Posted On 02 Feb 2021
Marama Carmichael

If you run a business that depends on leads to generate revenue, you probably already know that getting online traffic to your website is just one part of the strategy puzzle. Getting that traffic to actually convert is where the real business value is. Not everyone visiting your website will buy, but these conversion rate strategies will certainly work to boost the amount that will!

Conversion rate is a metric we see used a lot. The higher the conversion rate the better the marketing, right? Bear in mind though, Forbes reports that the average web conversion rate for most businesses is actually around 2.35%. Your conversion rate will certainly never be 100%, but lower than the market average and you may be focussing too much on tactics that drive traffic, and not enough on actually closing the sale. Not everyone visiting your website intends to buy, but by using some of these strategies, you can certainly work to boost the amount that will!

Improve Your Call To Action (CTA)

Customers are more knowledgeable today than ever before. So if you’re still relying on call to action triggers such as learn more, sign up or buy now, you’re doing your business a huge disservice.

While there’s no universal way to define the ideal CTA, here are a few features of highly persuasive ones:

  • Focus on the action
  • Be compelling
  • Leverage urgency
  • Win customers with extra information
  • Make your offer impossible to miss

Increase Your Web Page Loading Speed

A website’s loading time is a critical element of any SEO strategy. However, most small businesses don’t give it the attention it deserves. The fact of the matter is… when a website has a slow load time, customers leave. Period. This is called User Experience (UX) and a bad UX can be very costly to a conversion rate.

According to Google, the average webpage takes about 15 seconds to fully load. But do you want a statistic? Over 50% of mobile users will abandon a webpage that takes more than 3 seconds to load. Let that sink in, and then ask yourself, why haven’t you made site speed a more important part of your strategy?

Make Your Website Responsive

These days, mobile devices are more accessible that desktop computers. There are now 6.4 screens in the average Australian home, with smartphone, tablet and laptop among the most common.

Having a responsive website mean that it is able to resizes itself to accommodate the varying screen sizes that may be used to access it. Why would you still only design your website to fit a desktop computer when your customers aren’t using that device? It’s a more common error that you may realise.

Today’s customers don’t have the luxury (or frankly, the patience…) to wait to be redirected to another page that supports their devices. If your website isn’t responsive, most visitors will immediately move on and a lot will never look back. And this can really hurt your conversion rate! Ensure your page is designed in a way that supports multi-device to help boost sales – and hint, hint… this blog will help to get you started.

Testimonials And Reviews Matter

Most people don’t trust brands but they do trust other people. Now read that back, slowly.

According to the 2018 Sensis Social Media Report, about 68% of Australians read reviews before deciding to make purchases. So if you don’t leverage reviews, you’re taking a humongous risk.

Reviews encourage potential customers to take action, and that means increasing your conversion rates. However, you need to play by the rules when soliciting reviews. Businesses that don’t follow the Australian Competition & Consumer Commission guidelines risk getting fined.

Remarket To Abandoners

Some customers may express genuine interest in your business. They will place items in the shopping cart or fill in your online forms only to (annoyingly!) quit at the last minute. What can you do about it? You can remarket!

“But, they’re not interested” we hear you say? Actually, people are more receptive to remarketing tactics than you might think!

And if you’re not remarketing to these customers, well it’s basically like money down the drain. Think about how much time and money you’ve spent on your marketing strategy to get you to this point. You can’t afford to give up on them now! They are warm leads, that may just been a little bit of extra work to get them over the line. But a lot less than starting from scratch, that’s for sure!

If you struggle with a low conversion rate, these strategies may help you to turn that around. But if you want to learn more about any of these topics, or see how else we can help you to up your strategy game, why not book in for a free strategy call and let us see how we can take things to the next level for you? Contact us today!