With businesses still living through the impact of Covid-19, there’s never been a more important time to make your website work harder to gain customers, either for right now or ready for when your business re-opens.
Here are 6 ways this can be achieved.
6 ways to increase conversion rate
1. Prove your eligibility as a business
When a potential customer lands on your website, make sure it’s clear to them why you’re a trusted business. Examples include awards, accreditations, industry bodies you’re part of - find ways to present this information clearly and effectively.
Remember, not everyone will visit your homepage, so even if you have this sort of information already on there, don’t assume they’ll see this, especially if they land on deeper pages within your site. A good rule of thumb is to have these eligibility signals present on all key service and product pages.
This can be achieved via a ‘USP banner’ which sits below the main navigation of your site (and therefore exists on every page) or by adding eligibility elements within key pages, relevant to the product or service.
2. Show that others trust you
Social proof, i.e showing potential customers that others have come before them and had success with your business, is a key conversion rate influencer. The most obvious choices here are reviews and case studies. This works even better if your review source is a 3rd party tool such as Google Reviews or Trustpilot, as it adds a further element of trust that you haven’t just added these into the site yourself.
Again, these are useful to have on the homepage but finding a way to showcase them on key decision-making pages is also important for conversion rate success.
3. Make the important details stand out
A product or service page with a mountain of text to get through is not going to help anyone’s conversion rate. Don’t make the customer work hard to find the information they need - ensure product or key service pages have the most important information highlighted clearly.
4. Don’t make it difficult to get in touch
It’s become more common now for someone to answer the question ‘How are you?’ with “Busy!’.
People feel like they’re busier than ever right now. So don’t take up more of your customers precious time than you need to by providing them with long, overly complicated contact forms.
Look at your existing forms - can these be simplified? Do you really need to know the company they work at? Their location? The less complex the form, the more likely the user will get in touch.
Also, make sure you have call-to-actions linking to your contact forms or contact page clearly throughout the site. Consider adding quick-fire ways to get in touch, such as a ‘Request a callback’ option.
5. Don’t make 'thank you' the end
When you do get a potential customer to make a purchase or get in touch, don’t let your thank you message be the end of their experience. Make sure you have clear upsell elements directing users back into the site either with related products or useful articles, or even links to your social channels to continue the journey there.
6. Get smart with remarketing
Just because they didn’t convert the first time, doesn’t mean they never will. How many times have you abandoned an enquiry or purchase because of life’s many distractions?
Add a remarketing tag to your website in order to set up smart-remarketing lists, based on user behaviour. This allows you to entice those who already have brand awareness of your business, but who may not have converted, back to your site.
Using smart-retargeting you can tailor your message to the page they visited and even tailor the call to action based on their device
Thanks for reading. If you’d like to put any of these ideas in practise on your website then get in touch with our helpful web development and marketing team. We’ll help you to fine-tune your digital shopfront and get you the customers you deserve.