December 15, 2017
Actionable steps to improve your web conversions
Your website requires constant optimisation, as the conversion rate will naturally decline. It is better to think of your website as a constantly evolving platform to engage your audience.
Often when we enter into Conversion Rate Optimisation (CRO) projects with clients, we see a lot of common issues that can be resolved in-house. Here we share some of the quick-wins we’ve found.
Want more organic site traffic to certain pages? Look at your websites User Journey.
If your conversion-driving pages are hidden away or stuck in irrelevant locations, then it’s highly unlikely people are going to find them (and they are much less likely to convert). One of the biggest mistakes people make is creating blog content and not showcasing it to their audience (don’t hide it off to the side of your website, make it front and centre, especially if it’s designed to help drive enquiries/sales!).
Make sure content, landing pages, and conversion pages are easily available and draw attention from your audience.
We recommend examining the user journey/flow through your website and looking for ways to improve it (making priority pages more visible, placing links to these pages on above-the-fold content, etc.).
Want to bump up your conversion rate? Look at your call to actions!
Having valuable content or offers hidden behind under-performing visuals or call to actions (CTA’s) doesn’t help drive conversions. Take a critical look at how enticing your CTA’s are by putting yourself in the customer’s shoes to identify if they would be incentivised to click through.
Often we see that a lot of marketers are too busy or generally disconnected from their audience to identify what value a call to action or visual offers to the customer.
A great solution to connecting to an audience is to talk to your sales team, they’re the ones on the front-line interacting with your customers and can tell you what matters most to them, and what will entice non-customers to convert.
Not sure if your overall tactics are working? Explore A/B testing.
If you’re really stuck in the mud with how to improve things, start A/B testing! Unbounce is a great tool for both designing landing pages, and split testing different versions (that Unbounce will automatically rotate for you, based on your settings) is easier than ever. Some of our clients don’t need to get IT/Designers involved with Unbounce and have implemented a few changes themselves.
Your A/B tests can be basic (different CTA’s) or really advanced, where you can start to explore different web copy, form fields (less is more) and track the performance of each test.