Every business should be optimizing its conversion rate. By gaining more value from the website traffic and customers you already have, you’ll be able to lower your customer acquisition costs. Your business will grow and your revenue will increase by focusing on retaining each visitor that frequents your site. Try one or all of these 19 suggestions to optimize your company’s customer conversion rate.
#1 Create an individualized experience
“Just like restaurants trying to cater to each customer’s individual taste, online retailers should optimize their site to give visitors an immersive, individualized experience,” says Albert Liu, a Senior Digital Experience Strategist at Corra.
While it can be challenging to cater your site to each individual customer, it’s worth it when you see your conversion rates skyrocket. There are multiple ways to create personalized content. A few options include unique banners, pop-ups, headings, and landing pages. Choose the option that’s best suited to your business.
#2 Add a pop-up to your site
Pop-ups have a bad reputation, but they can actually help your conversion rate if done correctly. You need to make sure it only shows once per consumer, it needs to be easy to close, and there should be a 30-second delay timer on them.
For instance, you can create popups that will appear only after a specific users’ behavior or action on your website. Smart forms allow you to personalize offers and convert more visitors into leads.
“If you figure out what offer works best for your particular customer, such as a PDF, premium content, or freebies, then you can easily boost your conversions,” says Jesse Richardson, CEO of The Brothers Apothecary.
#3 Remove unnecessary form fields
“To maximize conversions, make sure your forms are concise. Your sales team needs critical information from your customers but they don’t want to lose prospects in the process. By removing any necessary fields, you’re likely to increase your signups, thereby turning your prospects into clients,” says Christopher Ager, Co-Founder of HomeBreeze.
#4 Add testimonials and reviews
Everybody loves to see positive reviews or testimonials for the products they’re buying. If you’re a new company without a lot of brand awareness yet, it’s even more important. Consumers want to purchase from a company that they trust. By highlighting your positive feedback, you’re not only increasing sales, but hopefully adding to your glowing reviews.
#5 Remove distractions
You want to make sure first-time visitors to your website are not overwhelmed. Many times businesses try to put too much information on their site which can actually turn people away. Instead, focus on a clean and simple landing page.
“Everything should be easy to navigate, and questions should be answered efficiently. Highlight the benefits of your product, testimonials, and visuals. Keep it to the point,” says Michael Mosse, Co-Founder and Head of Revenue for Hoist.
#6 Add a third-party signup service
Many websites now are utilizing third-party sign-ups such as Google or Facebook. It seems simple, but it works. This eliminates the need for a signup form altogether. These other websites already have information on your prospective customers, so you can use that to your advantage.
#7 Strengthen your call to action (CTA) copy
“It may seem like the best CTA copy is simple, such as “Sign up” or “Start trial,” but it actually benefits you to play around with the language a bit,” says Amaury Kosman, CEO of Circular. “For instance, the word “Yes” is very effective. It spins your offer in a positive light. “Yes, I want a free week!” produces better results than “Start trial.””
#8 Add live chat
Live chats are perfect for those customers who want to sign up or purchase your product, but just have a question or two. They’re not hard to add to your website, and they easily help your conversion rate. If your customer can quickly get their question answered while they’re still on your site, they’re more likely to make the purchase right then and there.
#9 Find the right offer
“The first offer or promotion you come up with might not resonate with your target audience, and that’s okay. It doesn’t hurt to try multiple offers until the right one sticks. Be willing to experiment, eventually you’ll land on the offer that your customer base is interested in,” says Tirzah Shirai, CEO of Blink Bar.
#10 Offer a money-back guarantee
Many consumers are risk-averse, especially when it comes to trying new products or services. To counteract this fear, offer a money-back guarantee if your customers aren’t completely satisfied. You can put stipulations on this if need be. For instance, make the customer try it for 30 days before making their final decision.
“Offering this guarantee will build trust and customer loyalty. Even if the customer ends up returning your product, they’ll speak highly of you to their friends and family. And, maybe they’ll even give you a second chance with a different product,” says Ari Sherman, Co-Founder of evo hemp.
#11 Add a countdown timer
Adding a countdown timer can create a sense of urgency among your consumers. People naturally get nervous when they’re being timed. Capitalize on this sensation by offering a limited-time offer. The timer should only last a few minutes, enough time for the customer to actually make the purpose. It’s an interesting phenomenon that will boost your conversions.
#12 A/B test your headlines
A good headline is critical when optimizing your conversion rate. The majority of people that visit your landing page will only read your headline. If your headline doesn’t resonate with your target audience, then your conversion rate will spiral downward.
“Do a A/B (or split) test on two different headlines and see which one receives the most clicks or call-to-actions. Your variables should include length, tone, statistics, and numbers to see what works and what doesn’t,” says Joel Jackson, Founder of Life Force.
#13 Create a compelling value proposition
You need to be clear on why your potential customers should buy from you, and not your competition. What does your product bring to the table? You need to reflect on what makes your product or service unique. Once you have that nailed down, ensure that you can articulate it in a compelling manner.
#14 Set up a sales funnel
“Customers are more likely to buy from you if they trust you. By asking for a sale or a signup right off the bat, you’re likely to lose them,” says Cody Candee, Founder and CEO of Bounce. “Instead, build awareness and interest before diving into the sales pitch. You can do this by offering a complimentary trial, a demonstration, or free advice. Once you build trust, it’s easier to make a sale.”
#15 Eliminate the jargon
One of the easiest ways to lose people is to write content that they don’t understand. Your website needs to sound like you’re talking to a friend. If it’s filled with overly big words or complex sentences, you’re going to turn off the everyman. Make sure you’re writing for the average person, and not the average company.
#16 Address objections
It’s best to address objections head-on. Think of hesitations your customers might have, and address them on your sales page.
“Back up your claims with credentials, experience, and awards. List testimonials from all different types of people. Explain your price point and what sets you apart from the competition, says Maegan Griffin, Founder and CEO of Skin Pharm. “Tell your audience how your product or service can solve their problem. By being proactive in your sales pitch, you’re eliminating the naysayers from the start.”
#17 Make it easy to buy from you
Buying from you should be intuitive. Customers should know where to click next. There shouldn’t be too many options or too many fields to fill out. Let your customers sign out as a guest and offer free shipping and returns. Make buying from you as straightforward as possible.
#18 Communicate value
“Explain to your customers why your product or service is priced the way it is. You don’t want to lose out on a potential sale because the customer believes your product is overpriced. Give your audience enough information through bullet points, statistics, videos, testimonials and images to convince them of your company’s value,” says Benjamin Meskin, President of Cabrella. “Also, list the price at the end, so you don’t risk someone making a snap judgement of your price before learning of the value it offers.”
#19 Compare yourself to your competition
Your target customers are going to compare your business to your competitors whether you like it or not. Take advantage of this, and beat them to it. On your website, compare your products to your competitors. During your comparison, point out things that your company does better. Depending on the type of product your business sells, you can either point out the specs or give a more detailed description if the differences are more complex. Also, highlight any additional features you offer that make you stand out.
Jeremy Abel, a Client Strategy Partner at rDialogue says it best, “A website without conversion rate optimization is like a car with no wheels — it will take you nowhere.” Make sure your website is taking you places by using the above strategies to convert your prospects into paying customers.
