14 Questions to Improve Your Website’s Conversion Rate
I’m obsessed with conversion rates.
It’s the easiest way to increase your revenue without increasing your marketing budget. A small .01% tweak in conversions can mean thousands (or millions) in additional revenue, depending on your business type.
We’ve built a conversion optimization checklist that we use for every new client that comes on board – I’m handing it over to you today.
Use it to make sure your website is running at optimal performance and maximizing revenue potential.
A
good headline has the power to hook your audience like nothing else.
The headline on your website will be the single most important
conversion factor which will lead to the eventual purchase of your
product or service. Keep it short, sweet and to the point. Try and
communicate the entire meaning of the page within 55 characters.
Whenever
you ask for information via an email opt-in form, ask for as little
information as possible. It should be noted that each additional form
field can decrease a website’s conversion rate by close to 11%.
Try and focus on the main piece of information you need to close your
prospect – Email? Phone number? Social media login? Whatever it is,
focus on those aspects and cut the rest.
Including
a refund policy comes in can dramatically increase your conversions. It
helps put a customer’s mind at ease that you believe in your product /
service and stand by your word. If you don’t currently offer one, it’s
something to discuss internally.
“Reserve”.
“Join”. “Learn”. These action-oriented verbs have a way of
subconsciously convincing visitors to take action. Make sure your
website is using this critical verbiage in your call to actions and
buttons.
Testimonials,
emails, Tweets and other forms of social proof are a great way to add
trust to your website / landing page. Make sure you’re focusing on
believable forms of proof – a random picture of someone with a written
testimonial does nothing. Link to their social profiles or business’
website to really drive home the value of their words.
By decreasing the load time of your website, you can drastically increase your conversion rate. You can use tools like Google’s Page Speed insights to test potential issues on your website and either enlist the help of a freelance web developer or online tools to increase the page’s performance.
Needless
to say, clearly stating the benefits of your product or service is the
best way of letting potential customers consider buying whatever it is
you are offering. Don’t forget to list the features of your product and
more importantly, let your customers know exactly how they can benefit
by using your product or service. Creating a clear value proposition
will help in converting those visitors into clients.
The
“fold” is a term that refers to the portion of the webpage that’s
visible without scrolling. No matter what type of website you have, your
main call to actions need to be above the fold. Submission forms,
contact phone numbers or products for sale, this rule applies to all.
While other marketers debate the relevancy of the fold, it’s best to
keep things simple and keep your important conversions where visitors
see them: above the fold!
Videos
and images go a long way to communicate your message without having to
use words. This saves space on the page and can really pack a nice
conversion punch. In addition, a large number of web users prefer to
consume video over text. Some marketers report creating multi media like
explainer videos have helped to increase conversions over 20%.
CMS
such as WordPress offer plugins that cache your website’s pages and
makes it visible to the user without having to generate that page
dynamically every time. This leads to a serious reduction in the loading
time of your website which is a good thing. It has been found that
having an eight second load time, which is just four seconds above the
normal load time can result in a visitor loss of 75%. For an e-Commerce
website, that number is huge.
Now,
I’m not saying you have to do anything drastic, but building in a sense
of urgency to your pages can really help light a fire under website
visitors. Including specific call-outs like “limited supply” or “only 3
seats left” drives visitors to take action immediately.
Unless people really, really, really
want to use your product / services, you’re going to have to offer some
form of value to get their information. On our site, we offer an
in-depth guide to search engine optimization in exchange for their email
address. After they provide their email, we send them a PDF copy to the
email they provided. We’ve seen email opt-in rates triple since using this tactic.
There’s
lots of folks out there who just don’t like taking out their credit
card because it’s a slow process (well, ok, maybe that’s just me, but
still). If you’re selling directly from your website make sure you
accept multiple forms of payment. Adding quick checkout options like
Stripe of PayPal really speaks to the younger generation and goes a long
way to help defeat shopping cart abandonment.
Test,
test, test. You can look at all the data from other marketers
(including here) but until you take action on your site, you’ll never
know what works. There’s a ton of great paid tools to help you get
started with testing but if you’re on a tighter budget, make sure to
check out Google Analytics’ In-Page Analytics.
Run your website through these questions, make changes, and do it again. Keep testing and optimizing until you’ve maximized your conversion rate.
Source : business2community
It’s the easiest way to increase your revenue without increasing your marketing budget. A small .01% tweak in conversions can mean thousands (or millions) in additional revenue, depending on your business type.
We’ve built a conversion optimization checklist that we use for every new client that comes on board – I’m handing it over to you today.
Use it to make sure your website is running at optimal performance and maximizing revenue potential.
Does the headline capture our story?
A
good headline has the power to hook your audience like nothing else.
The headline on your website will be the single most important
conversion factor which will lead to the eventual purchase of your
product or service. Keep it short, sweet and to the point. Try and
communicate the entire meaning of the page within 55 characters.
Are there too many submission fields?
Whenever
you ask for information via an email opt-in form, ask for as little
information as possible. It should be noted that each additional form
field can decrease a website’s conversion rate by close to 11%.
Try and focus on the main piece of information you need to close your
prospect – Email? Phone number? Social media login? Whatever it is,
focus on those aspects and cut the rest.
Are we calling out our refund policy/guarantee?
Including
a refund policy comes in can dramatically increase your conversions. It
helps put a customer’s mind at ease that you believe in your product /
service and stand by your word. If you don’t currently offer one, it’s
something to discuss internally.
Are we using action-oriented verbs?
“Reserve”.
“Join”. “Learn”. These action-oriented verbs have a way of
subconsciously convincing visitors to take action. Make sure your
website is using this critical verbiage in your call to actions and
buttons.
Do we have social proof?
Testimonials,
emails, Tweets and other forms of social proof are a great way to add
trust to your website / landing page. Make sure you’re focusing on
believable forms of proof – a random picture of someone with a written
testimonial does nothing. Link to their social profiles or business’
website to really drive home the value of their words.
Is the page loading too slow?
By decreasing the load time of your website, you can drastically increase your conversion rate. You can use tools like Google’s Page Speed insights to test potential issues on your website and either enlist the help of a freelance web developer or online tools to increase the page’s performance.
Are we calling out the benefits?
Needless
to say, clearly stating the benefits of your product or service is the
best way of letting potential customers consider buying whatever it is
you are offering. Don’t forget to list the features of your product and
more importantly, let your customers know exactly how they can benefit
by using your product or service. Creating a clear value proposition
will help in converting those visitors into clients.
Are the main call to actions above the fold?
The
“fold” is a term that refers to the portion of the webpage that’s
visible without scrolling. No matter what type of website you have, your
main call to actions need to be above the fold. Submission forms,
contact phone numbers or products for sale, this rule applies to all.
While other marketers debate the relevancy of the fold, it’s best to
keep things simple and keep your important conversions where visitors
see them: above the fold!
Are we utilizing multi-media?
Videos
and images go a long way to communicate your message without having to
use words. This saves space on the page and can really pack a nice
conversion punch. In addition, a large number of web users prefer to
consume video over text. Some marketers report creating multi media like
explainer videos have helped to increase conversions over 20%.
Take a bite out of the page
CMS
such as WordPress offer plugins that cache your website’s pages and
makes it visible to the user without having to generate that page
dynamically every time. This leads to a serious reduction in the loading
time of your website which is a good thing. It has been found that
having an eight second load time, which is just four seconds above the
normal load time can result in a visitor loss of 75%. For an e-Commerce
website, that number is huge.
Are we creating a sense of urgency?
Now,
I’m not saying you have to do anything drastic, but building in a sense
of urgency to your pages can really help light a fire under website
visitors. Including specific call-outs like “limited supply” or “only 3
seats left” drives visitors to take action immediately.
Do we have an offer / value proposition?
Unless people really, really, really
want to use your product / services, you’re going to have to offer some
form of value to get their information. On our site, we offer an
in-depth guide to search engine optimization in exchange for their email
address. After they provide their email, we send them a PDF copy to the
email they provided. We’ve seen email opt-in rates triple since using this tactic.
Are we offering flexible payment options?
There’s
lots of folks out there who just don’t like taking out their credit
card because it’s a slow process (well, ok, maybe that’s just me, but
still). If you’re selling directly from your website make sure you
accept multiple forms of payment. Adding quick checkout options like
Stripe of PayPal really speaks to the younger generation and goes a long
way to help defeat shopping cart abandonment.
How many variations have we tested?
Test,
test, test. You can look at all the data from other marketers
(including here) but until you take action on your site, you’ll never
know what works. There’s a ton of great paid tools to help you get
started with testing but if you’re on a tighter budget, make sure to
check out Google Analytics’ In-Page Analytics.Closing
While these are the exact questions we use when onboarding new clients, the final question about testing is the most important.Run your website through these questions, make changes, and do it again. Keep testing and optimizing until you’ve maximized your conversion rate.
Source : business2community
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