Conversions mean more possibilities to get people to buy from you. Enticing visitors to download your eBook, sign up for your newsletter, consult your pricing page or make an e-commerce purchase could mean a lot to you. But you will succeed in this purpose only if you have a website optimised for conversions.
How to build it? Take care of some aspects of your website, like the website design, copywriting, and the ability to address the right people in a personal way.
Let's see the process step by step.
Conversion Rate Optimisation is the practice of continually improving your website or landing page's ability to convert visitors into leads or customers. The only way to succeed in it is to test the elements of your website (i.e. calls-to-action, headlines, colours, copy etc.) and gather data about the results.
That's why running A/B tests and Multivariate tests (MVTs) is crucial. You can run these experiments directly on Google Analytics, or through tools like Visual Website Optimise. Thanks to an A/B test, half of your visitors would see version A and half would see version B. Otherwise, an MVT allows you to essentially run multiple A/B tests simultaneously.
After gathering enough data, you can see which version is the best one and use it to get more conversions.
If you want your website to be sticky, it should be designed including visual cues and psychological triggers to catch visitors' attention. In particular, there are 6 principles of CCD:
1) Attention. In order to retain your visitors on the page they are reading, you should be careful to not overwhelm them with too much information all together. Remember 1 page, 1 goal.
2) Clarity. When somebody enters your website, he/she should immediately understand what's your business about, what you are offering and what is the next step to take in order to grab your products/services.
3) Credibility. Dan Tyre from HubSpot says that people don't buy anything from a company if they do not trust it. Obviously, credibility concerns the general reputation of a brand, but it should be built through the website as well. So be sure to include at least the following elements:
4) Congruence. It is crucial to align every page on your website and adjust them with your specific campaign goal.
5) Continuance. Remember to always ask your visitor to take a step further, to take a decision, in order to continue his/her journey. How to do this? With a call-to-action.
6) Urgency and scarcity. If you want your potential customers to make a decision, show them limited time and limited offers: it's a psychological trigger that sales and marketing have been used for decades.
Using the right words to address people can make a big difference in your communication strategy. For example, Joanna Wiebe from CopyHackers gives some suggestions about headlines you'd better put into practice:
SEO wizard Brian Dean is a long-standing copywriter. After tons of attempts, he recommends:
Contextual marketing is an online marketing model in which a website provides people with targeted content based on who they are and what they've searched before (i.e. analyzing recent browsing behaviours or their stage in the buyer's journey etc.).
HubSpot offers you advanced personalisation, the platform allows you to show different contents on your website:
That's it! Now you know how to optimize your conversion rate!
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