You’ve created a stunning website, packed with eye-catching visuals and interactive features. It’s generating lots of traffic, but you can’t understand why this isn’t converting to sales. If you’re in this position, don’t worry too much — as it’s a common problem with business websites.
For any business website to be considered a success, it has to deliver a healthy conversion rate. You have to persuade visitors to perform the desired action. And if they aren’t doing that in sufficient numbers, your website simply isn’t up to scratch.
What Determines a Conversion
The first thing you need to do is decide what constitutes a conversion. For most businesses, a conversion is a sale. However, it can also be a newsletter subscriber, a new membership, or anything else that generates a sales lead.
If you have a great website and an idea of what constitutes conversions for your business, you’re nearly there. Just a few tweaks here and there can help you to understand what’s going on. And you can use this information to make the necessary changes to your site.
4 Ways To Convert Existing Website Traffic
There are many things that can be done, but these 4 should be a primary focus for any company with a website that’s already getting traffic.
1) Optimize Your Home and Landing Pages
The average conversion rate for modern websites is between 2-6%. This means that, in the best case scenario, up to 94% of website visitors are leaving without engaging or making a purchase. And the most common reasons for this poor return are issues with home and landing pages.
Landing Page Design
A landing page is the web page visitors arrive at when they click a link on a search engine results page. This page has to be clear, well-designed, easy to navigate, and engaging. And it must contain a clear call-to-action (your instruction on what the website visitor must do next).
Focus on Your Call-to-Action
An effective call-to-action (CTA) can be something as simple as a button taking the visitor to a purchase screen. But a CTA can also be a link to a registration page, or even a sign-up form for a regular newsletter. Think about what it is you want the consumer to do, and design your CTA and your page accordingly. If you have call tracking software, you can make your call-to-action a phone call with the addition of a simple button.
You Can Optimize Your Landing Pages in Several Ways
- Make your call-to-action buttons clear and simple.
- Use tools such as exit pop-ups and newsletter sign-up forms.
- Create several versions and perform A/B testing to see which works best.
Don’t Forget the Video
This is the age of viral video. Nothing grabs the attention of consumers and engages them like well-made, informative video. Include a video presentation on your landing pages, and make sure it’s responsive. A lot of websites fail to deliver expected conversion rates because they’re not optimized for mobile devices. And this is a huge mistake. More than half of casual internet users now access online resources via a smartphone or a tablet.
2) Implement Keyword Call Tracking
You call-to-action might be a clickable phone number. Put simply, the consumer clicks your number, and the call is placed automatically. But when you take the call, how do you know it came from your website? How do you know which page the call was initiated from? The answer is simple: you use call tracking software.
Know Where Calls Originate From
A powerful call tracking platform gives you a specific number, separate from other numbers that are in use within your business. This means you, and all your employees, know exactly where the call is coming from before it’s answered. And details of the call are logged for review at a later time.
Call tracking software can direct these calls to the most appropriate person within your organization. So, if a caller clicked your phone number on a sales page, a member of your sales team will receive the call. If the call was initiated from a customer service page, a member of your customer service team will receive it.
Direct Calls to Qualified Agents
Perhaps you sell different items or services, promoted on different landing pages. Using the same number, you can direct calls from your website to the people best qualified to deal with them. This should increase the chances of turning initial interest into a confirmed sale.
Call Tracking Helps with SEO & PPC
Keyword tracking can also help you to fine-tune your SEO and PPC marketing campaigns. Call tracking software can tell you which keywords are leading people to your website and, ultimately, making a call. These are the keywords you can focus on with higher bids. Conversely, you can reduce your spend on the keywords that don’t deliver conversions.
3) Install a Live Chat Service
If website visitors can’t find what they’re looking for within a minute, they’re likely to look elsewhere. You can provide instant answers by communicating with visitors, as they browse, using a live chat client.
According to the American Marketing Association companies that implement live chat services on B2B websites drive an average conversion rate increase of 20 percent. And another report from eMarketer revealed that live chat delivers a 35 percent increase in the number of purchases.
Communicate in Real-Time
There are more powerful live chat clients available than ever before. And you can install most of them on your website without any advanced web skills. Services such as Intercom, Drift, Olark, LivePerson, and Zendesk give you the opportunity to communicate in real time with potential customers. The software also gives visitors the chance to send you a message when there are no live operators online.
4) Demonstrate Honesty and Integrity
If you claim to have the best product in the world, some customers will question your company’s honesty and integrity. But if you’re open and honest about your limitations, while talking about your strengths, consumers are more likely to believe you when you talk about the things you do well.
Create content that demonstrates your company’s attitude towards honesty and integrity. The text on your website should be warm and authentic. And it should be written for humans, not search engines. Give your website the human touch, and consumers will warm to it.
Get Ahead of the Web Marketing Curve
Once you’ve implemented these four steps on your website, you should see a significant increase in conversion rates. But never rest on your laurels. The world of Internet marketing never stands still, so make testing and evolving your online presence a permanent strategy.