Your company’s website is one of the top marketing tools you can utilize, second only to your social media strategy. Not only does it act as your brand’s first impression, but it is also a prime driver for sales conversions. Increasing conversions is one of the main goals of your website, compelling visitors to take the desired action (purchasing a product, signing up for a newsletter, etc.), to boost your overall revenue. But if you find yourself asking, “Why is my website not converting?” you might not be grabbing your potential customer’s attention. Today the digital marketing strategists at The Hive are sharing how to increase conversion rates on your website.
How to Increase Conversion Rate
A typical buyer’s journey looks like this: A visitor comes to your website via a search engine or clicking on a targeted advertisement. The visitor is seeking answers. If you provide them with what they are looking for, the visitor might willingly purchase a product, fill out a form, or schedule an appointment. Your job is to make this journey and conversion as pleasant and seamless as possible.
When visitors browse your website and don’t take action, it generally means your site needs some work. Instead of lamenting the lack of conversions, grab your visitor’s attention with these website tweaks.
Utilize SEO
SEO is critical when learning how to increase conversion rate. Why? Because without SEO, your website is just a blip on a search engine among hundreds of thousands of other businesses. A local SEO strategy typically includes:
- Local keyword research to ensure your content targets the terms your audience searches
- Expert content creation to target your keywords
- Masterful content strategy to ensure your content is seen by your target audience
- Optimizing your Google Business Profile
- Strong internal link building so Google crawls your content faster
Test a Variety of CTAs
Every page on your website should have a single goal with a clear call to action to encourage visitors to take the next step. Depending on your company, strong CTAs can include “Sign Up Now”, “Call Now”, “Book Today”, or “Schedule an Appointment”. According to HubSpot, personalized CTAs can improve your conversions by 202%!
Create Mobile-Friendly Pages
In today’s digital landscape, over half of your customers and potential customers are searching for your business on their mobile devices, 52% to be exact! That means your website must provide a seamless mobile experience to convert visitors into customers. A mobile-friendly website includes:
- Easy to read text
- Links and navigation are easily accessible and clickable
- Page headers and images look great and display properly
- Fast loading pages
Measure Metrics
Measuring, testing, tracking, and reviewing website activity is crucial when trying to increase conversion rates. Many business owners are unsure of what they should be measuring or have no idea how to read the data. Start with tracking these nine website metrics:
- Number of visitors
- Bounce rate
- Average page views per session
- Session duration
- Average time on page
- Top traffic source
- Top device source
- Interactions per visit
By regularly checking these numbers, you can work on improving them by adjusting and fine-tuning your efforts—backed by tangible data!
Showcase That You Are Trustworthy
Security trust symbols, an SSL certificate, reviews, case studies, and user testimonials can all improve the security and trustworthiness of your website. Customers are more likely to use your service or purchase your product after reading a review from a real consumer. Including these tactics can boost potential visitors’ confidence in your website, which will hopefully lead to a conversion.
How the Digital Marketing Strategists at beMarketing Can Help
If you’re looking for expert local SEO or content marketing services to help drive traffic to your website and convert casual browsers into customers, contact beMarketing! Our team has the necessary tools and resources to help you evaluate your current website and messaging to increase conversions, sales, and revenue. Get started on a project today.