Previously we have discussed the importance of conversion rates and how to calculate your current rate but now we turn to the next bit; how to optimise your conversion rate.
CTAs (Call to Actions)
While you probably already have some CTAs on your business website, are they good, appealing, working? Typically call to actions use imperative verbs like ‘find out more’, ‘visit us’ or ‘call now’ but these generally don’t convert very well. Some call to actions to consider are:
- Join free for a month -as used by Netflix
- Launch -as used by Huemor
- Join the pride today -as used by Panthera
How does trust help with conversion rates? It’s actually the most important aspect of your conversion rate because without trust no one is going to buy from your business. Ways to create trust:
Include trust logos – specially designed logos that verify that your website is trustworthy and secure. Placing the trust logos above the fold is the best idea for better conversions. Websites with trust logos above the fold typically receive a 10-20% increase in conversion rates.
Again, it’s all about trust. Customer feedback, testimonials and product reviews are essential to building that trust.
Create landing pages
Landing pages are specially designed pages which serve as an entry point to a website. While any page of your website can be a landing page, in the realm of online digital marketing landing pages are pages which are designed as a standalone web page, separate from your usual website, which is used for a single objective. A landing page should:
- Contain a form to fill out to continue on
- Only exist for the purpose to capture the visitor’s information and attention through the form
In general terms, landing pages come in two different types:
Click- through landing pages
Click through landing pages have the goal of encouraging your visitors to click through to the next page. They are used typically in ecommerce funnels to describe a product better or to offer significant details about something to warm a visitor up so they are closer to make a purchasing decision.
Lead generation landing pages
Lead generation landing pages are designed to capture the visitor’s data such as email address and name. The idea of lead generation landing pages is to collect your visitor’s information to allow you to easily connect and market to them at a later date. These landing pages generally feature a form to fill out and will give you a brief description of what you’ll gain in return for submitting any personal data. Lead generation landing pages are generally used for offering:
- A physical gift via mail
- Free trial
- Contest entry
- Discount coupon/voucher
- Consultation for professional services
- Webinar registration
- Whitepaper and ebooks
- Notifications of product launches in the future
There are some other options that you can consider to optimise conversion rates and these include:
- Featured publications
- Overall website design quality
- Social media icons
- Easy to find contact details
To create a successful website or online business, conversion optimisation is key. Whether you’re a small website or a large corporation, increasing your conversion rate can really mean the difference whether your website thrives or fails and how your bottom line will look.
So which conversion rate practice are you going to implement first? If you need assistance with optimising your conversion rates just contact the brand agency Liquid Creativity team, your local branding specialist.