Small businesses require revenues to prosper and expand, and revenues can only be generated if you have a high conversion rate.
Your website’s conversion rate is the percentage of users you successfully convert into customers by attracting them to your product/ service/ branding to make the purchase.
Despite nailing all the SEO rules and being on top of your digital marketing game, if you aren’t able to positively influence the users, who flock to your website, to buy your product or service, you will not be able to reap the rewards of increased user traction.
1. Value Proposition
A well-composed, honest value proposition can work wonders in terms of winning over potential customers. As a small or start-up business owner, it is imperative to understand that users are not converted by a high-end aesthetics and colorful images unless these are accompanied by a promise of the deliverance of value and quality.
An ideal value proposition is a clear statement that describes why the reader needs to buy the product and how it can benefit the customer; specific benefits with quantified values. It conveys exactly how your offerings are better than your competition and briefly outlines your unique selling point (USP).
Your value proposition should be the first thing that the users come across when they visit the site so that they are hooked from the initial contact. Furthermore, the statement should be displayed on all the entry points into the website in addition to the homepage.
Lastly, the value proposition is for the ordinary people to read and not a marketing presentation therefore it should be written in simple words that are easy to understand. If the reader is unable to grasp the essence of your value proposition on the first glance, it is pointless.
2. Technical Checks
To achieve conversion optimization, you need to experiment with your content, explore new opportunities and evaluate which ones pay off so that you can permanently incorporate them in your website. For this, you can utilize A/B testing.
A/B testing is a great tool for gauging how your conversion rate can be affected by the changes on your website. It also significantly reduces the risks of experimentation and the chances of exposing your audience to something which doesn’t attract them.
A/B split test can help you determine which of the two options – old/new, two new headlines, two alternate page versions etc. – yield better results in terms of conversion. The testing software directs equal traffic to both options and assesses which option converts more users. Subsequently, you can integrate the winning option on your website.
You can also perform a detailed SEO audit to determine which factors are having a detrimental effect on your conversion rate; it can be long page load time, navigation issue, faulty links etc. Auditing is all about identifying the exact cause of people abandoning the conversion path and fixing the issue.
You may have apprehensions and misgivings about the word “audit” but SEO audit is actually beneficial for the overall functioning of your website which eventually influences the conversion rate.
3. Build Trust
Online shopping is becoming popular day by day; however, many people are still cautious when purchasing online. Trust plays a major role in terms of conversion especially for new users.
There are multiple ways to build trust; one of them is customer’s experience with your company. The importance of customer reviews can be established by the fact that 77% of the UK shoppers refer to reviews before shopping online.
You can begin acquiring reviews by requesting customers to rate your product after purchase, 70% users leave a review if asked. Include these user reviews and authentic testimonials on your website which define how the consumers benefitted by your product or service. Potential customers may be impressed by your product but still a little apprehensive; third-party reviews can function like the final nudge towards conversion.
Further trust building tactics includes:
- Mentioning a physical address of your organization to authenticate your existence to the users
- Ease of contact through functioning phone numbers and responsive email address
- A professionally designed website that channels the quality of your product
- Images and bios of the company’s employees to humanize your business
- Regularly updated website
4. Remove Distractions
If you want to convert your user, guide them through a straight line focused on making a purchase and remove any distractions that might stray them from the path of conversion.
Distractions can be anything that do not benefit the user directly in making a purchase or are irrelevant to the product being sold. Unnecessary images, big headers and ill-placed navigation links on the landing page can divert your prospect’s attention, affecting the chances of conversion.
Once you have constructed a landing page, review it to determine the elements on the page that are not value additive to the product or informative for the user, and remove them to boost the conversion rate.
Furthermore, users can also become quickly distracted if they have to navigate through unnecessary obstacles therefore keep the process simple. This brings us to our next point.
5. Employ Simplicity
Simplicity wins loyalty. Keep your website content such as product descriptions and value proposition simple yet informative. Avoid using fancy business language which may be difficult to understand for your potential customers.
Paul Graham says; “write like you talk.” More people are bound to read your content if it is written in a spoken language. For example, when deciding on what to include in the product description, imagine as if you are explaining your product and its merits to a close friend. Communicative text comes across as more personal and authentic as compared to complicated technical descriptions.
In addition to straightforward content, establish an uncomplicated route to making a purchase that can be covered in a few clicks. Guide the users, appropriately, about their next step towards conversion with discernible options. Avoid asking users to sign up for buying because this can be an immediate turn-off. However, if you are requesting a sign up, avoid including too many fields to fill in that are not immediately important.
Finally, as obvious as it may sound, consider including multiple payment options that cater to all kinds of demographics. You would not want all of your efforts to go to waste at the culmination.
There are many more ways to increase your conversion rate and majority of them revolve around keeping your user satisfied throughout the process from clicking on your website on SERP to clicking the ‘purchase’ button.