Your website is your company’s best opportunity to showcase value propositions and engage your audience. In fact, getting potential clients or customers to a brand’s website is the primary function of many inbound marketing efforts, including Search Engine Optimization (SEO), social media marketing, and Public Relations (PR).
Leading these audience members to your homepage or blog is an exciting feat, but many marketers make the mistake of patting themselves on the back, and then retiring their efforts towards these audience members. What is the point, though, of putting such effort into bringing these readers to your site, and then not making every attempt to get to them convert?
If you’re one of the many marketers who makes this crucial mistake, you’re likely missing out on significant potential business. The best way to make the most of the traffic your site gains from your many inbound efforts is to pair your inbound strategy with Conversion Rate Optimization (CRO) tactics on your website.
Keep reading to learn how you can start converting your website traffic with 6 easy tips.
- Reduce form fills on all conversion elements
Many studies show that the lower the number of fillable sections on a form, the higher the rate of conversion. It’s easy for marketers to want to get as much information out of new leads as possible, but this may dissuade your audience members from becoming leads in the first place.
Try to reduce your forms to the absolute essentials, and if there are some form fills you can’t bear parting with, make them optional. That way, your audience can still convert if they don’t want to complete the entire form.
- Use CTA buttons whenever possible
CTA (Call to action) buttons stand out more than text links and, ultimately, drive more conversions. While you don’t want to overdo it with CTA buttons, your most important links and conversion elements should utilize them.
To make sure they are as effective as possible, test your CTA buttons on a regular basis by changing the following elements:
- Make contact information easily accessible and visible
There’s nothing more frustrating for users than not being able to get in touch with a brand when they want to. This will often make engaged readers abandon your site. Solve this problem by including a phone number or a ‘Contact Us’ button in the header with a noticeable color.
You should also add full contact info in the footer. Other options include adding a simple ‘Contact Us’ form to the end of every page or implementing a Chat feature for instant communication.
- Run heat maps and implement changes based on data
Heat maps are one of the best ways for marketers to get a sense of what their audience members want from their websites. There are three different types of heat maps you can try:
- Click maps
- Hover maps
- Scroll maps
Each will tell you different things about how your audience interacts with your website site. With the click map, you can see which of your links readers aren’t clicking on, as well as what sections of your site they are clicking on that lack links. With hover maps, you can see where your audience spends the majority of its time. Finally, scroll maps will show when the average reader is dropping off of your pages so you can optimize your most important information accordingly.
- Create and implement videos
According to Virtuets, website visitors are up to 85% more likely to buy a product after watching a product video. Other types of video create similarly engaging experiences for users. Types of videos you can create include:
- Product videos
- Employee/leadership videos
- How-to videos
- Facility tours
- Focus on your value proposition and what users will lose if they don’t convert
Making it easy for users to perform cost-benefit analyses is key to driving conversions. Accordingly, your conversion-related content should make clear what users will gain from converting or doing business with you, as well as what they will lose out on by not converting. Use this messaging in elements such as landing pages, CTA buttons, and form fill headers.
Driving conversions on your website is all about putting yourself in the shoes of your audience. Streamlined design and simple conversion elements will make their lives easier, while compelling content will demonstrate why they should engage with your company and buy your products. We hope you like these Digital Fuel creative agency tips and they help you increase your overall conversion rate for more profit.