All business-based websites have their final goal, whether the user fills out a form, makes a purchase, subscribes to a service or makes an appointment.
The fact that a user performs one of these actions successfully is called conversion.
Of course, we all want to have the highest possible conversion rate, but we don’t always give it the attention and effort it really deserves.
Everyone agrees that getting more visits is directly proportional to achieving more sales or conversions, but what many do not realize is that it is much easier to get more sales by improving the conversion rate.
If out of every 1000 visits we get 10 conversions (1% conversion), and our goal is to reach 30 conversions per month, we will have to reach 3000 visits, so we will have to triple them (something normally impossible in the short term).
However, if we manage to improve our percentage to 3%, we will have already achieved these 30 conversions with the same visits we had before.
Once we have seen the importance of the conversion rate, let’s look at some tips that will help us improve it substantially:
1. Invite to action
Do your best to make the call to action buttons on your website stand out from the rest of the content.
Action buttons such as “Buy”, “Register”, “Add to Cart” or “Make an Appointment” are really what you want the customer to see, because that’s what you want the customer to click.
These buttons have to be well visible and above all they have to stand out from the rest of the page design. If your page is predominantly red, for example, create blue or green action buttons, as they will be visible at first glance.
Their size is also important: the bigger the better (without overdoing it, of course). Eliminate links that can distract your visitors and take them to sites you don’t want them to go to. The fewer options you give them to reach your target, the less likely it is that the visitor will go to other sites that neither interest him nor you.
2. Reduce loading time
If you enter a website and it takes a long time to load, you will most likely end up leaving it. In fact, according to several studies, conversions drop by 1% for every 0.1 second increase in page response time, so it seems essential that your site’s pages load quickly.
You can improve the loading time of your pages by decreasing the size of the images, cleaning the code or removing unnecessary elements. You can use different tools such as PageSpeed to help you know the loading times and to locate the most significant improvement points.
Another advantage of reducing the loading time of your website is that Google will take it into account when positioning you in its search results. The faster a website loads, the easier it is to get to the top of Google’s search results.
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3. Build trust
Potential customers will probably want to know who they are dealing with before they decide to buy or give you their details.
Create a complete “About Us” page. The more they know about you, the more likely they are to convert. E-mail and phone must always be clearly visible. If you can, include photos of yourself, your team and your company.
The human component has a positive influence on users’ decision making.
This will not only help people who want to contact you, but it also shows the customer that you “exist”, that you are not a company or a person in hiding. If possible, also make a help chat or “Live Chat” available to your customers.
This is one of the most convenient and quickest methods of making a query.
If your company or product is advertised on TV or by any other important means of communication, show it. The media is a very high source of credibility.
If a website has been in the media (TV, print media, etc.), then we automatically assign it a credibility bonus, and therefore the chance to end up buying increases.
Also use the logos or icons of Visa, Mastercard, Paypal, Seur, DHL, etc. Everybody knows these logos, if you put them on your website people will feel more secure because they will see images of known elements. This also helps to increase trust.