Whenever someone visits your site, you only have a short window of opportunity to appeal to them.
These days potential customers are constantly on the go, and if they can’t get what they want when they want, they’re very quick to turn away, denying you the opportunity to turn them into a conversion.
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According to E-Consultancy, 9 out of 10 businesses believe that conversation rate optimization has become a crucial part of their digital marketing strategies – and this doesn’t look like it’s slowing down any time soon. The ability to achieve business goals has never been so dependent on conversion optimization, so we’ve compiled a list of tips you can start implementing today!
1. There’s Significant Value in Relevant Copy
It’s no secret how important relevant copy is to your website. On your landing pages however, this concept is even more essential and yet very overlooked by many companies. Appropriate content on your landing pages that grabs the user’s attention can make all the difference between those that stay, and those that leave your site.
Consider where you want the users to go from your landing page and use relevant copy to point them in that direction. Potential customers who make the right decisions will most likely turn into conversations, so shift your focus to optimizing decisions and don’t waste the user’s time.
Relevance, however, means nothing if you’re not speaking your user’s language. Your landing page copy needs to provide adequate information about your product or what services you offer in a way potential customers can understand. Be sure to build trust and credibility through the site with client testimonials so your copy is more than relevant, but honest as well.
2. Small Tweaks can produce HUGE Results
As a business owner, it can be easy to get caught up in thinking only the big website changes will make a difference to your conversation rates. But, this isn’t true – minor changes can produce significant results, too! The basics, such as increasing font size of your copy to make the information easier to read for users can result in a large conversion rate increase.
When time is an affecting factor for many websites that don’t bring in good conversation rates, small tweaks such as these can be very convenient. This article provides a few simple, real-life studies that prove how effective the minor changes can be.
3. Have Effective Calls-To-Action
Every operative website needs a call to action that is precise, effective and recognizable. Contrary to many beliefs, a call to action isn’t just limited to an e-commerce site. If your website has an objective – and it should – it needs to have a call to action. It doesn’t have to be complex or asking user to buy a product, it can be something as simple as signing up for a free newsletter or filling out a contact form.
Without a call to action, the website cannot provide any focus or direction for its users. This makes it near impossible to measure your site’s success. Before you decide what call to action works best for your website, you need to recognize the objective and needs of your site. Consider what the user will get out completing the call to action – what’s in it for them?
Call to actions should be short and sweet and be on every web page. It’s important to keep the focus however, and don’t load too many and overwhelm the user. The right positioning, bold print, white space and active language will be your best friend when deciding upon your call to action.
4. Don’t Discount the Importance of Design
Fresh, enticing and relevant content is essential to a successful website because it gives your potential customer the information they need. The design on the other hand, is responsible for ensuring that potential visitor will actually want to come back! A well (or poorly) designed web page will make or break a user’s experience and in this case – first impressions do count.
Clear navigation is imperative to a positive user experience and should flow naturally. Incorporate your brands’ colours throughout the site, but be careful not to overdo it. Font should be clear and easy to read and copy should be a mix of photos, text and multimedia.
5. Keep Your Headings Short and Sweet
Using headings and small extracts to create a sense of mystery on your website adds an element of interest – and it’s this interest that gets people wanting to read more. Headings that scream TMI (too much information) can actually backfire, so be careful of giving too much away too soon.
Headings that are short and clear tend to provide much more power than one that is long-winded. Undoubtedly, your customers are busy and thus, attention spans are lower than ever. This means you only have a limited amount of time to entice them to keep reading. Rule of thumb is, stick to 8-10 words (65 characters or less) and make sure to incorporate your relevant keyword.
6. Cut out Distractions
If there’s too much happening on your web pages, users are more likely going to get fed up or anxious with the amount of expectations and action verbs. While you do want to provide enough information for them, you have to find a good right balance.
If there are more than three calls to actions, users can easily get confused about what you’re asking of them. Almost always, this will cause people to leave the page and unlikely to return. Too many distractions on the page will steer potential customers away from you message, so keeping everything short and sweet is ideal. Ensure to set aside schedule time every month to allow yourself the opportunity of removing anything that may be distracting your visitors.