7 Ways To Improve Your Conversions
I am ALL about the conversion rates.
Think about it for a second. You may not be able to increase your marketing budget, but you can definitely increase your conversion rates. And an increase in conversion rates by just 0.1% can be the difference in thousands (or even millions) of additional revenue.
In fact, I’m so passionate about conversion rates that I built a 7 point conversion rate optimization checklist that I use for every new client. Today I want to give that checklist to you.
Use this checklist to make sure your website or eCommerce store is running at optimal performance and maximizing revenue potential.
Are the main CTA’s (Call To Action) above the fold?
The “fold” is the portion of the web page that’s visible without scrolling. Your main call to action should ALWAYS be above the fold. Whether it’s a submission form, contact number, email opt-in, or product for sale, the rule is the same. Yes, some marketers debate the relevancy of being above the fold, but I always tell my clients to keep it simple. Your best bet is to put any call to action above the fold.
Are we making use of various multimedia?
Did you know that multimedia like explainer videos can increase conversion rates by over 20%? That’s a huge jump in conversion rates! Multimedia like videos and images can pack a serious punch and cause your conversion rates to spike. And with Facebook and YouTube taking over the Internet, it’s no secret that many consumers prefer videos over text. Are you utilizing the power of video and images on your website? If not, you’re probably hurting your conversion rates.
Does our page load quickly?
People are incredibly impatient. If your web page takes more than a few seconds to load, users will be clicking elsewhere. In fact, it’s been found that having an 8 second load time (just 4 seconds more than normal), can cause visitor loss of up to 75%. In the eCommerce world, that’s huge. The good news is that CMS like WordPress and Shopify offer SEO plugins that cache your website pages so that they don’t have to dynamically load every time. This in turn means a serious reduction in the time your website takes to load.
Are we creating a sense of urgency?
Smart marketers know that a sense of urgency can lead to a significant spike in conversions. This is simple psychology and a long-used marketing practice. I’m not saying you need to do anything drastic, but building in a sense of urgency to your pages can compel your website visitors to take action immediately. Including specific phrases like “limited supply” or “only 3 seats left” drives visitors to take action immediately.
Do we have a lead magnet / value proposition?
Offering some form of lead magnet is a fantastic way to get people to give you their contact information. In case you’re unfamiliar, a lead magnet is something valuable you offer potential customers in exchange for their information. Why should you do this?
The reality is, unless people really, really, really want to get their hands on your product / services, you’re going to have to provide them something of value in exchange for their contact info. On our site, we offer an in depth guide to search engine optimization in exchange for their email address. After they provide their email, we send them a PDF copy to the email they provided. We’ve seen email opt in rates triple since using this tactic.
Once you have contact information, you can begin to build a relationship with them, and then eventually close the sale.
Are we offering flexible payment options?
There are some people, myself included, who find paying with a credit card to be incredibly slow and annoying. I mean, you have to punch in all these different numbers! It’s painfully slow. The solution? If you’re selling directly from your website, be sure you accept multiple forms of payment. Quick checkout options like Stripe or PayPal resonate well with younger people and go a long way to help minimize shopping cart abandonment.
How many variations have we tested?
When it comes to conversion rates, you should test, then test again, then retest. You can study all the marketing data you want, but until you get your hands dirty on your own website, you’re never going to know what really works. There are tons of great tools to help you test, like Unbounce andLeadPages. If you’re on a tighter budget, make sure to check out Google Analytics’ In-Page Analytics.
As you design and optimize your website, run each element through this checklist. Conversion rates feed directly into your bottom line. You can’t afford to have lousy conversion rates, especially if a simple fix is available.
Remember, a small increase in your conversion rates could lead to a massive jump in your revenue. Don’t miss out on that.