Even if a ton of visitors are making it to your website, if that traffic doesn’t convert, it’s not much use to your sales team. In this article, we go over seven of the top ways you can boost your website conversion rate.
1. Make It Easier to Convert
Conversion rates often suffer because the process is too long and complicated. Most visitors will abandon the conversion process if asks too much of them. Keep things simple by asking as little information as possible. Keeping the conversion process under 30 seconds is ideal for boosting conversion rates. Switch to asking just for a name and email, and more visitors will sign up.
2. Use Testimonials
Including testimonials from real customers on your website increases trust in your brand. Visitors are more trusting when the website has included several authentic, third-party reviews. Use your website to showcase any affiliations you have with satisfied customers, industry influencers, or other established brands to increase trust in your brand and boost conversions.
3. Create a Sales Funnel
Lacklustre conversion rates can sometimes be the result of your website asking for the sale or email too quickly in the browsing experience. This is especially true if your product is expensive or complex; visitors will require more time to commit. To accomplish this, offer value and results before asking for the sale. Consider offering a free trial or offer enough information to become a trusted advisor in your industry. Once you’ve captured their email addresses you can continue communicating and bring potential customers slowly to the point of purchase.
4. Use Strong Calls to Action
An obvious and well-crafted call to action on your website lets visitors know just what you want them to do next on every webpage. Whether it’s download a case study, read the next blog post, or fill out a survey, customers should have a clear call to action to follow. Don’t make them guess.
5. Avoid Jargon
Some websites try to bring in customers with fancy, complicated language, but in the end, it just doesn’t work to boost conversion. You want your website to be clear for the largest possible audience. The average user should be able to quickly ascertain what your brand is all about. Marketing your products or services should be like explaining your business to a close friend. Rethink your website language and try to write the same way you talk, so visitors feel more comfortable.
6. Boost Security
Throughout the conversion process, you need to eliminate the risks associated with purchasing your product or service. To start, make sure your website itself is secure so customers feel comfortable purchasing from you. If possible, add a risk-free guarantee to your product and service. Guarantees and security measures help build trust in your brand and bring customers to complete the final steps of the sales process.
7. Address Objections
Another way you can boost conversion rates is by addressing any objections potential customers might have while browsing. When people read your offer, they will inevitably have some objections or hesitations about accepting. In person, these misgivings can be uncovered and addressed easily, but online the process becomes more difficult. Instead of asking, you need to address all possible hesitations on your website. Common questions you may want to address are statements like:
- What if this product doesn’t work for me? (include testimonials from a wider variety of past users)
- What if I go with a cheaper option instead? (explain why your price point is where it is and the value your product offers, or compare it to that of the competition)
Continue this list of possible objections and find clear ways to address them on your website. If you’re having trouble imagining the customer’s thought process, add a customer survey to your website to learn more about your customers and create detailed buyer personas.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.