Conversion rate is the percentage of a specific desired action taken on your website, measured against overall actions for a specific event. What conversion rates would you be interested in? How about the percentage of website users who complete your contact form? Or purchase from your website? How about the percentage of proposals issued on Tuesdays as opposed to Wednesdays?
No matter what you want to track, optimizing your conversion rate is important. An optimized conversion rate means a deeper understanding of what works for your customers. Understanding what works for your customers means more money in your pocket. Cha-ching!
Good conversion rates are important. The better your conversion rates, the more money your business brings in. Need an example? Let’s say you spend $1,000 on your Facebook ads with a 8 percent conversion rate. This means for every $1,000 you spend, you receive 80 customers in return. If you improved your conversion just one percent, making it 9 percent, you’d realize the same $1,000 spend would net you 90 customers, an additional 10 customers. And you’d undoubtedly make more money from 80 customers than 90, right?
Ways to Increase Your Conversion Rates
1. Split Test Regularly.
A/B testing is the darling of CRO, or conversion rate optimization. A/B testing, or split testing, allows you to increase your website’s conversion rate by testing variables for performance. You can test your page titles, headlines, page layout, button size – even your pricing or business offer. You should always have at least one split test going at any given time.
There’s no perfect way to know what works for marketing your site, so continuously testing will be the only way you’ll ever know what works and what doesn’t.
2. Review and Define Your Sales Funnels
Check your sales funnel. Are you moving too fast? If you ask for the sale before your buyer’s ready to commit, this will reflect in your sales funnel. People need to interact with you an average of seven times before deciding to work with you, even longer if your product is more expensive or elaborate. Slow it down just a bit, then focus on building a sales funnel that builds a relationship and trust of your expertise.
3. Apply Social Proof
Have you ever read about personas? Personas are general archetypes reflective of customer buying personalities. There are four types of customer personas: Competitive, Spontaneous, Humanistic and Methodical.
Humanistic personas are social butterflies in a sense; they love to know what everyone else is doing. Feed their curiosity by giving them reviews and testimonials from other customers who’ve purchased your products and love the results. They’re slow to purchase, but once they do, they’ll rarely make a return.
Other personas benefit from testimonials too. Spontaneous personas will glance at everyone’s result, and then jump right into your product or service if it seems like something they’ll immediately need. Competitive personas want to be the best; if they read your product will help them be the best at what they do, they’ll jump all over it.
Methodical personalities are a little different. They won’t simply rely on what you say, nor what your customers say. They’ll read everything to get a well-rounded view, and take their time before making a decision. Once committed, however, they’ll be more than loyal as they’ve invested in making the right decision the first time around.
4. Contact Information Makes You Trustworthy
Imagine searching online for the perfect red widget. You need one that’s not too dark, not too pale, and is a true red. After searching and searching, you find the exact one you need. You just want to confirm some of the details before you order. You click to the contact page and there’s nothing there. Okay, there’s a generic email address that says firstname.lastname@example.org, but that’s it. You can’t locate a name, address or phone number with customer service information.
Isn’t that creepy?
Double check your contact page and consider filling it out so it’s neither creepy or vacant. Your customers will feel reassured purchasing from you if they know how and where to find you. Add your business address, your business telephone number and even a generous contact form so they can reach out to you for help. After all, when they’re contacting you, they’re ready to convert.