Before we kick off this blog, let’s get clear on what exactly we want to skyrocket: your conversion rate.
Conversions don’t always refer to site users making a purchase. Desired actions can include filling out a form to download an ebook, signing up for your mailing list, requesting contact, or clicking on a PPC ad.
With all that said, one of the most basic truths of digital marketing is made obvious: the main reason for having a website is to get conversions. When you’re conversions aren't skyrocketing, your website isn’t performing like the sales powerhouse that it should be.
If you’re conversions aren’t as high as you’d like, try out these ways to improve your website’s effectiveness. And even if they are high, try them anyway - because when it comes to website conversions, the sky's the limit!
1. Communicate your Unique Selling Point
Your USP is simply what sets you apart from competitors who do the same thing you do. Your differentiating factor could be that you provide unmatched customer service, rock bottom prices, or your particular approach to your industry niche. Whatever it is, make your value proposition to the point and clear to your customers by making it a central theme of your website. Customers want to know what they get with you that they can’t get elsewhere.
2. Include CTA’s on All Content Pages
If conversions open the door to leads, calls-to-action open the door to conversions. CTA’s can be as simple as linking to a few blogs at the bottom of a page and asking you to click on one. Or they can be like the one to the right on this page-or this one below-offering you a free download.
For CTA’s to work, people have got to see them first. It’s obvious, but if you’re not including one on each content page you have you’re missing out on conversions. Count the number of CTA-less content pages on your site and you’ll know the number of missed opportunities for conversions.
3. Clear Landing Pages
The landing pages that are the home for your CTA’s should focus only on the CTA. A headline, image, a few bullet points and a final call to action alongside your form are perfect.
Notice on this page that there is nothing that distracts from the way a user can take action. That means no menu, obvious sidebars and headers, or images that aren’t related to the offer.
4. Optional Form Fields
The debate about how many fields to include on your forms continues to rage on, and conventional wisdom states that fewer fields are better. A variation on this advice is to include more of the fields that you want information about, but to make them optional. That way you decrease the friction that comes with too many fields, but still make it possible to get more information if the user is willing to give it.It’s always possible to get more--or higher quality--conversions no matter what your current strategy looks like. Making these tweaks is a good place to start optimizing your website for conversions before moving on to more advanced techniques for getting users to take action. They should help your conversion rates lift off with the least amount of work.