Every business wants to convert more of the traffic which comes to their website, whether that means a visitor becoming a customer, or taking a certain action such as signing up to their mailing list. Ultimately, if they can convert more of their existing visitors then they need to spend less on driving traffic to their site.
In a nutshell this is what a conversion rate optimisation strategy aims to do, namely to turn browsers into buyers. To do this often involves a great deal of testing. Website design, sales copy and even the positioning and colour of buttons can be tweaked to see which converts better.
However, there are other concrete steps you can take to engage your audience. The longer a person is on your website the more opportunity you have to show them what is on offer. Therefore, if you implement any of the following techniques you are deepening your visitor’s experience, making them more liable to browse for longer; return more frequently; or convert to become a new client.
Sometimes when a person is browsing a website, especially if it is an e-commerce one, they will have questions about the products or services, questions which are not answered on the site itself. VoIP connectivity now makes it easy to add a live chat box or a click-to-call button on the site itself, so that visitors can gain answers to their questions immediately.
This can make a huge difference as to whether a person makes a purchase. First, because they will have all the information they need straight away and second, because they are talking to a person live, they will gain a better idea about the quality of your customer service. Therefore it’s always important to ensure your support staff have all the necessary information to hand and are trained in pre-sales technique and customer care.
If you can add professionally produced and directed videos to your website, which engage and educate your audience about what your business offers, you stand in good stead to increase your conversion rate. Through video it is often easier to explain a great deal more about what a business offers much more quickly. Therefore, instead of a visitor having to read through pages of text a video can sum up the core concepts for them in just a couple of minutes, making it much easier for the viewer to absorb the information and decide whether they want to purchase.
In addition, visitors to websites like to see something new, and information communicated in an entertaining way through the medium of video, is often fresh, exciting and highly shareable. If your visitors share the video to social media then you are also boosting your traffic numbers for no financial outlay.
Website visitors also like to be given the opportunity to share the experience they have had using your site or express their views on the product or service they are interested in purchasing from you. If you are open to receiving feedback then visitor surveys and polls can be a great resource for finding out more about your audience while also increasing engagement.
Perfecting your conversion rate strategy begins with the options outlined above, but it doesn’t end there. It is a continual processing of testing, refining and interacting with your audience so they gain the best user experience possible. As fast as you implement new techniques the digital world changes and therefore you always need to keep abreast of fresh developments so you stay one step ahead of your competition.
By James Timpson, content executive, IDT Carrier Services.