Successful internet marketing relies heavily on analyzing metrics and tweaking strategies that are dependent upon those metrics. One of the most important metrics you can view is your conversion rate.
Your conversion rate indicates the number of visitors to your site who take a desired action. Desired actions can include filling out a contact form, signing up for an email newsletter, purchasing a product, or downloading a white paper. Essentially, it’s anything beyond simply surfing your website.
Measuring conversion rate allows you to determine the effectiveness of your web pages, if you’re targeting the correct people, and if you are getting a return on investment from your marketing dollars.
So what measures can we take to dramatically improve a website conversion rate? Here are 5 actionable steps to up your company’s conversion.
Get Visual!
Visual content has a stronger impact than text based content, hands down. The reason for this is that when you offer text-based content, people are inclined to scan through for the important details, and not necessarily give that written content their full attention. It is a fast paced world and your visitors are only willing to invest so much time into educating themselves on your website.
Written content, to many, can be visually bland and unstimulating. Visual content, such as infographics and short videos, are visually stimulating, will engage your visitor fully, and can convey information clearly and in a shorter period of time. A well-made, informative, and engaging video, positioned beside a strong call to action, can have a major impact on your conversion rate.
The infographics and videos that you create should be relatively short, focused, simple to understand, and most importantly, valuable.
Read: 5 Reasons to Use Video in Your Marketing
Strategic Simplicity
When it comes to designing a website the one thing that always must be kept in mind is, “How does this affect the user experience?”. I need the experience to be simple, above everything else. The visitor needs to arrive at the site and find what they’re looking for immediately. If they have to labor through the website and work to get what they want, they will simply leave.
A clean, minimalist approach to website design with strong calls-to-action increase the opportunity for conversion.
Establish Trust
A visitor to your website is not going to reach out to you if they do not trust you. You can take advantage of the fact that you have their attention here on your website to create and build that trust.
Testimonials from satisfied clients provide evidence to your prospect that you do great work. Try to feature a minimum of six testimonials on your website.
Case studies are another tool for generating trust. You put yourself in a strong position if you can show your visitor that you have had a client with a similar need, that you offered solutions and executed them with great results.
Read: 4 Ways to Show Your Customers You Care About Them
Calls To Action
The amount of time that you have to capture visitors attention is very short. In order to take full advantage of that little bit of time, we lure the visitor with a call to action as quickly as possible. We want them to know immediately what they should do: whether it’s right away, or after they have finished researching the information on your website.
Be Honest, Humble and Transparent
We live in an age when consumers have options. Because of the internet, your prospects are able to self-educate and learn a great deal about you and your competitors before deciding who they want to contact. Modern consumers no longer tolerate the “hard sell”.
The best way to positively impact your visitors and convert them into prospects, is to be truthful, to be humble and be transparent about your services. In your writing you should be positive and solutions-oriented. You should be transparent about those solutions and about your process and under no circumstances should you over-promise and under-deliver.
Reach out to us at info@bushmarketing.ca if you would like to discuss your business, your company goals and the future of your marketing.
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