While it is always nice to have steady traffic to a website, conversions are needed to see growth. They determine the success of the business. Conversions don’t necessarily mean sales. A visitor may sign up for a newsletter or complete a contact form. How can a company increase conversions?
Read also What Are the First Steps in Conversion Optimization?
Table of Contents
Know the Target Audience
A conversion-driven business website speaks to the target audience. It understands what this audience wants and works to provide that. Market research helps the business determine the audience and their pain points. With this information, website content can be tailored to address the pain points and resonate with the audience. When it does, visitors are encouraged to convert.
Create an Outstanding User Experience
Visitors won’t remain on a site if they find it difficult to navigate. The website must load quickly and have a clean layout so they can easily find what they want. In addition, it needs to work on mobile devices the same way it does on laptops and desktops so the user has a seamless experience when they move between devices. If the website meets these criteria, the user will stick around to explore what the company offers, and they are more inclined to convert.
Relevant Content
When visitors arrive on a site, they want information relevant to their search. They are trying to learn more about a product or service, and the site needs to provide that information. Compelling product descriptions are needed, and blog posts must be filled with information they cannot find elsewhere. Include relevant keywords in this content so search engines can find and share the site with their users. Search engine optimization efforts will bring organic traffic to the site.
Calls-to-Actions
Calls to action let visitors know what to do next. A clear and concise CTA will drive website conversions. Action verbs provide better results, and the CTAs should share the benefits of taking the recommended action. Place CTA buttons throughout the website so the visitor can take action immediately without searching for where to move forward with the next step.
Social Proof
Online reviews and testimonials work as word-of-mouth advertising did in the past. Consumers want to know what others think of a product or service before making a purchase, and social proof on the website can encourage them to convert. Testimonials and reviews are two ways to provide this proof, but a company might also want to include case studies and ratings. All build credibility and trust.
A/B Testing
Companies should use A/B testing to determine which webpage versions provide the best results and which need improvement. The company may test every element on the page to see what works and what doesn’t. They may also use A/B testing to compare pricing strategies and learn which approach leads to more conversions. A/B testing should be ongoing as consumer preferences change over time. These data-driven insights ensure the company is providing what the target audience wants.
Conversion Metrics
A company must determine which conversion metrics are essential and track them to see if its strategies are working. Conversion metrics must be continuously monitored and analyzed for the best results. Tools are available for this purpose, so companies only need to choose which metrics to track. Conversion rates are only one metric that should be considered. This data provides valuable information about where improvements are required.
A holistic approach is needed to increase website conversions. One strategy won’t produce the desired results. In addition, the process must be ongoing as consumer preferences change over time. Companies must constantly work to meet the needs of their customers and drive conversions. Start today to see a boost in conversions that lead to increased revenue and business growth.
