Today’s consumers have more choices than ever before. While it’s important to empower them with the tools they need to make the right decision, they can sometimes get overwhelmed before they convert. This results in both low conversion rates and missed customer acquisition opportunities. To help with this, we’re breaking down our favorite ways to increase conversions. Implement a few tips, and you may just find your next brand advocate.
What Could be Causing Low Conversion Rates?
For brands, there’s a lot that goes into getting customers to convert, but, on the consumer’s side, there’s also a lot that goes into making that decision. Whether they realize it or not, customers take page load speed, length of form fill, and more into consideration. Long, drawn-out forms, slow webpages, and poor responsiveness on mobile devices can all chase consumers away. But, we can help you turn it all around.
How to Increase Your Conversion Rates
A high conversion rate is the quickest way to a high sales volume. If yours aren’t as high as you’d like them to be, there are several ways to improve this crucial marketing metric.
1. Scale Down Your Form
Let’s be real; nobody wants to fill out forty form fields. Whether it’s downloading an eBook, completing a purchase, or requesting a consultation, shorter forms can help foster trust between your audience and your business. Customers are handing over less of their personal information, which feels like less of a commitment. Plus, shorter forms are just easier to complete. Because today’s consumers love convenience, you might just see more and more conversions rolling in!
2. Implement A/B Testing
How are you going to know if something is working well if you’re not testing it against something else? A/B testing is a great way to learn what works for your audience. Maybe it’s something as simple as changing your call-to-action button from blue to red, or maybe you draft two versions of a headline to see which one consumers gravitate towards. No efforts are too big or too small when it comes to boosting conversions.
3. Consumer Reviews = Increased Conversion Rates
Never underestimate the power of social proof. Because no one wants to be the first person to use a product or service, consumers may hesitate to convert if there are no testimonials in sight. Customer reviews, both positive and negative, can increase trust, especially if your business makes it a point to address the negative ones.
You could even go above and beyond and introduce a video aspect to this. Videos of consumer testimonials or showing your products in use can help to put first-time buyers’ minds at ease. When they can see real people speaking on what they’re about to purchase, consumers feel as though your product or service is accessible to them.
4. Strengthen Your CTA
Your call-to-action, or CTA, is ultimately what makes consumers convert. Now’s the time to revisit yours. Whether you’re asking customers to download an offer, sign up for emails, or complete a purchase, you want to make sure the CTA is as clear as possible. You can even consider incorporating it into different areas on a particular page, giving consumers more access to it.
Your CTA is also a great place to implement A/B testing. For example, you can test a generic CTA (Sign Up Now) against something more engaging (Yes, Sign Me Up), and compare the conversion rates. Get creative! Seeing what copy pushes consumers to convert is a very powerful tool that shouldn’t be overlooked.
5. Try a Live Chat Feature
How many times have you been on the fence when making a purchase? Maybe you had a lingering doubt or a question you couldn’t find the answer to. Customers on the fence are the reason why many businesses have added live chat components to their websites. With this feature, your sales representatives or customer service team members can help consumers in real time, alleviating doubts and clearing the path to conversion.
6. Make Your Site as User-Friendly as Possible
If you want customers to convert, having a user-friendly website works wonders. Easy navigation, clean design, and fun, clear copy are all imperative to the customer journey. Don’t bog consumers down with lengthy, keyword-stuffed descriptions and dozens of menu options. When consumers can get around your site with no issues, they’re more likely to access your call-to-action and convert.
7. Add Mobile Marketing to Your Strategy
According to Nifty Marketing, 86% of top landing pages are mobile-friendly. And, with billions of mobile users worldwide, it’s no surprise that people are shifting towards making purchases on their devices. To ensure these users convert, you’ll want to optimize your website for mobile, and even incorporate SMS marketing into your strategy. SMS lets you target these users specifically, with a high chance they’ll read your message. Just another way to help you increase your mobile conversions!
8. Decrease Page Load Time
Despite the pandemic, the world is constantly in go mode. With everything being so fast-paced, your page load times have to keep up. In fact, 40% of people abandon a web page that takes more than three seconds to load. Consumers who bounce are definitely not converting, so it’s important to do what you can to improve page speed. You can start by using smaller, compressed images and improving server response times.
Conversion rates not where they should be? Fear not! Think about what you as a consumer need to see before going through with a conversion, and work to make those changes on your site. When you look at the bigger picture, you may just find the perfect solution.