The end goal for all your marketing efforts is conversion. Conversion can be a purchase, sign-up, trial, demo, renewal, consultation, etc. Whether you implemented an inbound or outbound marketing strategy, all the traffic you drive to your landing page should try to give you the result you desired and help grow your business.
However, if your website conversion rate is less than 1% (as against the industry average of 3 to 5%), you need to wake up immediately. You need to adopt newer strategies and growth hacking techniques to engage visitors on your site and engage them to convert.
Here, we are going to uncover 9 conversion rate optimization techniques (with statistics) that you should implement on your website today to ramp up conversion rate from your existing traffic.
1. Deliver seamless user experience
UI and UX play a huge role in increasing the engagement of your website visitors. Forrester’s research found that better UI could raise your website’s conversion rate by 200% and better UX design could yield conversion rates of up to 400%. Even if you are maintaining a simple HTML or a WordPress website, your need to give an easy navigational experience for your users. Remove unnecessary distractions, use the right colors and font sizes, and make your website feel pleasant and attractive. Do usability testing before launching the website or campaign landing pages and ensure everything works well. Statistics say only 55% of companies are currently doing any kind of user experience testing.
2. Write a winning CTA copy
CTA (Call-to-action) is the place where the action happens. Unbounce figured that more than 90% of visitors who read your headline also read your CTA copy. All the effort you made comes down to it (like a climax scene in a movie) and you expect visitors to act on it. But, imagine for a second from a visitor’s perspective, it is a big moment for them too. They have to make a decision. They need to come to a conclusion that your product can solve their needs or pains and they need to trust you. And, trust is not an easy thing to get from someone. Few strategies that you could adapt to win their trust are showing the benefits (E.g., SAVE 50% NOW), assuring it’s a safe bet (E.g., GET FREE TRIAL), and try adding CTAs at different locations of a landing page (E.g., Sidebar, End-of-post, Widgets).
3. Add creative pop-ups
Pop-ups are one of the best ways to capture visitors’ interest. A pop-up can serve as a lead magnet, collect email list, or display an ongoing offer. Just FYI, few pop-ups have seen conversion rates as high as 50.2%! Nevertheless, the average conversion rate of pop-ups is 9.28%. Many e-commerce experts would also agree that pop-ups help to combat cart abandonment. Be creative in your pop-up messages and keep in mind that it should act as one last chance for getting your desired action before your visitors hit the close button.
4. Reduce steps in form fields
Having many details about your prospects helps you to know them better and tailor personalized journeys. However, if you ask too many details in the very first contact, they might get annoyed or suddenly get concerned about their privacy. Hence, the best practice is to have 3 to 5 form fields on landing pages. Zarella found that using one text area led to a conversion rate of about 20%, but using up to five text areas dropped conversion to below 10%. If possible, make the first step very easy with third-party sign-up services like Google, Facebook, Linkedin, etc.
5. Add a live chat solution
Today, live chats have come a long way. J.D. Power found that live chat is the most preferred contact method for customers as 42% of customers prefer live chat compared to 23% for email. And it’s not just that, 79% of businesses agreed that having a live chat service on their website increased customer loyalty, sales, and revenue. But how do you choose the right one? Although there are many live chat solution providers out there, the ideal way to choose depends on the type of business/product you are offering. Bots are good if you are using them only to answer basic questions like order tracking, appointment fixing, etc. If you are offering a high-value product or service, it is better to implement a hybrid solution where your visitors can initiate the conversation with a bot and have the ability to talk to a sales representative or customer service if they have an important query.
6. Take advantage of lead generation software
61% of the marketers say lead generation is one of the biggest challenges and nearly 50% of the budget is spent on lead generation alone. Despite all inbound and outbound marketing efforts, if your conversion rate is low, then you should think about investing in lead generation software. Lead generation software helps track website visitors and provide firmographic data of the organizations based on the IP and enables you to implement Account-Based Marketing campaigns to increase engagement and conversion. It is a pretty strategic approach but if implemented well you can see a big win. Account-based marketing is very suitable for B2B businesses and nearly 80% of B2B marketers adopted it to get higher returns, and it has proven to be the best marketing approach.
7. Invest in video content and voice search
A well-made video about your business, product, or service can capture the attention of your potential customers instantly. With emerging video content creation tools like shorts, reels, etc. you can connect with new-gen audiences too. Forrester figured that video content is 53 times more likely to reach the first page of Google than text. The types of video content that become popular in 2021 are explainer videos (72%), presentation videos (49%), customer testimonial videos (48%), video ads (42%).
And, with the growing popularity of Google Voice Search, Alexa, Cortana, Siri, etc., voice searches are taking online searches by storm. As per Google, 52% of people keep their voice-activated speakers in their living rooms. Voice commerce sales reached $1.8 billion last year as per OC&C Strategy Consultants and predicted to reach $40 billion by 2022. Since voice searches are making people’s lives easier and becoming part of their daily routine. It should be on top of your SEO strategy list.
8. Have a multilingual site
Most of the content on the web is in English but there are billions of non-English speakers who would like to see your website in their native language. It gives a more engaging experience and a much higher chance of conversion. Famous digital marketer Neil Patel saw a staggering 47% increase in website traffic when he translated his blogs into different languages. Having a multi-lingual site helps you go to global markets, reach newer audiences, and generate more revenue and studies show nearly 73% of customers prefer to purchase from a site that provides information in their native language.
9. Provide easy payment method
Having easy and multiple payment methods is often a missed oversight. Many times, we see customers abandon carts due to complex payment processes or limited options. Try having different payment methods based on your audience research. Worldpay Global Payments Report revealed that the preferred payment method of global online shoppers is eWallets (36%), followed by credit cards (23%), and debit cards (12%).
To sum up,
Conversion optimization is a highly evolving concept just like the evolving needs of your customers. The ones listed above are proven techniques for this year and the best way to identify the ones that work for you is by testing them all. Keep doing an A/B test on each of the techniques mentioned until you see ‘actual’ results.
I hope you find this article helpful. If you are a B2B company and looking for modern ways to improve your leads and conversion, learn it from our blog post here.
Tags: Conversion optimization, CRO, website conversion
About the Author: Praveen Yessendiran is a marketing manager at RoundView. He has over 15 years of experience in creating marketing strategies, campaign execution, and business development. Currently, he is involved in product development at RoundView helping the team with strategic inputs and positioning the product well in the market.