Imagine this scenario: you’re in a room, a coffee shop, or your office, surrounded by people, and almost nine out of every ten individuals you interact with turn around and walk away as soon as they lay eyes on you. It’s undoubtedly a disheartening and lonely feeling.
Now, let’s apply the same concept to your marketing efforts, or your conversion rates!
Companies invest substantial amounts of money, time, and resources in creating quality content, perfecting SEO, and building backlinks.
However, a staggering 93% of that investment goes down the drain when customers fail to convert on their website visits.
So, are you grappling with the complexities of online marketing?
We’re now at a point in global commerce when being data-driven is more critical than being customer-driven. Every business aspires to get maximum conversion rates for their business; Imagine the thrill of witnessing a surge in website traffic after launching a marketing campaign.
But what if the numbers fail to translate into tangible business growth?
Don’t fret, as we’re here to provide you with expert guidance to overcome this hurdle. Prepare yourself for this journey as we unveil five powerful strategies for optimising conversion rates!
To get started, let’s focus on understanding what a good conversion rate entails, as this will set realistic goals for your business.
What Are Conversion Rates?
Conversion rates are all about getting your website visitors to take specific actions that align with your objectives. These actions could include visiting your website, signing up for a newsletter or webinar, downloading content, clicking through to read more about a topic, creating an account, contacting you, or becoming a customer.
The conversion rate is calculated as the percentage of people who successfully take the desired action compared to the total number of website visitors or email recipients.
Ultimately, the primary goal is to attract, engage, and retain customers effectively.
Website conversion rates can vary significantly based on factors like industry, product or service offering, audience targeting, and marketing strategies. As a reference point, the median conversion rate typically hovers around 2.35%. This means that out of 45 visitors to your site, you may only see one conversion.
Now, before you feel discouraged by average figures, know that aiming for better results is entirely achievable. The top 25% of businesses achieve conversion rates of 5.31% or higher, and the top 10% reach impressive rates of 11.45% or higher.
To help you bridge the gap and improve your conversion rates, we’ll delve into five reliable Conversion Rate Optimization (CRO) strategies. By implementing these strategies effectively, you can boost your website’s performance and drive meaningful results for your business.
So, without further ado, let’s dig deep into them!
5 Ways to Increase Your Conversion Rates
1. Content A/B Testing
Content A/B testing is a valuable strategy for improving Conversion Rate Optimization (CRO) and empowers you to optimise your content systematically and strategically.
It’s a journey of discovery, where each test brings you one step closer to unlocking the full potential of your website and driving success in your online marketing endeavours.
It involves creating and comparing different versions of content elements like headlines, images, or web pages to see which performs better in achieving your conversion goals.
The process is straightforward: you choose a specific content element to optimise, split your website traffic into two groups (A and B), and expose each group to a different version. The main goal is to gather data-driven insights, helping you make informed decisions about the most effective changes to implement on your website.
By focusing on one variable at a time and running tests for a sufficient period, you can accurately attribute any changes in conversion rates to the specific content being tested. A/B testing allows you to unlock potential improvements and make content optimisation decisions based on real user behaviour.
Through A/B testing, you can discover compelling headlines, persuasive CTAs, and engaging visuals that resonate with your audience. Even small changes can significantly impact conversion rates and lead to business success.
2. Guide Them Through the Process
Do you remember the last time you were in a store, browsing for something specific, and a salesperson approached you with an aggressive pitch for unrelated products? It probably made you feel uncomfortable and hesitant to return to that store.
The same applies to the digital realm when it comes to your conversion rates. Online publishers and blogs often make the mistake of bombarding visitors with intrusive pop-ups and offer the moment they arrive on their website.
Visitors visit your site to explore your product or content, not necessarily to make an immediate purchase. Pushing them too hard can actually drive them away and even send them to your competitors.
3. Expand the Customer Journey
Imagine entering a store where a salesperson politely asks if you need any assistance after you’ve had a chance to browse through their products. They provide helpful answers to your questions, offer competitive analysis, and assist you with the payment process once you decide.
While it’s natural to want customers to make a purchase quickly, rushing them through the process can be counterproductive. Encourage visitors to spend more time on your website by providing valuable information, proactively addressing their concerns, and making it easy for them to understand why your offerings stand out compared to your competitors.
This will undoubtedly impact your conversion rates positively!
Suggested Reading: Sales Funnel Templates
4. Build Trust Through Social Proof
Time and again, research has shown that word-of-mouth is one of the most effective forms of marketing. Getting people to talk about your business to their friends and family is a powerful tool, even though it can be challenging to achieve. That’s why major companies invest in advertisements that don’t explicitly promote their products (think Coca-Cola).
If you have it, showcase it. Many businesses underestimate the power of their existing customers.
Display testimonials, case studies, customer reviews, use cases, current customer counts, citations, articles in well-known publications, and other credible sources that act as social proof.
These elements simulate the effect of word-of-mouth marketing, instilling confidence in potential customers and strengthening your reputation.
Brownie points for video evidence with subtitles.
5. Embrace Simplicity
One of the gaps in communication between companies and customers stems from an assumption of knowledge on the part of the former.
The vocabulary we use with our friends and family doesn’t cross over in companies’ interactions with clients.
Single-word commands on FAQ pages like “download”, “log-in”, and “click here” is how businesses suffer from social communication disorder and lose customers.
Simplicity is a skill unto itself. One of the most straightforward principles to remember while developing content for your site is ELI5, a popular subreddit that stands for ‘Explain Like I’m 5.’ The basic premise comes from a popular, albeit misattributed, Einstein quote, “If you can’t explain it to a 5 five-year-old, you don’t understand it yourself.”
The logic is straightforward: simplifying content costs nothing, but complexity might lose you customers. Avoid using complicated language, jargon, and punctuation errors. Keep your sentences short and easy to understand.
Additionally, resist the urge to stuff your website copy with keywords.
Major search engines, with their sophisticated algorithms, can easily detect attempts to manipulate the system. Rather than enhancing your content, cramming keywords can negatively impact readability, conversion rates, and search engine rankings. Focus on creating clear, concise, and user-friendly content that resonates with your audience and fosters better customer communication.
Suggested Reading: Customer Support Metrics: Definitions and How to Improve
Unlocking CRO Potential with Conversational AI
A scenario where every customer interaction feels like a warm and helpful conversation, guiding them through their journey and addressing their concerns is essentially a positive interaction that would lead to a fruitful impact for both parties.
Therefore, exceptional customer support and navigating your visitor through your website and your processes can be the key differentiator that sets your business apart from the competition.
At Verloop.io, we understand the importance of creating seamless and personalised experiences for your customers. Our advanced Conversational and Generative AI technology enables you to provide instant, round-the-clock assistance, ensuring your customers and prospects feel valued and heard.
Do you want to see the magic of exceptional customer support?
Schedule a demo with our team today and give your customers the warm welcome they deserve! With Verloop.io, you can make every customer interaction memorable and positively impact your business.