There are different stages of wooing customers. It typically begins with inviting window shoppers inside and then persuading them to buy something. While this depicts a brick-and-mortar store scenario, we can say the same for online consumers. Just as visitors in your store are not customers until they buy something, visitors on your website remain visitors until they convert into customers.
In digital marketing, a successful conversion means a web visitor has graduated to a patron who solicits goods and services from your business. A conversion may include making a purchase, clicking an ad, filling out a form, or signing up for a newsletter. So, web visitors convert once they proceed with desired actions. Conversion rate, a key metric in digital marketing, helps determine how many visitors convert to customers. Depending on your conversion goals, it is advisable to track conversion monthly until you see significant improvement.
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Why Are Conversion Rates Important?
Monitoring conversions is integral to business development. Digital marketing promotes your products and services with the hope of attracting target audiences and generating revenue for your business. Conversion rates help track the success or failure of digital marketing channels. It shows you how many people are interested in your product or service. Poor conversion rates indicate your website does not convert enough visitors to customers, and this will ultimately affect revenue generation.
You calculate conversion rates by dividing the number of converted web users (those who showed an interest in your product or service) by the total number of web visitors. The result is your conversion rate percentage. According to Ranktracker, most websites have an average conversion rate of about 2.35% while the best-performing ones boast an impressive 11%. Anything below average is a cause for concern.
Whether your conversion rates are impressive, average, or low, you can still make suitable adjustments to boost conversions, given that you have several optimization plans from which to choose. However, improving your conversion metric requires strategic planning; identifying the most productive methods, and implementing them in the right manner.
9 Top Ways to Increase Conversion Rates
Conversation rates are vital in the realm of digital marketing. They reveal your level of influence on web visitors and often determine the trajectory of sales. If you would like to increase your conversion rates, here are nine effective ways to go about the process:
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1. Increase Web Traffic
Web traffic refers to the volume of web users that visit your website. Before visitors can become customers, they must first find their way to your website. The more people visit your website, the higher their chances of patronizing your business. Consequently, generating web traffic is a prerequisite to conversion.
Fortunately, there are several methods of generating web traffic. From paid ads to organic traffic, you may attract visitors to your website depending on your specific needs or preferences. However, organic web traffic is the most rewarding source of web visitors, which, according to SEO Inc, accounts for about 53% of all web traffic. You can monitor online traffic by leveraging web tools like Google Analytics and Arhefs. These help diagnose deficiencies in your web traffic.
While there are different ways to fix a drop in web traffic, stepping up your SEO practices takes the top spot. You gain higher visibility and better conversion rates by optimizing your web content for search engine relevance.
2. Improve Web Design
Although visitors abandon websites for many reasons, most of them are web design related. Web design can make or break digital marketing because it is the bedrock of user interface and user experience. Improving your web design is an effective strategy to convert visitors. It makes your website more appealing and easily navigable. As a result, you might want to consider redesigning your website to boost conversion rates.
One particularly frustrating aspect of poor website design is when web pages load slowly. Visitors feel frustrated when this happens and will most likely abandon your website. A source reveals that slow loading speed discourages about 70% of consumers from patronizing businesses online. Ensure your site is designed in a way that generates faster responses to user requests to avoid increased bounce rates.
A seamless user experience is one of the goals of quality web design. You want users to enjoy the design you have created for them, aesthetically and functionally. When web visitors don’t get this, there’s a good chance they won’t stay long enough.
3. Reduce Cognitive Load
Cognitive load is the amount of mental effort required to process information. It bears the same effects as running too many programs on a computer; the higher the load, the less efficient its processing capacity. Similarly, putting too much load on web users strains their processing capacity. This often leads to analysis paralysis, where indecision results from overthinking.
Avoid overwhelming visitors with too many options, processes, or information. For instance, having too many fields to fill in a form will mostly discourage potential customers from proceeding. Consider prioritizing ease and clarity. Your website shouldn’t be a burden to the people you are hoping to persuade. However, this is no excuse for a scanty website. Just be as exhaustive as necessary without needless hassle.
You can reduce cognitive load for visitors by decluttering your web design, shortening some processes like sign-ups and registration, grouping related elements, or improving content readability. Have desired actions in mind for web visitors and guide them toward these actions as effortlessly as possible.
4. Offer Guidance
Like a diligent and thoughtful home-owner hosting first-time visitors, assist web visitors by showing them around your website. Through effective web design, you can help users better navigate your website. A visitor feeling lost might be more concerned about escaping back to familiar territory than exploring your site. Simplify how people may search for and discover products and relevant information.
Incorporate cues for better navigation into your web design so your visitors feel catered. For instance, using an auto-complete feature or search filters improves searches by streamlining results for web visitors. Additionally, calls-to-action (CTAs) play a significant role in guiding visitors toward desired undertakings. Have strong and clear CTAs throughout your website so visitors can identify available options and narrow down on what they are required to do.
A live chat feature may also be helpful. Some visitors don’t convert due to unclarity or pressing concerns about your services. Having real-time support provides a means of communicating these issues and receiving assistance. This improves user experience and drives conversion.
5. Build Trust
Since eCommerce hardly allows for up-close scrutiny like face-to-face transactions, consumers refer to other methods of due diligence. These include verifying online reviews and testimonials, as well as social media proofing. Additionally, it becomes your responsibility to provide reasons to trust your business.
Positive reviews and testimonials are great ways of converting visitors because consumers generally prefer the testimonies of other consumers. They trust such reviews better than other forms of digital marketing which often seem exaggerated. You can also add links to your social media accounts so web visitors can find out more about your business.
Additionally, personnel photographs can also make your brand more relatable. Consider adding pictures of yourself, other partners, employees, and even the actual store/office to your website. Visitors will feel less apprehensive about your business when you unveil the faces behind the brand.
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6. Monitor the Competition
As mentioned earlier, some businesses record an 11% conversion rate. Monitoring such brands and their digital marketing strategies might greatly benefit your business. Leveraging their strengths and weaknesses, inch closer to their figures until you surpass them. However, rather than merely imitating the competition, make it a learning process.
To begin with, identify the issues common to your industry and investigate how your competitors handle them. For instance, eCommerce websites tend to suffer from shopping cart abandonment. By paying close attention to the competition’s response, you might learn how to address it appropriately. Apart from commonplace issues, a competitive analysis can also help solve peculiar problems. You could get inspiration to modify certain web features in your website’s design and functionality.
Tools like Owler are effective for competitor analysis and tracking industry trends. Remember, you are not just trying to learn from their strengths, you are also capitalizing on their weaknesses by making yourself the more attractive option to web visitors.
7. Incentivize Desired Actions
Incentives are great for motivating engagement. When asked to perform certain actions, many people instinctively think “what’s in it for me?” Knowing they stand to gain or lose something, as the case may be, could be the extra nudge your visitors need to commit.
When you think of incentives, discounts and other promotional offers come to mind. However, it is best to consider incentives under three broad categories; price, scarcity, and urgency. For price-based incentives, lure visitors in with the promise of price cuts and other monetary benefits like getting two items for the price of one. Scarcity-based incentives emphasize limited supply and encourage the visitor to take the required action before others do.
Urgency-based incentives rely on using subtle pressure to persuade web visitors. This method relies on time-based factors like deadlines to motivate web visitors to act immediately. For instance, limited offers compel visitors to take action within a given period. Exploit any of these categories and reward your visitors for their engagement.
8. Offer Varieties
Variety, they say, is the spice of life. If you hope to attract a diverse group of visitors, be prepared to provide variety, particularly in payment and shipment options. Multiple offers translate to convenience for your visitors. It also means you can cater to a larger audience with various preferences.
Although you may not offer every available payment method, having a wide range makes your online store more appealing to a larger demographic. Supplement more popular payment plans with other options so the smaller demographic doesn’t feel marginalized. Additionally, having multiple shipping options encourages visitors to complete the checkout process.
International shipping and diversified payment plans are a must for expanding your business. They create a better shopping experience and encourage conversion across borders. Global recognition increases visibility, making your brand a household name in addition to increased revenue.
9. Test Strategies Before Implementing
While all the outlined strategies are great, not all might be the best for your business. One of the safest ways to avoid following trends blindly is by testing. Before fully embracing suggestions, consider their relevance to your situation. If you’re indecisive, put them to the test and see if they improve your plight.
One such evaluation is A/B testing. It pits two different digital marketing scenarios, A and B, against each other to determine the most productive technique. It could be a hypothesis versus your current website or two hypotheses up against each other. Another great thing about A/B testing is that it can be used to evaluate several marketing strategies. This allows you to decide based on results rather than assumptions.
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However, it is advisable to occasionally look beyond initial testing results because some strategies are beneficial in the long run. Additionally, while some may seem negative on the surface, they could have significant benefits. For instance, a strategy may initially earn you less money while improving conversion rates. Before hastily scrapping it, run more tests and explore other factors that can help create a balance.
Increasing conversion rates is a non-negligible part of digital marketing. The more web visitors you convert, the more revenue and visibility you generate for your business. However, low conversion rates shouldn’t scare you too much because there are several ways to boost them.
Although the strategies highlighted on this page are reliable, there is hardly a one-size-fits-all approach to optimizing conversion rates. The key is understanding your business and deciding which techniques resonate with your target audience and work best for you. If you’re unsure of how to proceed, consider getting in touch with a credible digital marketing agency so you may get the ball rolling.