BOOST YOUR BUSINESS’S CONVERSIONS ONLINE
SEO, keywords, and traffic to your site all matter. Yet, what matters most to businesses is getting their customers to act once they have visited their site. Indeed, these actions may be making a purchase, booking a consultation, subscribing to a newsletter, or even downloading a free guide. However, no matter what the end result, getting customers to make such an action can be a real challenge. The good news is you can get some practical tactics for increasing your business’s conversion rate online in my post below.
Inspire confidence
Don’t assume that decision-making is an easy process for the people that you attract to your site. After all, choosing to perform an action online still comes with a fair amount of doubt and worry for most.
The good news is you can help solve such a problem by showing your business to be as trustworthy as possible. In particular, you can do this by providing independent proof that you can deliver on what you promise and that you will live up to your world.
Happily, you no longer have to display copy and pasted testimonials on your site either. Instead, choose to embed your score for objective sites like Trustpilot that provide unquestionable proof that shopping or taking any other action with you is a good idea.
Great journeys begin with a single step
Indeed, this is never so true as when it comes to conversions. The reason is that we humans are, at heart, simple beings. This is something that means if you make the initial stages of the conversion process too difficult, it will only act as obstacles that prevent your business from achieving its goals.
With that in mind, it's far better to start off simple by taking an email address for example rather than make them fill out a long registration form. Then you have a lead you can follow up at a later date, rather than putting the site visitor off altogether.
Make any action as easy as possible
While changing the information that a site visitor has to fill in from a whole form to a single email address can work wonders, for some even this easier action will still act as a barrier to completing the conversion action.
However, by allowing third-party log registrations and logins on your site, you can sail past this problem with ease. Indeed, alternative log-ins such as the ones offered by Facebook, or Google make taking the conversion action fast, and easy and so can help more visitors perform in line with your goals when visiting your site.
Improve your calls to action
It has long been known that site visitors need to be prompted to take a particular action. What this means is, instead of just listing the features or benefits of your product you have to include a specific phrase that calls them to act. This is what is known as a call to action, and it is one of the most valuable tools you have at your disposal for boosting conversion rates.
However, devising effective calls to action can be tricky. It used to be the case that any statement instructing visitors to act would do such as 'sign up here, or buy now.' However, current research suggests that there is more psychological subtlety at play here, and phrases that begin with a positive affirmation, or statement of intent may be more useful. For example "Yes, I want to sign up now.'
Of course, getting things just right for your target audience can be tricky. Therefore, just like you would use an SEO expert to help you with your SERPS placement, why not find a conversion rate optimization agency to help you get visitors to your site to perform the actions that you want? Indeed, an expert will have a much better grasp of the psychological dynamics involved and will be able to effectively integrate this into your website design, something that will give your business the best chance of improving in this area.
Reassurance matters
In a real-world store, there are assistants to help customers make buying decisions and reassure them that their doubts about their actions are unfounded. However, there is no such encouragement for those online. Until the advent of live chat that is.
Offering a live chat option can make a big difference in your conversion rates, purely because there is a real person at the other end. Something that can make taking an action much less risky, and humanise the whole process.
Of course, many businesses are choosing to use chatbots for this function as well. Although, before investing valuable capital into an automatic chat bot, consider whether an automated response may shake customer resolve to perform an action, rather than boost it.