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Boost Your Web Site Conversion Rate to Boost Profit

Boosting conversion rate on your website.

Improving the conversion rate on your web site is your key to building a profitable digital marketing operation. Take an experimental and analytic approach to your site—try new things and measure the outcome—to optimize for high converting web pages and a site that increases your sales.

Neil Patel lists some pretty compelling web site conversion statistics:

  • You need to grab a visitor in the first 8 seconds or most will leave.
  • 96% of web page visitors come not ready to buy.
  • Landing page—more is better—the more you have the more leads you get
  • Videos can increase purchase by 144%.
  • Slow sites kill your business; each second of delay translates to 7% fewer conversions.
  • A/B testing has been proven most effective in discovering what works.

What does conversion rate mean?

Your web site’s conversion rate is calculated by dividing the number of people who take an action by the number of people who visit your site. A conversion is defined as a person taking a desired action, which could mean signing up for something, downloading something, or buying something.

Obviously, the higher your conversion rate, the more you will sell, and greater your revenue. Focusing on making every page of your site contribute to conversion should be your top priority.

Don’t send visitors to your home page

If you send everyone to your home page, you are sending the same generic message to every visitor. Not all customers are the same, have the same interests, or want the same things. And if you are selling more than one product, sending them to your home page makes visitors to have to work to find what they want. Furthermore, home pages function as more of a general welcome to your site, your company, and your brand. They are rarely optimized for selling. They are rarely high converting page.

It is better to create finely targeted, sales-oriented landing pages. There’s no limit to the number of landing pages you can create. You can create landing pages for each product, for seasonal specials, for a current need driver, and any number of focused custom messages.

Furthermore, you can experiment to your hearts content—something that is critical for discovering what works best. Having multiple home pages is not practical or advisable, limiting you to a single static message.

Landing pages are sometimes called squeeze pages, because they squeeze visitors along a specific path to action. You must tailor your landing page to your call to action and to the message you used to draw people to visit in the first place. Indeed, you should literally match and mirror the language of the pitch, followed by a highly relevant and easy to understand pay-off.

If you are buying Google Adwords, your ad message must be mirrored on your landing page or you will be penalized. Moreover, promising something in your ad that doesn’t match what is on your landing page will confuse your visitor, likely making them click away.  Avoid distractions and resist the temptation to include other offers and other links. Google will penalize you further and your visitor will be even more confused.

Maximizing your conversion rate

Boosting your web site conversion rate is a process—there’s no magic bullet. The process, however, is not rocket science. Here are some tips for creating a high converting web page that you can use across your entire site and on key pages:

Example of a conversion rate graph
  • Be clear on the value you offer a visitor. What do they get? Why is it beneficial to them? Why do business with you? How can you offer proof and reassurances?
  • Use a call to action that has been tested and proven to work. Make sure you are clearly informing visitors on what to do and why.
  • Use graphics to convey meaning and guide visitors through your site. Design isn’t just for looks—it can direct visitors’ eyes to look at the right things and it impacts how they experience your brand.
  • Ask your customers what they think. Regularly seek feedback. What do they see on your site? What do they understand about what you are saying? Is it clear to them what they are supposed to do? What do they perceive as the benefit? Ask! The answers might sometimes surprise you, and will always help you.
  • Test all your copy, not just your calls to action. Start with headlines because initial impressions mean the most in the first seconds of a visit. Think in terms of visitor wants, needs, and pain points, not about pushing what you have to offer.
  • Use short forms. Don’t make it hard for people to take action. Ask for the minimum amount of information—you can always gather more later.
  • Optimize your layout. Test the location of your action button. Try different labels, like “buy now,” or “get started.” Vary imagery and graphics.
  • Make it clear and simple. The time your visitor takes to make a decision increases as you offer choices. Longer decision times lead to lower conversions. People are impatient and don’t have time to puzzle out your offer. Make it crystal clear and easy.
  • In other words, by increasing the number of choices, the decision time is also increased.
  • Make sure your site works on mobile. Test every detail on mobile devices to make sure the experience is as smooth on a phone as on a desktop.

People new to digital marketing sometimes obsess about the wrong things on a web site. When you design a page, don’t think about what you like or what you want, think like a customer and test. That is the only way to get past what you think will work to find what you know will work on a high converting web page.

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