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10 Fast Ways to Get and Improve Your Site’s Conversion Rate

10 Fast Ways to Get and Improve Your Site’s Conversion Rate

10 Fast Ways to Get and Improve Your Site’s Conversion Rate

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10 Fast Ways to Get and Improve Your Site’s Conversion Rate Conversion rate optimization is quickly becoming one of the most popular marketing tactics for 2020.

What is conversion rate optimization? The conversion rate is the percentage of people who land on your website and take the action you want them to take (fill out a form, download an e-book, make a purchase). Conversion rate optimization is simply the process of increasing that percentage by improving the design or UX of your site.

The average conversion rate, across all industries, is 2.35%, but the top 25% convert at 5.31% or higher.

Today, you will learn the top 15 tactics that will improve your conversion rates and get your website into the top 25 percentile.

1) Make Sure Your Ads Match Your Landing Page

You need to maintain strict relevance between your ads and your landing page. This means that what you offer in your ads must be exactly what you offer on your landing page.

For example, if you are running an ad that promotes a 25% off sale, that exact sale with that exact language should also be on the landing page to which you are sending potential customers.

You also want to make sure that you keep your branding the same. When I say “branding,” I’m referring not only to your tone of voice and style, but also to the colors, fonts and designs that you use.

Here’s a good example from singlegrain on creating highly converting remarketing ads:

image20

Notice how the colors and logo all match? So it’s not a surprise when you get to the landing page.

The same goes for this example – the colors, font, language and tone are the same in both the ad and the landing page:

15 Fast and Easy

The bottom line is:

Keep your design simple and don’t surprise people when they click through from the ad to your website’s landing page!

2. Write a Clearer CTA

How many times have you landed on a page with a form and a button that just said “submit” or “continue”? Did that not feel completely impersonal? Did it confuse you a little bit about why you were giving your information and what exactly you were going to be getting out of it?

If your CTA isn’t precise about what you want the user to do, you may find that you’ll have a low conversion rate on your hands. I’ve seen a clear CTA outperform a vague one every single time.

Get More Conversions

Notice how this CTA tells the potential lead exactly what they’ll get by giving their information. That’s what you want. Take a look at the language on your landing page buttons and make sure it’s specific and clear.

3. Clarify Your Product’s Value Proposition

A value proposition is the main reason why customers should buy from you.

What is a value proposition? First impressions are everything, and a value proposition immediately tells your potential customers that you’ve got exactly what they need. It’s essentially your promise to deliver great value to them via clear features and solution-oriented benefits.

This is something you need to make crystal clear on your website and it needs to have a certain sense of urgency so that your customers will feel compelled to purchase your product or service.

In this example from Acadium, potential customers (in this case, people looking for jobs) know exactly what it is they will be signing up for:

Acadium

To make sure that your value proposition works, pinpoint the benefits your customers will receive (i.e. how will your product/service make their lives better), what problem you intend to solve, and how customers will differentiate you from your competitors.

Here is the value proposition for business from the same company:

Acadium for business2

It clearly states exactly what a business would get out of working with Acadium: zero hiring fees, trained and vetted candidates, and trial before you hire.

The layout itself is also very clear with a large, bold headline that uses the word “benefits” and further description underneath.

As most people don’t actually read all your content, it’s important that it can be clearly understood just by skimming.

4. Use Content that Suits Your Specific Audience

This means that the reading and comprehension level of your content should match the people you are targeting.

Be mindful of the language or tone you are using. Your content may seem coherent and rich, but if you’re not getting conversions, perhaps your wording is overwhelming and superfluous for your target audience.

Here’s an example of the language used for a copywriting course. Not only is it targeted for beginners, but it’s also going after the younger demographic (also indicated by the simple drawing):

image23

However, this same copy (and image) would be inappropriate if you were a personal injury lawyer. People coming to a legal website like the one below are probably feeling cheated and quite dissatisfied, so the tone here is suitable for this specific audience:CRO 3-2

Keep in mind that the tone of voice, or the way that you speak/write, is not the only important element. The words and phrases you use are also important.

For example, if you are talking to doctors, refer to their “customers” as patients, not clients:CRO 3-3

If you’re working in the health insurance industry, brokers prefer to be called “advisors” or “consultants.” So make sure you understand the language and tone that your audience speaks.

You can also use a tool such as Readable to test the readability of your content:

Readable

5 Grab Their Attention with a Captivating Headline

80 cents of your dollar should be spent on the headline.

That’s what copywriter David Ogilvy said and it still holds true today. If you headline isn’t intriguing enough to encourage people to stay, it doesn’t matter how great your content is:CRO 4-1

I cannot stress this point enough. The headline is the first thing that your visitors will see – and the only thing if you don’t get it right – so you need to create an excellent first impression. That means your blog, ad, or landing page title needs to be concise, appealing, and promise something great.

Think of your headline like a movie trailer: it’s a short, concise, and exciting teaser of what’s to come. Click To Tweet

Keep in mind that you may have to write a lot of variations before you get one that works. One of Ogilvy’s most famous headlines for Rolls Royce was written 104 times before he felt it was suitable:

ogilvy-rolls-royce-ad

Source

According to Copyblogger, “master copywriter” Gene Schwartz spent an entire week on the first 50 words of a sales page.

So what makes a great headline?

6. Use Statistics

Using shocking or amazing statistics in your headline can intrigue people enough to want to hear more.

It’s no surprise that the CRO agency, Unbounce, uses this tactic as well:

CRO 4-3

If you can create original statistics, that is a bonus. You can do that with a tool like Survey Monkey.

When using statistics or numbers in your headline, keep in mind that odd numbers tend to perform better than even ones (up to a 20% higher CTR).

In addition, use numerals rather than spelling out the numbers. So in the example above, you wouldn’t write “Why Explainer Videos Increase Conversion Rates by Twenty Percent.” And even though it might pain your high school English teacher, don’t even write out the number at the beginning of the title.

  • Correct: 15 Fast and Easy Ways to Improve Your Site’s Conversion Rate
  • Incorrect: Fifteen Fast and Easy Ways to Improve Your Site’s Conversion Rate

The Cliffhanger

The cliffhanger is one of the most effective headlines and you’ve probably seen it in popular fashion and lifestyle magazines. Here’s an example from Marketing School:

CRO 4-4

To craft an effective cliffhanger, make sure that you just leave out one critical piece of information. It is usually structured by replacing one informative keyword with “this” or “that”.

Question

Most people are already using questions to create their headlines, but the key is to really understand your target audience and know what questions or problems are keeping them up at night.

Here’s an example from I Will Teach You To Be Rich that invokes a very simple question that people probably ask themselves on a daily basis:CRO 4-5

How To and Why Posts

They may be boring and common, but they still work. The key to making “how to” and “why” headlines work is to add in some intriguing specifics.

For example, this video isn’t just “how to rank for lots of keywords.” It includes several specifics that make it both more credible and more intriguing:

CRO 4-6

Consider using statistics, time, steps, etc. to make your headline very specific.

Finally, please test your headlines! Just because you think your headline is the best thing since sliced bread doesn’t mean that your customers do. Furthermore, even if you have a good headline, you should always continue improving it as it will eventually get old.

Think of what would catch the attention of your specific customer. If they’re looking to learn something, then a “how-to” might work best. Can you incorporate the question that your customers are asking into a headline? Whatever it is, it should be something that will make them want to say yes to your proposition – which is your call to action.

7. Add social proof

You can tell me all day that you’ll save me time, you’ll save me money, you’ll even double my ROI; but at the end of the day, I want a guarantee that what you’re saying is true. How do we prove that we have done or will do what we say we will do?

Social proof! This includes testimonials, badges/guarantees, affiliations, awards, and review ratings, case studies, and data and numbers.

Studies show nearly 70 percent of online consumers look at a product review prior to making a purchase.

In the examples below, you’ll see that we put the logos of clients to add legitimacy to the business. Real people have already used this service and most have been very happy with the experience.

Get More Conversions Fan Club

We also include testimonials toward the bottom of the page just for that little extra help to quell any fears the customer might have.

Get More Conversions Testimonials

8. Put up an exit-intent offer

If your visitors start to leave your page, stop them. Give your visitors additional value with discounts, contests, or special or limited time offers. This helps create a huge fear of missing out.

If you can’t get them to complete the initial action you wanted, you can at least get their information with another, less threatening offer.

Get More Conversions Intent Offer

Even if customers aren’t ready to buy, you can offer a discount if they sign up for your email list – then nurture them to purchase something later.

Install a chatbot

Get More Conversions Chatbot

Two different American Eagle chatbot experiences that provide target audiences with information and inspiration

Today, the number of users for messaging apps like WhatsApp, Slack, Skype, and their analogs is growing in leaps and bounds. Facebook Messenger alone has more than 1.3 billion monthly users. With messengers taking off, virtual chatbots that imitate conversations between humans for solving various problems are in much higher demand.

According to Sensor Tower, worldwide iOS and Android downloads of Facebook Messenger grew 5.66% from 145.3 million in Q1 2016 to 153.5M in Q1 2017.

It seems like a no brainer to start using chatbots and live chats to gather up those lost leads that don’t have time for a form fill or a phone call. People want the information they’re looking for as soon as possible with as little friction as possible. That’s what makes chatbots so great: they offer instant access to value while eliminating friction. There’s no sign-in or sign-up process, like an app or a website–and since the bot already has access to your social profile, it can personalize information for you in seconds.

9. Improve your site speed

A 1-second delay in page response can result in a 7% reduction in conversions, according to Kissmetrics. When Firefox reduced average load time by 2.2 seconds, they increased conversions by 15.4%.

So here’s what you can do: resize images with Tinypng.com, compress your site with Gzip, and install Google PageSpeed. Lastly, if all else fails, consider changing your web hosting as that may be the problem.

10. Revisit your thank you pages

Even though at this point, you’ve already captured a lead/sale/sign-up/conversion, thank you and confirmation pages are a necessary step in the funnel process. Here is why:

  1. They let the customer know that their inquiry/information has been received.
  2. If the goal of the page was to download a whitepaper or guide, this is where the download link should be.
  3. The thank-you page allows for the next steps, like a link to the homepage or social media for more information, keeping them engaged longer.
  4. It can also have other exploratory links such as “you might also be interested in these”…which might even push them toward another conversion.
Get More Conversions PR

Thank you page for a PR client

How to Set Testing Priorities

Awesome, you have your 15 tips but that’s a lot of things to test at once, and some of these changes will yield much bigger results than others. Beyond just knowing what you can test, you need to know what you should test and when.

I’ll make it simple. These four things, in this order, need to be addressed before going into smaller iterative testing: the CTA, the form, the headline, and the subhead. They’re the first things the customer will see when landing on the page, so you need to grab their attention fast and make your message clear as day. Tackle these areas first to see if you are addressing these questions:

  1. Is my CTA clear and is it offering the user something rather than asking them to do something?
  2. Is my form asking the right questions? Am I asking for personal info in the first step? If so, try a multi-step asking qualifying, non-personal questions in the first step followed by personal questions (name, phone, and email) in the second step.
  3. Is the headline stating a real UVP? (And please, “best customer service” is not a UVP. Everyone and their mother says this.) Explain to the customer how you’re saving them time or money. Back it up with stats like “Gain 60% more sales with [Software Name]”
  4. Does the subhead support the headline in greater detail? Does it support the offer and CTA on the page?

Conclusion

Always keep in mind that what may work for one landing page may not necessarily work for another. Gather the data on your customers through maps and polls, make sure your site is working at optimum speed, and then begin to question your business the way your potential customers will: “What do I get out of this and what’s so special about this product or service that I should choose you over a competitor?” The more you test, the more you’ll be able to find those quick wins that work the best for your business regardless of the best practices of conversion rate optimization. Happy testing!

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