If you own a business in 2020, then it’s also expected that you run a website as well. E-commerce is booming and is only set to grow more popular, so staking your claim in the digital sphere is more important than ever. However, this also means that competition is high, so you’re going to need to do more to capture your audience than simply host a site.
One of the best ways to do this is by boosting your conversion rates through CRO. Conversion Rate Optimization is the term that describes the process of converting a site visitor into a customer. It’s how you convince customers to trust you with their money, so optimizing your site with a CRO audit should be your highest priority.
It’s easy to get focused on making your entire site optimized all at once. However, optimization starts by revamping each page.
To help you get started, here are five key factors that you should know to make a high conversion page.
1) Track Your Numbers
This is the very first thing you need to do if you’re trying to boost your conversion rate. You need to know how many people are visiting your site and how many of those visitors convert into buyers.
Without this information, you can’t possibly build on what’s been successful and remove content that isn’t helping.
Granted, this isn’t a specific web-design tip, but it’s absolutely the first building block of conversion. Without analytical data, you can’t hope to build a web page that’s optimized for conversion. You need to know your audience, and the best way to achieve this is by gathering the data.
There are numerous programs available right now that can provide this data for you. Google Analytics is perhaps the most obvious option, but there are also services such as Clicky and Chartbeat, among many others that can provide you with the information you require.
2) You Need CTA’s
Another keystone of optimized conversion is CTA’s, otherwise known as Call to Action. This is the text on the page that encourages readers to move forward with their purchase or subscription.
You have seen thousands of CTA’s in your time surfing the internet. They usually include motivators such as ‘sign up today!’ or ‘don’t miss out!’ with a link to a purchase page.
CTA’s are a timeless and critical way to convince your audience to invest in your brand. They serve as the bridge between you and the customer. By including a personalized CTA button at the bottom of your page, you can double your current conversion rates. When you encourage
Just make sure your CTA is original and unique to your brand, and you can expect to see incredible results.
3) Use Mixed Media
Attention spans are short and getting shorter. Your audience isn’t exempt from this. Social media has transformed the way we consume information. People just aren’t interested in walls of text anymore. If you want to get your point across, whether you’re selling a product or a service, you need to step up how you’re using visual media.
This should include a mixture of pictures and video. Visual media is a fantastic way to convey information without sacrificing aesthetic appeal. Your page can seem vibrant and interesting while remaining entirely informative, which is an absolute win for conversion on two counts:
- It captures attention, which makes it more likely for visitors to hang around
- You can sell your service properly without leaving any necessary details out
Mixed media allows you to combine visual appeal with your sales pitch. The power of video advertising has long been proven, so there’s no reason to exclude it from your conversion page.
4) Take Your Audience Into Account
Initially, this might seem like a repeat of the first tip, but there is a difference between reading analytics and really knowing your audience. This isn’t to say that you need to be on a first-name basis with your entire clientele, but you do need to have an idea of who they are and what they are likely to respond well to.
Analytics help with this by providing you with key information about what your demographic is (age group, gender, location), but it’s what you do with this information that counts.
For instance, a younger audience is far more likely to appreciate complex UX/UI with all of the shiny new features built into it. An older audience is more likely to just want the information provided to them directly without the bells and whistles.
Once you understand what your audience needs from your service, you can create pages that are designed specifically to please them. You won’t necessarily land on the best tactic for your demographic right away, but you will certainly separate which tactics are suited for your demographic and which will never work.
If you get it wrong the first try, you simply try a different tactic to engage with your demographic. You need only look at the existence of A/B Testing to know how much of e-commerce is a process of trial and error. Don’t be afraid to take risks; you might be surprised by the results.
5) Earn Trust Through Email
Finally, a tip as old as conversion itself is gathering emails. It’s a common myth that asking for a user’s email is always an obnoxious action. The truth is, if you offer something valuable in return, it can be a mutually beneficial process that not only increases conversion but also builds trust.
Before implementing a pop-up, begging your visitors for their email, consider why they might want to give it up? What niche information is relevant to their needs/interests?
Offer them that knowledge in return for their email. You then honor that agreement by delivering this information, which demonstrates reliability, and you also gain direct access to your client base. This is a highly effective way to offer promotions and inside-information that can boost your conversion rates continuously.