As a business owner, the majority of your time is spent analyzing different facts and figures surrounding your company. There are so many different rates, margins, and stats that you have to contend with. Amongst all these things is your website conversion rate. This is a vital statistic that shows you how successful your website is at taking all your traffic, and getting them to do something.
A business can convert traffic in many different ways, it all depends on what your aims are. For companies that sell products online, you may want to get your traffic to make a purchase. Other businesses may just want their traffic to fill in an online form with their details, or download a copy of an ebook, etc.
Regardless of what you’re trying to make your traffic do, it’s so important that you have a high conversion rate. Otherwise, you’re just bringing in traffic and getting nothing in return. It makes all your efforts to improve web traffic completely pointless! Well, you’ll be pleased to know that improving your conversion rate can be very easy. At least, it’s easy if you follow the points in this guide and implement them right away!
Target The Right Keywords
The first thing you should do is look at the keywords your business website is targeting. Are you as specific as can be, or are you targeting more general keywords relating to your industry? This is important as the more defined and targeted your keywords are, the more relevant your traffic will be. Keywords are such a vital part of every SEO strategy so you might want to review which ones you’re using and try to focus on the most relevant ones for your business and target audience. As a quick example, imagine you run a business that makes and sells wedding cakes (random, I know, but it’s a good example to use!). Here, you might target keywords like ‘cake business’ ‘fresh cakes’ ‘wedding food’ and so on. In which case, you may attract traffic from people that aren’t necessarily looking for wedding cakes. They might just be looking for fresh cakes, click on your site, and leave because they don’t need a wedding cake. Instead, focus on keywords like ‘wedding cakes’ ‘wedding cake supplier’ ‘homemade wedding cakes’ and so on. This will draw in an audience more likely to be interested in your business, making conversion a lot easier.
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Create Dedicated Landing Pages
There are a couple of ways people will end up on your website. They may find you through organic search results, or they might click on one of your adverts and get taken to your site. It’s that second option we’re going to focus on in this point. It’s so crucial that you have a good conversion rate from any adverts you place online. Otherwise, you’re wasting a lot of money. The key is creating dedicated landing pages for people to visit when clicking an ad. They’ll get taken to a page that’s set up to help convince them to complete an action. For example, if you run an accounting company and your advert says ‘free guide to bookkeeping’ then you need a page setup that has a download link for the ebook. This means people click the advert because they’re interested in what’s offered, and they see it right away. It’s easy for them to download the ebook, and you’ll make a conversion. Compare this to if you just sent them to your homepage, it would result in a lower conversion rate. They’d have to find the link to the ebook you advertised, and would eventually give up and leave. So, landing pages are an absolute must!
Simplify Things As Much As Possible
If you make things too complex for consumers, then you’ll never convert them. Let’s say you want them to fill in a contact form, but you have endless details they need to add in, loads of boxes to check, and just too many fields for them to pay attention to. They’ll look at the form and think it looks more like an exam paper than a contact form! Consequently, they’re less likely to spend their time filling it in. On the other hand, if you make the form as simple as possible and include very few fields, then it immediately looks more appealing. They’ll see a small form that requires a couple of details, and think they may as well fill it in. You can apply this concept to a lot of other things too; just make life as simple as possible for your web traffic.
Make Them Feel Like They’re Missing Out
Let’s be real here, why would someone complete an action that doesn’t look as though it benefits them in any way? No one is going to buy a product or give you their contact information just for the fun of it. They need a genuine reason to do whatever it is you want them to do. Or else, they’ll just go about their day as normal. The secret is making them feel like they’re missing out. Make your traffic really feel as though they need that product, or they need to download your ebook, or they need to sign up to your mailing list. The easiest way to do this is by simply convincing them with the language you use. Clearly talk about how they’ll benefit from everything, and make them feel as though their life is worse without it. You could also use reviews and testimonials on the page to help with this too. By seeing how everyone else is raving about your business, it convinces consumers that they need to act fast to gain the same benefits.
Conversion rates are often underrated and hidden below the buzz surrounding web traffic. Every business seems intent on trying to get as much traffic as possible. But, what’s the point if you’re not converting anyone? A high conversion rate comes first, and then you’ll make the most out of your web traffic.