Thanks to content management systems such as WordPress, making a website these days can be pretty simple. Something that isn’t so simple is getting visitors to your site and getting them to convert. This article will highlight some useful tips that you can use to improve the chances of getting users to complete your desired action.
Improve Loading Times
In recent years search engines such as Google have made page speed a ranking factor and for a very good reason. In the age of instant information, if your website loads slowly your visitors will get impatient and look elsewhere.
Run your website through Google’s PageSpeed Insights tool. This identifies how quickly your website loads on desktop and mobile, and flags up any issues that are holding your website back from better loading speeds.
Below is an example of a website with a 97/100 page speed rating, even this could be enhanced with an estimated 1.55 seconds of page speed improvements if the diagnosed issues are fixed. You may have to spend money on a developer to help you, but saved load speed times equates to more revenue in the long run.
Test Performance using CRO
A common practice in Conversion Rate Optimisation (CRO) is A/B testing. This involves creating alternative versions of your page, and measuring performance when compared to the original design. This allows you to back your design decisions up with data that proves your page is fit for purpose. Examples of A/B tests include:
- Adding more Call to Actions (CTA)
- Changing the CTA text or colour
- Repositioning your page elements
- Changing your copywriting
Here’s an example of a test showing the results of a test we ran using Google Optimize. This involved adding buttons to a table to improve conversions, which saw a jump in the Modeled Conversion Rate compared to the original design. So, when the time comes to justify a web page change, we can firmly say it increases revenue.
Think of the Mobile Users
Over half of website traffic is generated via mobile devices (excluding tablets). It’s all too common to see a well designed desktop website that’s near enough unusable on mobile. So, if you’ve been neglecting your websites mobile designs it’s one of the quickest wins for improving conversions.
An easy way to check if your website is considered mobile friendly is by using the Mobile Friendly Testing Tool from Google.
If you find your website isn’t mobile friendly, you might need a conversation with your web developer. However, just because the tool says your site’s optimised for mobile users doesn’t necessarily mean you’re in the clear. Check your own site out on your mobile to make sure you’re giving the users the experience you want them to have.
Attract Targeted Traffic
This point gets overlooked by plenty of website owners. It’s easy to obsess over the amount of traffic you’re getting, but 1 highly targeted visitor who’s looking for your product is better than 100 visitors who aren’t interested in what you’re offering. So how do you attract these highly targeted users?
Whether you attract users from paid ads or organic traffic, you need to be clear with your users from the get go.
Let’s say for example you’re offering budget headphones. If your ad copy says you offer the “cheapest headphones on the market” but you don’t, your landing visitors won’t convert. This is a segment where consumers do research, not only will you lose a conversion but they’ll lose trust in your brand after the false claim.
Utilising your products’ benefits is key. If for example your product offers excellent sustainability, a headline with “Get sustainably built headphones at great prices” would be a much more reasonable choice. Although the claim might not be as wild as the initial one, you will end up finding a customer looking for sustainable headphones at a fair price. When you do, this customer will be much more likely to convert.
Less is More
Plenty of people think that a well designed website requires excessive detail to present a wow-factor to visitors. In actual fact, your web page should be designed with a focus on your primary goal. For many businesses this is to get users to complete an action or “convert”.
Often elements are included in a page’s design, with the only justification being because the business owner thinks they look good. In reality, this approach often leaves your users distracted rather than encouraging them to perform your primary goal.
If you want a web page that converts well, design justifications need to be based around performance metrics. You can then go on to test and prove or disprove these decisions with the techniques mentioned in point 2.
Although a good looking website is a trust signal, this only holds true to a certain extent. Sometimes it’s better to have a simple web design which highlights a clear action for users to perform. If your CTA’s are lost in the noise of breathtaking design, the expensive website you invested in could be hurting your profits more than it’s helping.