A website is an essential marketing tool for practically every business, though it’s you as a person who ought to be the primary one. Websites are all about numbers, some are supposed to be high, some are supposed to be low. For instance, you want a long T.O.S. and T.O.P., time-on-site and time-on-page, but a low bounce rate. You also want your website to be a plus for your business, which comes in the conversion rate metric.
The more visitors who act on a cue, be it filling out a contact form, making a purchase, or picking up the phone and calling a number, the better. Action is what you want to most influence and this can be done with compelling content, graphics, and ease of navigation. Visitors want a pleasant and welcoming experience and also expect to find the information they are searching for.
Conversion Rates Mean Business
Conversion rate, by definition, is the percentage of visitors which take action. Consumers typically visit a site many times before acting, which is to be expected under normal circumstances. They are learning about something and if the material is good enough, will build trust.
No matter how streamlined your marketing campaigns are, boosting conversions should be top of your daily to-do list. Once an advertising campaign works, companies tend to neglect testing different variables to improve their conversion rates. —Entrepreneur.com
One way to do this is to provide visitors with a good value proposition, which is clearly defines what’s in it for them and why they should do business from you instead of a competitor. Don’t use fear-mongering or use fancy, technical language; instead, spell out the benefits honestly.
Five Things that Stop Higher Conversion Rates
Low conversion rates are problematic for businesses and something consumers aren’t even aware of because it doesn’t matter to them. Fortunately, there are some things you can do to get your bounce rate down and your conversion rate up. Here are some tips:
- Pop-ups. So you’ve pulled-off the trick to get click-throughs to your site and the very first interaction is an annoying pop-up ad, which is often times insulting (that hypertext which reads, “No thanks, I like my old, ugly website design.”) It doesn’t matter what it is, pop-ups are just paltry performers, fetching a tiny .1 percent of engagement. What it adds to bounce clearly demonstrates these are gimmicks to avoid.
- Sales pitches. Visitors come to find needed information and they are necessarily in buying mode. When your blog articles contain sales pitches, it undermines credibility. Give readers what they expect and use the opportunity to build trust. Use straightforward, plain language and always explain industry terminology. By doing this, you are providing real value and visitors will see your site as credible, not a advertorial.
- Slow load time. A website that loads slowly will suffer from low conversion rates precisely because it isn’t available. A property must load within 3 seconds to be satisfactory to visitors; in fact, nearly 50 percent of visitors abandon sites that aren’t loaded within 3 seconds. What’s more, a full 79 percent of visitors will not return to a slow loading site and approximately 44 percent will tell family and friends about their poor experience, according to surveys conducted by Akamai and Gomez.com.
- No responsive design. Mobile web browsing exceeded desktop surfing in July 2014, which should not come as a surprise. Consumers are using their smartphones and tablets more than ever and expect to find company websites that are responsive to mobile devices. No matter how well a site is configured or how good the information it has, it won’t perform as well as it could if it isn’t in responsive design.
- Not being unique. Don’t be afraid to stand out and be different from your competition. Being unique and serving a niche will do quite a lot to make your brand recognizable. Write blog articles that truly explain something, like a process or a part of product. The more you separate yourself out from the pack, the more consumers will remember your site and your brand.
Here’s a bonus tip: give visitors a bit more than they expect. It’s up to you to decide, but everyone likes getting something extra. Put some real thought into it and then test it among your team members, friends, and/or family. Gauge their reaction and this will point you in the right direction.