A low conversion rate will waste your efforts and budget spent to get visitors to your website. Your conversion rates are instrumental in your success. So, how do you increase the percentage of people that complete the desired action?
Firstly you need to identify the causes for your low conversion. Then you can make specific changes accordingly, rethinking and refining your existing strategy.
Generally, if you’re having trouble converting traffic, there’s one or several specific reasons behind the problem. There might just be a few areas that need to be tweaked, but first you need to understand what they are, otherwise you are left in the dark.
Sometimes by making a few small adjustments, you can instantly begin to improve the percentage of people that complete the desired action on your landing page, website or webshop.
Here are 9 tips we have identified over time that influence conversion rates.
1. Is Your Strategy for a “Call To Action” Clear?
The first component that you might need to look at is the intended action that you want from visitors to your landing page. For example, if you’re expecting these visitors to make a purchase, then a direct sale on the landing page could be the wrong approach.
Instead, you should focus on getting your visitors contact by giving away a valuable Freebie. Don’t give visitors a hard sell right in front.
Give them an irresistible offer, such as a downloadable guide or video, so that you can capture their email address or contact information.
By itself, this step should lead to higher conversion rates on your landing pages, because there are no risks for the visitor. People are more willing to give away their email address in exchange for a free offer than they are to make a purchase on their first visit.
You’ll then follow up these leads with emails, encouraging them back to your site to make a purchase.
2. Are You Hitting Your Exact Target Audience?
If you’re having trouble with conversions, your targeting of the right audience could be to blame. You need to understand who your ideal customer is and make sure that you’re targeting the right group people.
The more you understand about your target audience, their pains, their desires, their problems, their needs and their wishes, the better you can laser-target your ideal customer.
Use the demographic data such as on your own website analytics or tools like “Facebook Audience Insights” to analyze your Target Group. Find the traffic that converts. Understand what makes these visitors different from the ones that don’t convert. You might find that a particular region, interest group, behaviour, age range, or gender results in higher conversions.
You can then use this data to improve the copy used on your landing pages. The more specific you feel you are talking to one person, the more personal and targeted your message comes across.
Then, adjust ad campaigns to reflect the data – change your targeting options to focus on the right regions, age range, interest group etc.
3. Don’t Use Too Many Fields in Your Forms
Another factor that could result in lower conversion rates is the form on your page. Whether you’re collecting email addresses or offering a product or service, your form should be easy to fill out. If people need to stop and think about what they’re doing, they may change their mind.
Basically the shorter the form and the less information a visitor needs to enter, the higher your conversion rate is.
The form should only contain fields that are necessary to complete the action. For example, if you’re getting people to join your mailing list, you really only need their email address. Though, you might want to get their name, so that you can personalize their emails.
Tests have shown that it can make a difference of up to 24% just on whether people have to fill in their name on an opt-in form.
So, if there’s no need to ask for their phone number, address, country, and other data unless it’s needed to complete a purchase, don’t include them in the form at all.
If you want to increase conversion rates, you’ll need to look at what you’re doing. Make sure that you’re choosing the right goal for each landing page.
4. Is Your Website Loading Fast Enough?
The speed of your site can also severely impact your conversion rates.
A slow loading website does not only decrease the user experience, the real problem is that people simply don’t want to wait. Studies have shown that every 1-second delay results in a further drop in conversion rates.
Imagine you have a slow website for whatever reason that takes up to 10 seconds to load the pages. After clicking 3 or 4 times the user might already get annoyed, jumping of to another page to get what he/she is looking for.
Check the speed of your landing pages. The page should load in less than 3 seconds. After 4 seconds, over 25% of your traffic will leave.
To improve speed, remove everything that is not necessary. Keep your page simple. You don’t need a sidebar and an abundance of plugins. Especially a landing page should have a single focus, so there’s no reason to include anything unrelated to the main purpose of the page.
A landing page typically includes a headline, text, a few images and videos, and a form. Don’t clutter the page and slow down the speed.
One of the best ways to test the speed of your website is to use Google’s own developer tool called PageSpeed Insights. It makes a detailed analysis of your site and gives you a list of what is ok and what needs to improve, sorted by urgency.
One of the points often pointed is to web-optimize your images. If an image is only going to display at 200 pixels, you don’t need the original image to be 1200 pixels. Determine the maximum viewing size of each image and scale them down in their dimensions and use an optimal compression for web display.
A perfect tool for fast and easy compression is tinypng.com – You can just drag&drop your images there, it will convert on the spot and allow you to download the compressed version. There is also a WordPress Plugin available.
5. Is Your Copy too Hyped? – Get Rid of the Jargon
You need to get rid of the jargon on your landing page, because people don’t respond to phrases and words that they don’t understand.
When you’re writing sales copy, you want people to understand your message. Keep it simple.
You need to get rid of the fluff and hype. Here’s a few examples of jargon that needs to be eliminated:
These fluff words don’t need to be added, if you have a real value to offer your visitors. Instead of stating that you’ve got a “high-quality product”, you might state that you’ve got a “product that will change how you handle…”
People are not stupid and respond very negatively to overhyped sentences and claims. A too exaggerated wording or too many hard-claims might turn people away from a possible good offer that you are making.
6. What Makes Your Offer Stand Out? – Decide How Your Product is Different
You need to know how and why your product or offer is different from your competition. And you need to be able to express it in a credible and convincing way. You should never state the obvious in your copy text. Instead, focus on what sets you apart. Otherwise, you’re focusing on what makes you the same as everyone else.
For example, if you are selling pizza, you wouldn’t want to write that your pizza is delicious and good tasting as one of the benefits. This is a given. Instead you might want to emphasize that your pizza ingredients are all local or that your delivery time is super fast.
By focusing on the outstanding strengths, you can set yourself apart from the rest of your competition.
7. Are You Hiding Any Downsides? Address the Most Common Objections
Write a list of reasons why people may be hesitant to make a purchase on your website. Be honest and come up with the most common objections.
When you know all the possible objections that your customer might have, you want to integrate and resolve them right in your copy text.
For example, people may be hesitant to purchase from an unqualified source. To address this, you need to explain and proof why you’re qualified to offer your product or service.
Another common objection is that your product may not work for every customer. To address this objection, you might want to provide customization of your product or you can simply include a variety of customer testimonials.
Write the list of objections and then address them, one at a time. Use this list as a checklist that you go over and make sure that you provide a solution or proof. This way you relate with your customer and address their objections even before they come up with them.
8. Keep it Short, Clear and Precise
Keep things short. This applies to everything especially on your landing page. The words, sentences, and paragraphs should all be short. This makes your content easier to read and gives your visitor a better user experience.
Most people don’t read every single line in a sales ad or landing page. Most simply skim through it. Break up your content and use shorter paragraphs.
Whether it is text, images, or graphics – organize everything in a way that it is easy for the eye to intuitively follow a visual hierarchy. This way you don’t only prepare the content for your visitor by hierarchy, you also guide your visitor to the desired Call To Action
9. Make it Easy to Complete the Next Step
The last point for improving conversion rates is to make it easy for your visitors to complete the next step.
Whether you’re having them subscribe to your email list or register for a webinar, the form they fill out needs to be as short as possible.
Typically, you should only include the required fields in your form. This includes name and email address. You really shouldn’t require more than 3 or 4 fields at max. Beyond this, conversion rates start to drop noticeably.
Also never use two or more Call-To-Actions on a page, except you really know what you are doing. When people are confused they tend to not click on anything and leave the page.
These are just a few tips for increasing your conversion rates. You should also implement using A/B split testing to try out different headlines, images and calls to action.
Don’t forget to always just test one element at a time. After enough data shows which one is the obvious winner, proceed with the next element. This ways you can optimize a low converting landing page or a campaign within a short time to perform two to three times better.
If you have any questions feel free to leave them in the comments below and I will reply.
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