According to Unbounce, only a measly 1 percent of survey participants were satisfied with their website conversion rates in 2012. Why are so many businesses unhappy with their conversion rates? There can be many different answers to that question, but the fact still remains: conversion rates need to be much better right now. Instead of dealing with your own conversion frustration woes, there is a step-by-step process that can be implemented right now by your business. And the best part? It's less than five steps!
Step 1: Accessibility Is Key
The most important step that any business must understand and always incorporate into their conversion plan is the accessibility for the user. If your users can't move around your website easily, they are going to find a competitor with a much easier user interface.
The best way to do this is through user accessibility testing beforehand as well as assigning someone to actually monitor and keep track of the optimization full-time, instead of thinking that conversion optimization is a one-off task that can be done in an afternoon and won't have to be changed in the future.
Accessibility is also important because it can affect the rank of your website on search engines, with the worst of the bunch not even being able to rank at all because the search engines can't properly crawl the pages. If a bot can't even access your website, do you think a human user will be able to?
Step 2: Be Short & Concise
It doesn't matter if you're offering free content or trying to sell a product upfront, you need to be able to be bold, concise, and short in order to grab a user's attention. If you're asking for too much information from the user (Ideally you're only looking for a name and email address at the top of the sales funnel), or if you're providing a wall of text and information, then the likelihood of a dropped sale is going to increase exponentially.
When you want to increase website conversion rates, don't think about how much you need to convince the user that you're the right choice. If they're landing on your page, they already have that mindset and just need only a little, short push into the sales funnel. Keep it short and sweet, don't ask for too much from the user and you will see a difference in conversion rates.
Step 3: Transparency Doesn't Hurt
One of the biggest hurdles when it comes to online sales and marketing is, of course, the fact that it is online and you need to make sure users actually trust doing business with you. This too can lead to a decrease in conversion rates if the user thinks you're not trustworthy enough, unfortunately. But, there are ways to change that and it is simply known as transparency.
It is starting to become a highly popularized method of better sales with both small and large businesses. Transparency honestly helps with an increase website conversion rate because it ensures that your business isn't just another online scam in the user's eyes. Some ways you can do this is:
By providing contact information front and center. This includes address, phone number, or even a P.O. box, so long as they know you're a legitimate business with an actual office.
Business blogging consistently helps with an increase website conversion rate, optimization as well as providing trust between you and the user.
When selling products, making the payment process secure and very easy to maneuver, with a clear terms of service agreement, is another way to secure trust.
These three steps should be enough to increase website conversion rates for your business, on top of consistently high quality SEO to help the website rank higher. All of this can be implemented immediately for the best results, too.
Why do you think so many businesses are normally unsatisfied with their optimization and conversion strategies?