When you first set up a business website, initially, it's enough of a thrill just to get people there, looking at your work, and talking about it. It's exciting to see your web visits keep going up and up and know that your content marketing and SEO campaigns are, in fact, doing their jobs and getting people to check out your site.
Unfortunately, after a couple months of this, a harder reality will start setting in: Getting plenty of visitors is all well and good, but if none of them are going on to actually buy anything, you're not actually making any money off your website. In fact, you're ultimately losing money on it.
Now, for the record, the outreach potential of a website often makes it worth having one even if it doesn't turn a profit directly. Never-the-less, you would still prefer to have people buying stuff from your website rather than just leeching content. That's why it's so crucial to increase your website conversion rate.
What Is Your Website Conversion Rate?
The website conversion rate is simply how many visitors to your website go on to become leads, and how many of those go on to become customers. As the very top of the “sales funnel,” your website is going to bring in a lot of visitors, many of whom simply aren't going to be interested in buying. Conversion is how you start to sort out the quality leads from the looky-loos.
Remember: having a lot of leads is nice, but having quality leads is even better. Ideally, you want to maximize the number of likely customers who go into your lead database, while ignoring the ones who would just waste your sales team's time.
How Do You Increase Your Website Conversion Rate?
This is one of those things that's easy to describe in theory, but can be complex enough that you may want to consider hiring an Internet marketing agency to help you out. Professionals have a lot of experience, as well as access to high-level statistical tools you may not be able to afford.
Either way, here are a few tips for increasing website conversion rates!
1. Quality content brings quality leads. Before even thinking about landing pages and calls to action, look at your website content itself. Is it interesting? Does it make people want to engage? Do you get discussions going on your forum spaces? The winnowing process begins here. If you have good content, you're going to bring more good leads in to see what you have to say.
2. Optimize your Calls-to-Action. Your CTA buttons should be bright, distinct, and eye-grabbing. Anyone visiting your pages should have one or two CTAs within their view almost instantly, with blurbs that emphasize what they will get out of expanding their relationship with you. Your CTA text should always be an action word: “Click here” or “Discover” or “Optimize” or something along those lines, so it's clear that you're offering something that will help THEM... if only they make the click.
3. Create mean, lean landing pages. Your landing pages should be stripped of everything that isn't directly about making customers fill out the form with their personal information. The headline should be short, snappy, and to the point, while still leading off with an action word. The body content should be matter-of-fact, not hyperbolistic, and simply lay out the offer. The visitor gets a free demo, in exchange for their email and a couple bits of information about their job. Pictures and videos can often do a lot to boost website conversion rates here.
That's the basics: Good content creation, and create CTA offers that directly help or engage the visitor and show them how they can benefit from working with you.
Keep it down to these essentials, and you'll increase your website conversion rates quickly!