell knee supports, the wording on your website will certainly talk about knee pain. Still, it should also include a lack of mobility, not being able to enjoy the sports you love and, thus, a lack of fulfillment in your daily activities. The content goes beyond knee pain because knee pain is the symptom of problems in your life. The knee support relieves the symptoms and thus helps the reader meet his other needs.
Getting the copy to relate to your audience means understanding your audience. This means doing a deep dive into the demographics you are targeting. Understanding who you are selling to is the first step in maximizing your conversion rate on your website’s pages.
2. Align Content With What Users Expect
Deliver what your audience expects when they land on your website’s pages. If you have a blog about the best insurance companies for handymen, make sure the blog tackles the needs of handymen and isn’t a generalized blog about insurance. Not delivering on what people expect can lead to readers leaving the page because they didn’t get what they were looking for.
This is especially true when you are gaining traffic from organic search results. Optimizing your content with keywords people search on Google will help you get more traffic. Making sure the content that they find answers their questions and meets their search intent will improve your conversion rate. Be direct and succinct in your answers so that people find what they are looking for quickly, trust you as the expert and feel confident in clicking a link to buy.
3. Conduct A/B Tests
Take certain elements of your web pages and test them against other ideas. This might be changing the headline or changing the call to action (CTA). Test the original to the new version to see which has more conversions. Testing gives you a lot of insight into what works best. You may find that changing a headline improves the number of readers you get but does little to improve conversion rates. However, changing a CTA might dramatically affect the conversion rate. You won’t know until you test them to see what works better.
When testing, make sure to use a predetermined time frame to evaluate and test. You might say that you will give version A a week of being live and then change to version B, also giving it a week live. At the end of the week, you’ll have two different data points to compare to each other. Choose the option that gives you the most conversions moving forward.
4. Diversify Your CTAs
CTAs ask the reader to do something. The action could be signing up for a newsletter or email list, downloading a free e-book or buying your product or service directly. Creating different CTAs will help you succeed and remember to test them to see what works best.
When you diversify your CTAs, you might put them in different places on the page, use different wording to ask for the sale or implement them differently, such as using a banner ad to attract customers. You can use buttons, in-text links or banners to implement CTAs; all will work differently for your company. Think of the CTA in a real sales conversation, you may ask for the sale several times. Your web page should be no different.
5. Remove Distractions Where Possible
To maximize conversions, your CTA should be clear and all other options on the page should be limited. If your goal is to convert, then you should focus the page elements on conversion. This means reducing the number of things you ask for and limiting conflicting elements. For example, you might have a CTA to buy a hoodie. If a pop-up jumps out, asking the reader to also sign up for a newsletter, you are likely confusing the reader. They may become confused or overwhelmed and decide to leave the page.
Simplifying the layout of your web pages will help you keep the reader on track to do what you want them to do. The fewer distractions that you offer, the easier it will be for the reader to say yes to your product or service. Make it easy for them and you’ll see your conversions go up.
6. Improve Page Load Speed
When people have to wait for your page to load, they may get impatient and click out of the page and go to another search result and company. You want to give people what they are looking for quickly and succinctly. This means that your page with any images should load quickly. How long do you have to capture their attention? The maximum page load speed should be 2.5 seconds or less. The faster, the better, but anything over this amount can lose people.
Think about it this way. You have someone click to see your web page. If they don’t see it quickly, they bounce to another website. That still counts as a view but you didn’t get the chance to convert them. Make the most out of every opportunity to convert. Work with your web designer to lower page speeds and improve your conversion rates. Remember that the more people you have on your page, the better but you also want to sell them. You need to go beyond the number of viewers on the website.
7. Learn from High-converting Content
Take a look at all the pages of your website or consult with a conversion expert to look at high-performing websites that may compete with you. Look at what works for these pages. Analyze and copy what is working to improve your chances of getting a higher conversion rate. Google Analytics can help you determine which pages get the most views and conversions. This is easy to see in the Reports tab that you find on the left-hand sidebar of the platform. Look for the pages that are doing the best and then go to those pages and study them. Is your CTA in a unique place? Do you ask for the sale early on? Is the content more informational or salesy?
You can also purchase a tool, such as Hotjar, that shows you the hotspots of your content. What we mean by hotspots is the places on the page where the reader spent time or clicked through to a CTA. You may find that while people are buying from your page, they aren’t scrolling and reading beyond the top third of the page. If this is the case, you want to have a CTA before readers drop off. Understanding the readers’ patterns can be impactful in having pages that convert.
8. Prioritize Above-the-Fold Content
Above-the-fold content is the content that the readers see on your web page that is visible before they need to start scrolling. As we laid out the example in the previous section about readers not scrolling to the bottom of the content, this is a pattern for many websites. They get visitors and buyers, but people read quickly to see if they get what they need. This is why you want to prioritize the content that they first see. Not only will it entice them to stay on the page longer to keep reading, but it will also help in sales. Add a CTA above the fold and test this to see if it optimizes conversions better.
The above-the-fold content can be many things. It can be an image, an infographic or well-constructed content that grabs the readers’ attention. Create a clear CTA above the fold to make buying easy. The easier it is for the consumer to make the purchase, the more likely they are to do so if your page answers their questions quickly. This boils down to trust. When you provide concrete solutions at the very beginning, your audience builds more trust with you and is more likely to buy from you.
9. Revamp Headings and Subheadings
We talked a little about this when we spoke about A/B testing. Changing a headline to pique readers’ interests can go a long way to better-converting copy. You want headlines to be as strong as possible and get to the heart of what the readers’ intent is when clicking on your website.
Good headlines use action words. Think of drive, improve and increase as strong headline verbs. Your headlines should also include any relevant keywords so that the headline itself addresses the reader’s intent. More focused headlines tend to perform better than general ones. Do your homework and A/B test different headlines to see what has the most significant impact on your conversion rate.
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