Your business website isn’t just for show. It is more than a fancy business card or digital brochure. The purpose of your website is to convert visitors.
The starting point and end goal can differ, but, in each case, you want to take your ideal customers from point A to point B. In order to do that, you need to understand the ins and outs of website conversion.
So if you’re looking for proven ways to increase conversion rates, let’s consider a few that works really well:
1. Improve the headline of your landing page
It's always important to make a good first impression. And with the headline of your landing page, it's even more important. Because if you make a bad first impression, you might never get the chance to fix it.
Legendary copywriter, David Ogilvy said: “On the average, five times as many people read the headline as those that read the copy. When you have written your headline, you have spent eighty cents out of your dollar.”
The better you make your headline, the more traffic you’ll drive to your pages, and as a result, you will record an increased product sale.
Don’t get me wrong, I’m not suggesting you turn your headline into a click bait. That would be awful.
It’s all about making it relevant and beneficial to your target audience.
Ideally, your headline must reveal the benefit your website visitor will gain when they read the content. If your visitor came to your page by clicking on your ad, your headline must be similar to your ad as this builds relevant. In turn, it’ll hold your visitors’ attention and build trust.
More importantly, make sure that your headline is aimed at showing your visitor’s how they can solve their problems.
There are many headline formulas that have proven to work in the past. You can use any of them suitable for your business.
One important you can also do to improve conversions through your headline is to A/B test your headlines. There is no particular headline structure that works for all audiences.
It's important to test various headlines to see what resonates with your audience.
By testing 2 headlines and subheadlines, eMove boosted their conversion rate by 67.8% at a 98.7% confidence rate. This is their first headline which was question-based.
The second headline that gives a statement in the headline and specifies the offer in the sub-headline.
2. Integrate live chat to engage and nurture prospects
Live chat used to be a fancy feature on websites. But now, it’s an important feature if you want to increase your website conversion rate. One of the reasons prospects leave your website is because they can’t find what they are looking for.
In some cases, they could have questions about your services that they need answers to urgently. Now, if the only options you have on your website is “contact form” or social media, you may be losing customers.
The average response time for live chat is 2 minutes. When you consider this, then 10 hours’ response time for social media and 17 hours for emails looks like eternity.
And considering how fast Live Chat is, many customers actually prefer it as a form of customer support. According to a survey by eConsultancy, 79% of customers said they prefer live chat because they can get their questions answered on time.
But that’s not all. Customer satisfaction is higher when live chat is used as a means of customer support than other channels. 73% of customers are satisfied with their live chat experience, which is more than other channels.
Here’s one of the biggest benefits of live chat: It can actually improve the number of sales you make. In a report by eMarketer, they found that 35% more people made a purchase online after using a live chat.
Through the use of live chat, HDFC life was able to raise its customer satisfaction to 94%. With this important tool, Acquire also grew its customer base by 48%.
3. Use a clear and persuasive Unique Selling Proposition
Getting your customers confused is probably one of the fastest ways to get them off your website. Why should your prospect conduct business with you, and not your competitors? Knowing and defining your USP is critical.
As a business, the first thing you need to be clear about is why your business is unique. Is it price? Is it customer service? Is it product features?
What’s the biggest pain point your product can solve better than others? That’s exactly the point you should capitalize on in order to persuade your customers with the uniqueness of your business -- and win their hearts.
For instance, FedEx states they are fast and reliable. This is their unique selling proposition. What’s yours?
Bellroy sees their unique selling proposition as slimming down your wallet with their slim wallets. They communicate this well to their prospects.
Best Buy uses low prices as their unique selling point. They dare you to ‘Find a lower price and we’ll match it.’
4. Use co-browsing to solve customer query instantly
When you combine chat, audio, or video with co-browsing, it gives your conversion even more boost than you would get using those channels alone. This is because co-browsing allows you to explain things to your visitors using their screen displays.
You can literally walk them through what to do on their screen. This makes it easier to resolve issues for your customers.
Several small businesses found that combining chat and co-browsing provided a conversion lift of 69% more than chat alone. They also found that audio and co-browsing provided a 78% lift while video and co-browsing provided a 138% lift over chat alone.
5. Use chatbot to answer customers’ questions at all times
Live Chat is fast, but due to the human factor, it’s still usually slower than chatbots. Your best bet in answering your user queries as fast as possible is still through chatbots.
According to a survey, the most predicted use cases for chatbots are getting a quick answer in an emergency, resolving a complaint or problem, and getting detailed answers or explanations.
The biggest benefits your business can derive from chatbots, according to the survey, is that it can provide a 24-hour service, customers can get an instant response, and get answers to simple questions.
When Amtrak integrated a Chatbot AI on their website, it was able to answer over 5 million questions in a year and increased bookings by 25%. Amtrak also generated 30% more revenue on bookings through chatbots and had an 800% ROI.
6. Improve the usability of your site
When visitors are able to use your website, it leads to a better user experience and more conversions for your business. There are many things you can do to increase the usability of your website:
i). Make your website mobile responsive: The reality is that a large chunk of your web traffic will come from mobile devices. A mobile-responsive website makes your website easier to use for visitors on mobile.
When Offspring made their website mobile-responsive, it improved their mobile site usability score from 60/100 to 100/100 on Google. This also led to 15.19% increase in mobile conversion rate and 102.58% increase in mobile revenue.
ii). Use a simple navigation layout: All the important elements of your website must be accessible easily from any page on your website.
iii). Improve page loading speed: If your website takes too long to load, it could lead to drop in conversions. In fact, according to a survey by KISSmetrics, 40% of shoppers will leave a website if it takes more than 3 seconds to load.
iv). Use personalized triggers: What’s a better way to improve usability other than customizing your website experience for the visitor? One way you can do this is by sending automated greetings to your visitor using the language of the country they’re visiting from. You can also send a message to returning visitors to welcome them back. When they spend some time on your pricing page, you can engage in a chat with them or send a special offer.
6. Focus on your key traffic referral source
There are many traffic sources online. But a business usually has few sources that bring the majority of its traffic. For some businesses, it’s search engines driving organic traffic, for others, social media network (such as Facebook).
With your traffic stats on Google Analytics, it’s easy to find your main traffic referral source or sources, in most cases. Usually, it’s one or two sources. It’s rarely more than 3.
When you identify these traffic sources, you can commit more effort to them. There is a higher probability of getting more out of these sources when you pay more attention to them and invest your resources to scale traffic from these sources.
Conclusion
The fail-proof way of improving conversion rate on your website is to bring your customers’ needs to the fore.
How can you provide the best service possible, in the fastest possible means, at the cheapest possible price?
This guide has provided proven ways you can implement right away, and give your customers the best service that will help them trust your brand more.
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