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June 20, 2017

5 Conversion Rate Optimisation Tips To Boost Website Sales

A major purpose of having a website is ultimately to get people to convert. Isn’t that the whole point of SEO anyway? You want to encourage your customers to head to your site, travel through the conversion funnel (more on this later), and convert – whether that’s to buy your product, sign up for your newsletter, download a whitepaper, fill out a contact form or any other conversion goal that you have in place.

What Is The Conversion Funnel?

The conversion funnel is a term used to describe the process of getting visitors to your site, and to then use various marketing techniques in order to convert them into leads or customers. The top of the funnel, as defined by HubSpot, is where the visits to your website come in. These will then generate into leads, marketing qualified leads, sales accepted leads, opportunities and then finally customers, if they are to complete the conversion funnel. If not, then they will leave your site.

conversion funnel

Understanding the following 5 tips and techniques for conversion rate optimisation will allow you to understand where your business’ site can improve to help more of your visits become customers.

Check Your Page Title Tags & Meta Descriptions

One of the most basic, yet forgotten about, aspects of a website is every pages’ title tags and meta descriptions. These need to be completely unique, and provide information to the visitor and also to Google bots who are crawling the site, letting them know exactly what the page they are about to click on is about it. Placing keywords at the front can help with search engine optimisation, and meta descriptions can help to increase click-through-rate.

There are a number of things to consider with page title tags and meta descriptions:

  • Keep them unique.
  • Keep them short & readable.
  • Remember your visitors.
  • Remember Google bots.
  • Optimise them with keywords.

 

Easy-To-Submit Contact Forms

If a customer needs to fill in a huge number of fields on the contact form, then the likelihood is, they’re not going to fill it out. Make your visitor’s conversion journey as simple as possible. If you can automatically fill in parts of the form for them on certain parts of the website, then do it!

Do your customers really need to fill out their title, full name, company’s name, website, CVV code on their card, passwords, emails, reconfirmation of passwords and emails and other endless fields? If the answer is no, then keep your contact forms as easy-to-submit as possible. Chances are, your conversion rates will increase.

Call-To-Actions

Call-To-Actions (CTAs) are important for any landing page or website, but there are a number of techniques that you can use to help increase their value on your site. Firstly, you’re going to want to place your CTA above the fold, so people can instantly see how they can contact you as soon as they land on the page. Unbounce even carried out an A/B split test on one their landing pages to see how much of a difference this would make. Their click-through rate on CTAs above the fold increased by 41%.

Using contrasting colours for the CTA button can also help to increase conversions on your site. Choose a colour that isn’t used anywhere else on the page in order for the CTA to stand out and draw the attention it needs to. You may also want to consider testing the different colours that your customers respond to with A/B tests.

Add Video

Video is becoming an exceptionally important marketing tool and your landing pages will get a huge uplift from having a video on the page. Consumers’ attention spans are getting shorter and shorter. They don’t always want to sit and read lengthy content – and this applies to the length of your videos too. Put an instructional video if your product or service is complicated, or simply show your product in action and highlight its benefits. Incorporate all of this information within a 2-3 minute video, and your conversions will instantly be boosted.

Add Value To What You’re Offering

If your customers do not believe that your product and services is better than your competitors, then the chances of your visits becoming customers is relatively slim. Without giving them the ‘wow’ factor, your visits are simply not going to covert. A great way to increase the value of what you’re offering, whether that’s a product or a service, is to add benefits in your copy.

Answer the customer’s questions, and most importantly tell them what is in it for them. If your visitors know what they’re gaining out of choosing you and this is perceived to be better than what your competitors are offering, then you’re likely to get a conversion.

Do you need help boosting your site’s conversion rates? Our conversion rate optimisation services can provide you with all of the help that you need. Find out more by contacting our experts today on 01245 287 864.

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Author:

Evaldas Balcius

As our in-house PPC genius (and SEO technical expert), Evaldas knows everything there is to know about paid search. A Google AdWords and Google Analytics Qualified Professional, he has over seven years’ practical experience in the online marketing sector and also boasts a Master’s diploma degree in Business IT.

Having worked client side and for dedicated search agencies it’s safe to say he has an unrivalled understanding of expectations from both parties. Originally from Lithuania, Evaldas loves exploring England, especially places of historical interest, as well as spending time with his family.


Email e.balcius@absolutedigitalmedia.com

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