Whether you're looking to sell products, generate leads, or promote brand awareness, your website is likely the most powerful tool in your arsenal. But even the most beautifully designed website won't do you any good unless it's optimized for maximum conversions. In other words, unless your website is set up to encourage visitors to take the desired action, whatever that may be - you will not see the results you want or need.
Fortunately, you can use several tried-and-true methods to optimize your website for maximum conversions. Here are just a few of what we consider low-hanging fruit that can definitely make an impact:
1. Use persuasive copy.
The written content on your website should be clear, concise, and persuasive. It should be free of grammatical errors and typos and be compelling enough to encourage visitors to take the desired action. If you're not confident in your ability to write persuasive copy, it may be worth hiring a freelance professional copywriter to do it for you.
2. Use powerful images.
Images are worth a thousand words - literally, and one of the core principles of marketing is emotion creates motion. Therefore, the images you use on your website should be high-quality and relevant to your products or services. In addition, they should be persuasive enough to inspire visitors to take the desired action. Visitors to your site become buyers and customers when they can see themselves in the visual story it tells.
3. Use strong calls to action (CTA).
Your CTA - the text that encourages visitors to take the desired action - should be clear, concise, and impossible to miss. It should be placed prominently on the page so that visitors will see it as soon as they land on your site, and it should use persuasive language that compels them to take action immediately.
4. Use pop-ups and forms strategically.
Pop-ups and forms can be effective conversion tools but can also be annoying, so it's essential to use them thoughtfully. If you decide to use pop-ups or forms on your website, make sure they're relevant to what the visitor is doing on the site, and make sure they're not triggered too soon or too often. Otherwise, you risk turning off potential customers instead of converting them.
5. Discover what is and isn't working for your users.
Poor usability can kill your business - 70% of online businesses fail because they don't have great user experience design. So if you're in e-commerce, we recommend optimizing conversion rates by improving the design and flow of checkout processes supplying the room to increase your customer engagement. One way to do this is with heat map testing, which are maps that show how users navigate your site (what interactive elements) and their scrolling habits while looking at specific parts such as links or call-to-action buttons. But, before you begin exploring heat map tools, let's briefly chat about some options that can help you capture the data that moves the needle.
Conversion optimization is essential for any business with an online presence, no matter their goals. By using persuasive copy, powerful images, strong calls to action, and pop-ups and forms with a clear purpose, you can motivate more visitors to take the desired action when they land on your site.
However, before you take this checklist as the low-hanging fruit to improve your site's conversion rate, and run, remember that this is only one part of the conversion pie; many more elements to the recipe pave the way to more sales. And most importantly, you can't improve what you don't measure, and the best way to increase your conversion rate is by tracking it.
Learn more about our tools and solutions to increase and track conversion optimization. Then, let's connect to see where we can identify opportunities that will help you turn your visitors into customers!