5 Ways to Improve Your Website Conversions

Getting traffic to your site isn't too difficult, you can simply pay for traffic which will give you a large number of daily visitors such as using Google Adwords for example. The problem is, if they arrive at your site and don't convert, whats the point in them arriving there at all?

What is a Conversion?

A website conversion is getting a visitor to perform an action on your site, whether it's buying a product, leaving an email address or downloading a white paper. In my view, optimizing your website is the most important factor to measure the success of your online marketing strategy and goals, lets look at some facts;

- 0 to 8 seconds is the time you have, after 8 seconds, the majority of visitors leave.
Source; interactive marketing inc.

- Around 96% of website visitors are not ready to buy.
Source; Hubspot

- Product videos can increase purchases by 144%.
Source; Internet Retailer

- Just a 1 second delay in your site speed can result in a 7% reduction in conversions.
Source; Kissmetrics

- A/B testing is becoming the preferred method that has brought a lot of the companies the most success.
Source; econsultancy.com

5 Ways

1. Be concise

Users are coming to your website because they have a problem. Tell them what their problem is and how you can solve it. Get to the point quickly and make your images large and relevant.

2. Know your USP (Unique Selling Point)

You're not the only one in the market and its likely that your market is pretty crowded. Stand out by telling the user why you are the solution for them, but make it a real USP. Don't say you're 'the best' or 'we provide top quality service' find something that sets you apart. TOMS Shoes give a pair of shoes to a child in need for every pair sold. Now that's a USP!

3. Fresh Content

Many of your visitors will have been to your site before and they don't want to see the same thing over and over again. Be it banner images, deals or sales adding new content will keep your users engaged with the brand. This will give you a chance to display new products and services when they return. Using email and social media marketing will drive them back and if your content is good enough will encourage them to share. Flight Centre do this by constantly changing deals for certain destinations and packages. Not to be seen as a bargain brand, to get consumers to return to their site.

4. Use video

As stated above video can help increase sales by 144% although I would say the average is around 60-80% but still pretty amazing! Video is huge on social media with brands such as Nike and Adidas launching big campaigns recently, but companies of any size can use video to help with things like employer branding or short company introductions. We made a video recently for a Hong Kong start-up called Dragon Law who use the video on the front page of their site to help explain their service.

5. Don't ask for too much

Have only one call to action (CTA) per page if you try adding multiple CTAs this just ends up being confusing. Basecamp do this by providing a small amount of information before a very clear CTA, even a cartoon man pointing to the form! They have additional information below the fold but you get the point, less is more!