Website conversion is not a chance of luck!
It is the art of optimising your website in a way that entices your target audience to choose you over your counterparts.
Websites are one of the greatest lead magnets and implementing conversion optimisation strategies is an absolute asset for a business.
How satisfying would it be for you to just focus on your products and services while the customers themselves come looking for you.
All this boils down to one golden egg - “ Website Conversions”.
But what is a Website Conversion? And how to build a high converting website? Read on...
What is Website Conversion?
When a visitor follows your page’s directions and completes a predetermined action on your website, it is cited as a conversion.
While buying your product or service is the ultimate goal of your conversion plan, other actions taken by visitors such as logging in to your website, subscribing to your newsletter etc are also considered forms of conversions.
Why is Website Conversion Important?
Your website is probably the only aspect that your customer sees before judging your product’s worth and approaching you to sign up. That’s why it is essential to optimise your website in a way that it best persuades your visitors and converts them into customers. Besides, your company’s digital presence is of no use if you aren't getting the best ROI from it.
The Basic Website Conversion Checklist
First things first! Before your website can start creating hordes of customers, it needs to attract visitors. To do that, it needs check some basic boxes:
- SSL Certificate
- A good site speed
- SEO focused content
- A great design
If you’ve met all these regulations, kudos! Your conversions are now all set to thrive.
Now that your website satisfies all the criteria for a good website, let’s get started on how you can make it one of the best converting websites online:
How To Build A High Converting Website
To create a website that converts, you need to create several opportunities and click events across your webpage that compel your visitors to take action.
Listed below are some tried and tested strategies that’ll help you create these opportunities without compromising user experience.
1) Ensure Seamless Navigation
Remember this! Your visitor would leave your site if he doesn't find the page he's looking for in the first 3 minutes.
A website's navigation has its own way of influencing conversions and sales. Having a structured website with a neatly organized menu is definitely going to help.
Create a menu that showcases all the webpages categorically, in order to help your visitor navigate it seamlessly.
There are several ways to set up your page menu. Hamburger and Hover menus are some of the most loved ones among viewers.
Besides having a great menu, the right placement of Call-to-Action and headlines play a key role in enhancing user experience.
Make sure you place them in a way that compels visitors to take action.
2) Keep it Skim Friendly
Did you realise how you just skimmed through the whole blog, picking up only what you wanted and skipping the rest?
Let’s be real! Humans are impatient. In such a scenario, if your content doesn't keep visitors scrolling, you will be left behind in the race.
That is where powerful headlines come into play.
80% of readers don't make it past the headline. So, create headlines that your readers just can't ignore.
Don't stop there. Once you grab their attention, keep them hooked with engaging content.
Breaking your content into smaller chunks is one great way of doing it.
3) Write A Compelling Call-To-Action
True fact! Call-to-Actions have a direct impact on your conversions.
All the efforts that you put into the making of a website boil down to the Call to Action.
This is because CTAs are the deciding moments for a lead to convert or to bounce.
CTAs are those buttons, links or images that navigate a user through the website. They are the visual stimuli for your visitors.
That is why having a compelling CTA is an important factor in building a website that converts.
How To Write Effective CTAs
- Absolutely steal the attention of the user
- Highlight a big problem and a bigger solution.
- Offer Value
- Create a sense of urgency
How NOT To Write CTAs
- Don’t limit the website to one CTA
- Gaudy designs and fonts look spammy
- Avoid boring content
- Don’t be too salesmans-y
4) Pop it up with Pop-Ups
Let’s face it. Pop-Ups are annoying. But if done the right way, they can fetch plenty of conversions for your website.
10% of well-performing pop-ups have been reported to have a conversion rate of 9.28%.
What demarcates a bad Pop-Up from a Pop-Up that actually converts, is the value surrounding it.
Bad pop-ups can be compared to annoying salesmen who ruin your shopping experience by unnecessarily showing up in front of you.
Similarly, A pop up blatantly selling your product can rub your customers the wrong way.
Consumers are constantly on the lookout for value. Nobody buys a service on the first immediate visit.
They’d go through a whole process of learning about the brand, wanting to collaborate with the brand and then finally taking an action. Pop-Ups with context help a visitor to take this decision a little faster.
Pop-Ups can help you in mini conversions like generating leads, building an email list or directing your leads to your blogs.
Must-Know Pop-Up Practices
- Position and Time them well - Pop-ups that are relevant to what the visitor is reading can trigger them.
- Use them to make mini conversions - Instead of prodding your visitor to immediately buy the product, it is advisable to nurture your visitor by offering them something as a starter.
- Avoid flashy pop-ups that shout at the visitors - Good images and colours certainly have an impact on the visitor. However, gaudy Pop-Ups might seem spammy.
5) Give a much needed Human Touch
Consumers are emotional. That is why adding a tinge of human touch to your website can give them some “real” assurance. There are three ways of doing it-
1. Add Human Faces
Having human faces in your website designs can prompt emotions in a user.
They instantly feel understood and welcomed. In a world full of internet, providing your visitor a social setting could be a great sales driver.
2. Add Chatbots
A typical visitor comes to a website on the lookout for something.
Having someone to constantly assist them and solve their problems can make a visitor feel welcomed.
Such personal connections can get you into the good books of your prospects.
In fact, 80% of consumers who have engaged with chatbots have reported an overall positive customer experience
There are several chatbots that collect information from the users, schedule meetings and do other humanly stuff.
But remember to choose Chatbots that are actually intelligent and not sneaky at all.
CollectChat, Chatform, etc are some of the best-reviewed Chatbots.
3. Use VideoForms
VideoForm is a revolutionary tool that replaces chatbots with the power of human faces. (Interact with this one☝️ )
This new generation ‘video’ chatbot takes “human touch” to a whole new level .
All you need to do is record your video, embed it on your website and voila! You are all set to have face to face conversations with your website users.
With conversational videos of you and your teammates, lead generation, visitor assistance and amiability are taken care of in one sweep.
Check out Videoform.io and find out how you can effortlessly build connections with your visitors.
6) Add Value To The User Experience
This is one of the most underrated techniques in website conversion optimization.
Truth to be told, not all visitors come to your website looking for your product or service.
A lot of them come just to acquire information or to know a thing or two. So, it is very important to give them reasons to stay.
Create a power-packed group of blogs that have a lot of information about your set field.
Offer free e-books that can help them achieve their goals.
The possibilities of adding value are numerous. Choose the right ones that best suit your target audience and make them stay.
By adding such actual value to your website, you'd effortlessly get into the good books of your prospects.
The Takeaway
Building a website is a baby step towards creating a strong online presence.
Go ahead and strengthen your website to convert it into an actual sales funnel.
The above techniques are great for your website’s conversion rate.
However, it is recommended to overlay a couple of techniques together to get the best results.
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