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The average conversion rate for a landing page is only 2.35%. However, the best pages are converting at over 10%. How can you increase your site’s conversion rate in 2019?
A conversion is when a visitor to your website takes an action that you want them to take. This could be a sale, signing up to a newsletter, adding something to a wishlist, sharing something on social media, or any other KPI your company is trying to meet.
The conversion rate is the number of visitors completing your desired action, divided by your total number of visitors. For instance, you have 100 visitors. Five of these visitors signed up for your newsletter, making your conversion rate 5%. This conversion rate is 2.35% for most websites… what is yours? And what would you like it to be?
CRO is the act of improving your conversion rate. Many elements can influence whether your online user converts or not. Identifying what works and what doesn't can really improve your user experiences, and in turn, boost your online sales. Our friends at Synapse Search have created an eBook with some great information on why CRO makes a big difference.
How do you optimise your conversion rate?
Start by clarifying your goals.
What do you want your website to achieve?
What is your conversion?
What do you want people to do while they are on your site?
Now, ask yourself about your visitors.
Why are they on your site?
Are they wanting information?
Are they wanting to buy something?
What problem do they need solved?
Now that you know your company and your customer goals, you can start working towards achieving these. you can start taking steps to make it happen.
If you get 100 visitors on your site each day but only a tiny percentage are converting, you need to figure out what people are doing and why they aren’t converting.
Heatmaps are a great way to see what your users actually do on your site. You can see where they click, what they can’t find, if your site has lots of user-unfriendly aspects (such as people clicking on an element that isn’t linked ), competing calls to action that diffuse the users, or a lack of interest in what you actually want them to pay attention to.
Each landing page you create should have a clear content focus and outcome that is trying to be achieved. A great landing page doesn’t confuse you- it simply offers one action- to convert.
There should be no distractions, and each section should point users to the main event (which is generally called a call-to-action / CTA) - signing up, asking for more information.
The beauty of heatmaps is that give you a lot of information, however sometimes it can be hard to know what to do with all this data. However, go back to your goal - what are you wanting your customers to do? If they are clicking on links that are not adding value, simply remove those links. If they are paying attention to a part of the site that’s hard to find, make it easy to find.
You should also be able to identify bottlenecks or elements that are stopping your customers from completing their action. When you see that users are dropping off from your site, you should be trying to pinpoint WHY. If your site isn’t mobile friendly, users may abandon your cart due to the poor experience. There are plenty of barriers that can stop your users from converting and as a website owner you want to minimise these as much as possible. Even simple things such as a ensuring your site has an ‘about us’ page can boost your conversion rates this will add legitimacy and inspire trust in online buyers. As a website owner, you want to try and convert users in as few clicks as possible, by making the conversion funnel simple with all pages being simple to use and in predictable places.
If you can, ask people what they couldn’t find or what they need to complete the sale. This will help you to fill in the gaps in your understanding and you streamline your process.
A/B testing is an extremely useful tool for conversion optimisation and is where you develop multiple page or element variations and test each variation to see which is most effective. For instance, simply changing the colour or shape of a button can increase conversion rates by a staggering amount. There’s a science behind button colours and by using A/B testing you can find this out for yourself.
Other items you could test is the location of your primary call to action to make it easier to find- on the top half on the front page rather than having to scroll.
The best place to start is by creating a hypothesis and then test against this. For example, by changing my CTA button from green to red, I can increase conversions by .8%. Then, launch your test and expose half of your visitors to one button colour, and the other half to the other. Through this simple but effective testing method, you can identify what users prefer and what button colour works best for your platform.
Now that you’ve made changes, you’ll be able to start seeing the results. However, don’t stop there- keep on working, making changes, improving and tweaking your site. There are professionals to help with this too, if you’d rather be doing something else. Internetrix have a team of User Experience experts so give us a call if you have further questions on CRO or want to get started on improving your website..