In the technologically advanced times of today, having a good website is very important for any business. But just acquiring web presence will not add any significance to your business. Apart from featuring it on the face of the virtual world, it will not bring any benefit to you until and unless you inculcate elements in your website design, which are going to add to its conversion capabilities. Read below to increase the conversion ability of your websites.
More conversion translates to more sales and eventually into a continuous and incremental revenue stream for the business. Supposedly, you want to increase your sales volume by 40%, which can be done through investing more in advertising and by producing more content or investing into a below the line (BTL) activity as part of your marketing efforts. However, increasing your conversion rate can be a cost-saving strategy that will help in increasing sales.
Most of the times, even small tweaks in your website design makes great improvements. Here are a few things that you must do with your website to increase its conversion rate:
1. A/B testing
When you talk of conversion rate optimization, the first and most important thing to do is test your website. But let us first see what A/B testing really is?
A/B testing, also known as the Split Testing technique, allows you to increase the conversion rate of your website by testing two version of your website, simultaneously. For example. You have to choose a color theme for your website and you are confused upon two. In order to assess which color theme can work in your benefit, you will roll out two version of your website, each with a different color theme. A/B testing software will direct 50% traffic to one version of the website and the remaining 50% to the other. Since you have placed a call to action (CTA) on both the versions, you will know at the end which version performed better.
Main elements to test on your website are:
Your headline should be convincing, strong and real that promotes your product offering. According to the co-founder of the famous ad agency Ogilvy and Mather’s; “If you fail to sell your product in your headline, you have lost 80% of your marketing budget.”
You need to check if your page is laid out in the best possible way? Is the flow of information smooth and the user is able to get to the point of your webpage where you want to lead him? Navigation also plays a very important part in determining the conversion rate of your website.
Your offer and size of buttons:
your main focus should remain on what you are offering to the customer along with a look out on the size of buttons, e.g. form submission button or click to order button. Your buttons should yes, be flashy so as to gain attention but not to the extent that they start deviating your customer from the main offer. Button text should also be according to your business industry. For example, instead of “signup” you should use “join now and get access to ABC” if you are dealing in the service industry. If you are dealing in the technology industry, your button should say “demo/trial” instead of “trial/purchase.”
2. Persuasive value proposition
The primary reason your prospect will buy your product or service is your value proposition. The first thing that the user will assess from it is: “what is in for me?” or “why should I buy this product from them?” In a value proposition statement, it is crucial to uniquely define your offering in minimum words to convey the entire message clearly and quickly.
Crafting a persuasive value proposition is not enough. It should be communicated in that way to persuade users to take the actions you desire. You need to refine your entire value proposition until you can clearly and effectively articulate it in few lines only. If you are confused among more than one value proposition, the above defined A/B testing technique is here for your rescue.
3. Clarity over fancy
Clarity wins over flashiness, all the times. What if I ask you to read and comprehend this message in a minute: “business focused marketing automation and sales exceeding solution that creates a collaborated result throughout the product lifecycle.”
The first thing you are going to do after reading this will be, reading again.
In order to increase your conversion rate, it is always prescribed to not woo your target market with fancy jargons and complicated buzzwords. It just doesn’t work! Your audience will feel confused by reading at such phrases that are difficult to comprehend and will most likely lose their interest in doing business with you. Clarity is something that instantly creates a value stream for the reader, where he/she can easily understand the product and the value that they are going to derive from it. Thus, building interest and retaining it with the page’s text, allows your webpage to successfully close the deal.
These are only a few factors that contribute to increasing the conversion rate of your website. Stay tuned as I write about the remaining key factors that could contribute to the conversion rate of your website in a positive manner, in the fourth coming parts of this article.