It doesn’t matter how much traffic your website brings, if no one is converting, you’re not generating sales.
That’s why it’s important to take conversions seriously and continuously tweak your campaigns to optimize for the actions you want your users to take. Whether it’s giving you their email address or completing a sale, every website owner should have a goal in mind.
Today we are going to take a look at some of the best strategies for boosting your site’s conversion rates so that you can manage a website that not only draws in a lot of traffic but also boasts conversion rates that others can only hope for.
Regularly A/B Test
You will never know what works and what needs improvement on your website if you don’t test it. For instance, EczemaCompany.com saw a 158 percent increase in conversions by using OptinMonster to split test their opt-in forms.
Their first mobile opt-in form did well in converting 6.35 percent of mobile visitors.
But their second form did even better, converting 13.76 percent of mobile visitors!
So what did they do differently? In this case, EczemaCompany.com A/B tested a regular opt-in form against one with a 2-step signup. The reason many 2-step signup forms are successful is thanks to the Zeigarnik Effect, which simply says that people are more likely to complete an action if they started it. Therefore, visitors are more likely to sign up for your form if they were the one that clicked on the button.
Here are some of the most common things you can A/B test on your website that can help increase conversions rates:
- Headlines. The headline is what grabs people’s attention, the written content afterward is what keeps them engaged. You can use a tool like Optimizely to start testing different blog headlines easily.
- Page Layout and Navigation. Your site visitors want to be able to skim your pages to see if there is something valuable there for them. They also want to be able to navigate your site easily to find exactly what they are looking for. Use a tool like Instapage to test different layouts and image placements to see what pushes site visitors down your sales funnel to the end, or what entices people to sign up for your email marketing list.
- CTAs. Calls to action are the crux of your conversion rates. You can use a tool like OptinMonster to A/B test different opt-in forms, button colors, sticky headers, and incentives to see what inspires visitors to convert the most. For example, HubSpot found that a red button outperformed a green button by 21%.
Make sure you split test on your website regularly. You will never achieve perfection, and there is always room for improvement. But by consistently A/B testing, you can quickly learn what your site visitors like, and don’t like, on your website.
Provide Social Proof
Whether you are hoping to get site visitors to buy your latest product, or subscribe to your email list so they can receive free access to online tutorials, you must prove that what you offer is worth it.
Take a look at these great ways to offer social proof on your website as evidence that you are an authority in your industry, offer something valuable to your customers, and can be trusted when you make claims that you are number one:
Testimonials, such as the ones left by satisfied Decadent Cakes customers, are a great way to show others thinking about converting that what you say about your company is true.
After all, no company is going to claim they are second best, mediocre, or not that valuable. But actual customers will be truthful about their experiences with your brand and are often willing to share those positive experiences with others.
Don’t stop at customer testimonials. Keep going and provide third-party reviews that highlight the benefits of what you have to offer.
Were you mentioned in another article as being the top choice in your industry? Share that information with prospective customers.
In addition, anytime your product or service is used by a big name brand, make sure to share that with potential customers as well. This kind of social proof helps you establish authority and makes you stand out from the rest of the competition.
Case studies are an exceptional way to show others that what you do is actually working in real life with real customers. Craft well-written, authoritative case studies based on solid facts. That way there is no disputing that what you offer works.
As seen above, HubSpot does a great job of showcasing case studies for those looking for a little more proof.
Share the Numbers
Though social proof is often geared towards those trying to sell something to customers, you can utilize social proof to boost opt-ins as well. Include statistics showing how many people have subscribed, liked, or followed you. If everyone else is doing it, new visitors will be more apt to join in.
For instance, Men with Pens not only includes testimonials on its website to gain authority, it shows you just how many people have subscribed, and thus benefited, from what they have to offer.
In the end, showing site visitors that what you say about your brand is true is only going to shed a positive light on your business. Plus, it makes you more trustworthy, which is what customers are looking for.
Identifying where your website lacks in terms of conversion optimization is the first step to boosting conversions rates. Once you’ve done that, try implementing some of the above strategies into your optimization efforts and see how visitor behavior changes.
You might be surprised how one little change can have a major impact on site visitor subscribe rates and purchases.