In online marketing, the conversion rate is the ratio of total visitors to visitors who perform desired actions. Companies will measure successful conversions based on the nature of their business and their goals. An online publisher might consider submitting a form on a subscription page a successful conversion; whereas an online retailer might measure their conversion rate by number of clicks to the "Add to Cart" button.
Higher conversion rates typically translates to a greater return on investment. Internet businesses in every industry will use many methods to improve conversion rates. Some of the strategies are listed below:
Testimonials reduce risk and provide social proof. Having satisfied customers express their positive experience will increase trust in your business. Every claim you make should be supported by evidence. It is thought that using customer testimonials can result in more than 60 per cent increase in revenue per customer. It’s the recommendation that helps encourage people to buy your product or invest in your service. Customer testimonials show that other people have tried it.
Use them on homepages, product landing pages as well as on your email opt-in landing page. You can ask for testimonials or spot them on social media and grateful email messages you get. It is appropriate to ask the sender if they wouldn’t mind letting you use some of those words on your website.
A call-to-action (CTA) is a button or link that you add to your website in order to guide your visitor and tell them what to do next. In inbound marketing, they usually lead to a landing page where the visitor can fill out a form and become a lead.
You want your CTA to grab the attention of your visitors and entice them to click.
Show your visitors an offer that is visually appealing and contains persuasive content as well.
In order to ensure your calls-to-action generate leads, you also need to remember the buyer’s journey.
If the call-to-action you’re adding to your site doesn’t fulfil the need of your visitor, they’re not likely to move forward.
Here are some tips to have in mind when creating calls-to-action that will generate leads:
Call to action examples:
Contact form: The contact form is typically the gateway to allow people to submit their information to a company. This is the gateway for the consumer to initiate a conversion with your company. You need to keep your contact form simple. Keeping it simple will allow for minimal perceived risk to the end user. If it takes a long time to fill out a form it could be a potential risk. Visitors could also be questioning whether they are going to get a phone call or email as well as wondering when they’ll get a response.
A good contact form will allow a user to feel that there is no risk in submitting their information. Have only the absolutely needed fields that are required. You can add a few more fields into your contact form to help quality or send certain requests to the correct person. But your contact form should never exceed the length of your browser. In other words, keep it above the fold.
Tell people when, how and what to expect once they fill out the contact form. Will they get a call, an email, a package in the mail? That also reduces the risk that a user may feel if they know how they’re going to be contacted and by when.
In conclusion, when you pair a simple contact form with a great call to action that is clear and defined, you’re well on your way to a higher converting landing page. Don’t forget to test your call to actions. Since some people react differently to certain phrases, always test to see which one works best for your users.
Another approach you can take to increase the conversion rate is to create a sense of urgency. For product-based businesses show how the number of stock items is reducing each time a purchase is made. For service-based businesses include time sensitive offers. This will motivate the visitors to grab the offer before it’s expired.
Website design should reflect the vision and purpose of the company. Everything used from colours to layout and images should represent your brand. Keep things simple and aesthetically pleasing. Avoid using complicated navigation menus. Make sure your message is clearly written and has an impact in the first few seconds.
If you would like help to make this happen for your business, get in touch with the Perfect Layout team today on 01708 578 015.