If there is one great investment you KNOW your business should make – it’s improving your site’s conversions.
Unlike getting more traffic, which requires performing a long list of tasks, getting more conversions is sometimes as easy as rephrasing a sentence.
In terms of website conversions, there is always room for improvement. A website is THE single source of business for you, and your site could probably generate far more leads and conversions if you just did more tests, added more popups; optimized it for more conversions.
This ‘website FOMO’ is inevitable, but you can meet the challenge and work to keep improving conversions. If you decided to do just that – where would you start?
To help you figure this out, we asked top CROs, marketing and website building experts for their most relevant conversion tips for 2019.
Facebook Messenger Ads –
This is a new Facebook Ad format that sends you user contact information and gives you permission to send them messages, every time someone clicks on your ad. So instead of sending traffic directly to your website from a Facebook Ad, have them go to your chatbot, then to you website, thus generating a 100% conversion rate.
When it comes to optimization, tactics, best practices and “hacks”, rarely work. Thousands of AB tests have shown time and time again that changing the color of a button, the headline or removing a field in a form isn’t where true growth lies, true growth lies in customer-centric optimization. All the analytics, tools, automation and data in the world won’t get you the uplifts you need, not if you are missing the key that brings them all together.
If you want to start creating landing pages, websites and campaigns, people love to convert to, you have to master the one skill that matters more than anything in the world: selling with emotion.
One of my top priorities this year regarding website conversions is to make sure that any relevant information and my most important Calls-to-Action are clearly visible at the top of my pages, with no scrolling necessary: my lead generation form, links to connect with me, information about who I am and what I can do.
As the billionaire Ben Horowitz says, “There are no silver bullets, only lots of lead bullets.” In other words, there is no magical strategy, channel, app, or offer that will fix your conversion numbers for you. More than likely, you’re going to have to try lots of different things to hit your conversion goals.
Look at a full year’s worth of ad data. Get a spreadsheet of all your paid search ads with text, impressions, clicks, cost, and conversions (if you track that). Sort by impressions. Which high-impression ads generated the most clicks? The most conversions? What words seemed most effective? Which Calls-to-Action? What URLs were these ads aimed at?
Leverage High-Value Keywords in CTAs –
Your Call-to-Action needs to be strong enough to persuade people to jump on board. What could be better than using the language your prospects use themselves?
With solid keyword research, you can discover keywords that are already bringing traffic to your site, and then incorporate them in your CTAs.
By aligning your copy with user intent, you can connect with site visitors, effectively capitalizing on existing traffic to boost your conversion rate.
Phrases like “submit” and “sign-up” are worn out. Instead, try more engaging Call-to-Action phrases to present your CTA in a more appealing way.
Ask or survey your audience about what their biggest obstacle, challenge or pain is when it comes to the service or product you offer. The more you can get to know their problems and challenges, the better you can solve them. This carries right through to your website language, web-page features, forms, buttons and #AllTheThings. If you don’t know what problem you are trying to solve, all that stuff won’t work as it should.
Using headlines/highlights for displaying testimonials –
Often, companies slap on a HUGE testimonial or a block of text with a headshot and just hope people will read them.
In some situations, it makes sense to add a brief headline to the testimonial emphasizing the most important quote or overall theme from the testimonial. Or, you can use highlighting (like Case Study Buddy does on their home page testimonials) to draw attention to a compelling part of the story.
How to Increase Trust –
Nowadays, users are accustomed to beautiful, perfectly proportional interfaces via their operating system of choice (iOS, Android, MacOS, Windows10), and the browsers also look sleek (both Chrome and Firefox were vastly modernized in 2018).
What that means for you is that if your site does not have the same standards and your branding is all over the place, or your responsiveness is questionable, it sticks out like a sore thumb, and the trust in anything you present the user will drop instantly.
Luckily, the guys over at Elementor released the ‘Theme Builder’ in 2018 and this is something you should be able to use if you have a PRO license. We did it on our site with great success.
We managed to increase time on page by 50% and pages visited by almost 22%. This is the first step to higher conversions: increase the attention of the user.
My first recommendation would be to always keep testing new strategies. If you aren’t A/B testing, you should be. This is one of the only ways to make the correct data-driven marketing decisions when it comes to things like ad copy, landing page copy, CTAs, etc. I’m a big fan of Google Optimize right now, and it’s free!
Remember the “5-Second Rule”. Someone that visits your website should know within 5 seconds what your business is and what’s in it for them. Print out a picture of your homepage and show it to someone that doesn’t already know what you do, and ask them after 5-10 seconds what they think your website is about. If they don’t know after 5 seconds then you need to work on your headline, sub-headline, and any images on your homepage.
Conversion is all about people. Talk to your audience. Literally. Spend time with them. Try to understand their motivations, see what holds them back from making a move. Look for their real motivations. They don’t want to read a book. They don’t want to watch a video course.
And no, they don’t need your product. They want to be more successful, they want to know more, they want to get home one hour earlier and spend more time with their kids.
They want to be appreciated, they are looking for simple things.
2019 is the time when probably qualitative feedback should become more popular, forgers experimenting with the same old conversion optimisation tips.
Get in touch with your users (phone, email, face2face), understand how different groups use/buy your product and then come up with potential test ideas.
Spend a LOT of time getting ultra-clear on the ONE main problem your target customer is experiencing, and the desired outcome they dream of. If you don’t really know the customer’s actual problem or what they really want their life to ideally be like, there’s no way you can speak to them in terms that will get their attention. Do this right, and you’ll solve 99% of the rest of your conversion problems.
Optimize mobile layouts for clumsy thumbs. We see the biggest and most consistent wins by split testing different layouts for mobile users. This doesn’t mean just making a site mobile responsive. Make it mobile optimized.
Remember, people use their thumbs to make decisions on a phone vs. their index finger (with a mouse) on desktop. Account for the inflexibility of thumbs, and place important Call-to-Actions in easy to reach places. The way your website functions on mobile should be very different.
Getting people to read your article in the first place. The first paragraph is where you hook the reader. First things first, let them know they’re in the right place by referencing the topic of the article right away.
Then leverage emotion to keep them reading. Impress them with factual data. Scare them with the possibility of missing out on crucial information. Or even entertain them with humor. Just get them to commit to your article.
Use an Exit Intent Popup to Offer a Trial on Your Pricing Page – Your product’s checkout page is a “serious page” on your website in the sense that if a visitor hits it – it usually means that they are serious about making a purchase. In other words, they are very deep down your marketing funnel and have realized that the value of your product might be worth their investment. That is why it is super important to optimize that page for conversions!
Many eCommerce websites offer exit intent discounts for that purpose, but when it comes to selling digital products like WordPress plugins and themes, instead of devaluing the product and reducing the potential transaction size, one good technique we recommend to Freemius community members is to use an exit intent popup to offer prospects a trial of the product. If you do, be sure that if you already have a cart abandonment recovery mechanism in place – you do not trigger the exit-intent popup, if the prospect has already entered their email address, to avoid a duplicate campaign.
Quantitive data from analytics, heat map tracking, etc. can only tell you part of the story. For the rest, you need feedback from your audience. Tools like Hotjar can provide on-site widgets that make this easy, or you can survey your subscribers & social media followers using a tool like Typeform.