A majority of websites today are built with the main motif of converting the website visitors to customers. But how can anyone achieve this? There is a popular old saying that “You can only show a horse where to drink water, but you can never force him to drink.” Conversion optimization however, deals with how to make the horse thirsty and as a result, drink the water.
Conversion optimization can be described as a series of testing, evaluations, and implementation. Everything can be tested separately right from the color palette to the content and placement of the text on the screen. This is done to determine which version is getting the most response from your visitors. When it comes to determining which version of your design gets the most conversion, it’s not a matter of guessing – what we do is test and get the necessary data and make educated adjustments to the design. We continue this process until we are able to get you the best possible conversion rate.
According to recent statistics, if $92 is spent on getting clients, only $1 is spent on businesses conversion. With conversion rates typically hanging between 1 & 2%, this implies that around 97% of website visitors don’t react to the call-to-action as they aren’t interested in what is being displayed or offered. A better approach to conversion optimization is to think the way visitors think. This will prompt questions like: What do visitors expect to see and where do they expect to see it?
In a case where you have a great website but are losing traffic, we’ll take a critical look at your data analytics to find out what is making your web traffic drop off, and to avoid future occurrences, we will create a solid optimization strategy. Also, if you did not set up Google Analytics appropriately, it’s our duty to set it correctly for you, so you can easily spot issues in the future.
The function of Heat Maps are to show you where users are spending the most time on a page. This enables you to see where a user is focusing on a page, what and where they are clicking, and what they are totally ignoring. Heat Maps are very helpful in making adjustments to the layout as it enables you to draw user attention to where you want it to go; to get the desired result.
A process where website visitors are served one of multiple versions of the same website, with little change between the two is known as split-testing. This process is also called multivariate testing or A/B testing.
In order to determine the exact logo, color scheme, social media icon placement, text placement, copy, as well as other elements of the design that visitors are responding to the most, we make use of split-testing.
However, it is a better approach to test one element at a time in order to keep data from getting complicated, thus guessing which element caused one version to do better than the other. Although, this may take more time than expected but it is very useful because it helps to eradicate guesswork out of conversion optimization.
Usability tests enable you to see live website users. Here you’d be able to see what actions they take as they browse the website. You can ask users to complete a task you have set; this will enable you to know how complex the process is for them. However, depending on the tool user uses, the form of feedback may differ and you may see reports, audio recordings or video recordings. With this, you can easily find conversion difficulties that are often disregarded with other processes.
How to Improve Your Conversion Rates
The following are just a “tip of an iceberg” of what we can do to improve your website conversion rate.
- Add site search. Make sure you add auto complete feature If you have a product catalog. This makes it very easy for customers to find what they’re searching for. A perfect example of this feature can be found on Amazon.
- Improve the copy of your website. Add reassurance copy, benefits, as well as urgency to calls-to-action to name but a few.
- Trust symbols. Trust symbols such as awards your business has won, customer testimonials security, as well as client logos are ideal.
Allow customers to share what they buy on social media easily.
A perfect example of this is Amazon. This is because if a customer buys anything on their website, an option to share their purchase across various social media channels is provided.
Provide social proof. Social proves are indication that people trust your brand, this may include the number of followers, social shares/fans customer testimonials, amount of downloads, and more. However, this is not advisable when you’re just starting. If you’re using these social proofs already, you can use a different form or even remove them and see what happens.
Get rid of options that are not necessary.
When you have too much stuff on your website, people won’t know what action to take and they may end up doing the wrong thing, or even do nothing at all.
If you are looking to build a stronger customer base, or increase profit, then conversion optimization can be a great tool. It doesn’t matter whether you want an email subscription, a purchase, or some other action you want your visitors to take, this can be used.
Get in touch today, stop wasting time questioning if your web design will resonate with your customers, and spend quality time connecting with them.