What Are the Highest Converting Websites Doing Better Than You?
Obviously, the point of having a website is conversions. It is easy to get so caught up in the business of SEO that people forget to optimize for conversions. The best way to increase conversions is to structure your approach and focus your strategy. Multiple split testing is one of the most effective ways to analyze your metrics and see which approach gives your site the best results. Over sixty percent of companies do less than five tests per month on their website. Can you guess which ones have the most success and the highest conversion rate? You’ve got it. It is that small percentage of site owners who take the extra time to test multiple times per month. They base their approaches on the hard data they have compiled from their tests. So, what is it that they are doing differently or more effectively in their testing?
Testing The CTAs
It is important to test different call-to-action to see which ones perform better. Consumers need a very clear call-to-action and they need to know what to expect when they complete it. You must ensure that they receive exactly what they have been promised. Completing the call-to-action should be a smooth experience leaving the customer feeling fulfilled and happy. One call-to-action may perform this better than the next and the only way to find out is with a test. You should be performing these tests regularly and analyzing the results.
Test Your Headlines
Your headline is perhaps one of the most important features of your site. You have less than six seconds to grab someone’s attention and your best tool is your headline. The right headline can improve conversions by up to thirty percent or more. Try different ones and see which ones resonate with your audience. Remember, people read from left to right, so you want to put the most important words first. Headlines should be short, strong and clear. You only get one chance to make a first impression and your headline is a big part of that.
Respect The User’s Time
It’s very simple, keep your forms short. Nobody wants to fill in twenty-five fields for anything, even if it is free. People are busy, and they are looking for instant gratification. They can’t get that from a three-page form. Whether you are giving away a free trial or someone is completing the conversion process, respect their time. Keep forms short and simple. Your audience will appreciate this, and you will see the difference in your traffic.
Posting A FAQ Page
This really goes back to knowing your audience and understanding what questions they will have about your product or service. They are looking for intuitive service, so give it to them. They will appreciate that you anticipate their needs and their questions. Posting an FAQ page can also increase dwell time on your site which contributes to your SEO efforts and increases conversions. When consumers can find the information, they need about a specific product or service, they are more likely to convert.
There are other small elements that can help increase conversions substantially. Combine them with the three main factors of testing your CTAs, testing your headlines and keeping your forms short. For instance, including a pain point in your headline has been shown to increase conversions by up to thirty-percent. Adding a ‘Chat’ button has been shown to do the same thing. Run different split tests on the fundamental elements of your site and analyze the results so you can focus your efforts on the most successful aspects.
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.