You can spend a lot of time and money ensuring that you’re filtering your target audience to your website, but unless they convert, the traffic has gone to waste. The average conversion rate across industries is around 2.35%, which realistically, isn’t ideal compared to the amount of money you’re spending on marketing and advertising.
However, there are some things you can try to help boost conversion rates when your audience reach your website.
- Where should your customers look?
When a visitor is landing on your page, there are two things they would like to know almost immediately:
- What is this website about?
- What should I do next?
You should hit your audience with these two things immediately, for example, on Passport 2 Success homepage you’re hit with what our company is about and what you can do next with a clear call to action button instantly without having to scroll anywhere to find the information.
We’re all fickle when we’re searching websites and nine times out of ten if we don’t find the information we desire almost immediately, then we leave. You need to give your visitors an indication about your website and where the visitors can go next with a clear call to action buttons.
- Why should the visitors purchase your product or service?
Now that the purpose of the website is known to the visitor, the next question that we want to answer is why they should make a transaction with you instead of your competitors?
Unless your business is well-known in your industry, you should mention the benefits that your target market will gain from purchasing your product/service over your competitors and what sets you apart from the rest. You need to have something that makes them choose you over someone else otherwise your conversion won’t budge.
Don’t just mention it once and forget about it, you need to ensure that your target market knows exactly why they should choose your business over your competitors.
- Which one should your customers buy?
Once your potential customers have included your product or service into consideration, next you should be looking at how to reduce their decision-making process down.
Simply put, you want to make their decision-making process as easy and simple as possible. if purchasing a product or service is incredibly difficult, then more often than not they’re not going to complete the purchase. You want to make it as easy as possible so that all of these potential customers can quickly turn into paying customers.
For example, you could provide them with a step-by-step process explaining what’s needed from them and provide them with the information as to where they should go and what they need to do to complete a purchase. If you require their name, email, address and card details, make it obvious so they know exactly where they should enter these so it’s as seamless as it can possibly be.
- Don’t worry if they’re not ready to buy
Sometimes your customers can get all the way to the end of the sequence, only for them to decide that they’re not ready to purchase your product or service, don’t worry though that’s completely normal!
People might not have the money, time or simply just aren’t ready to convert into a paying customer, but you need to ensure that they don’t forget about you. If they’ve provided you with their email, contact them about the product or service they were interested in or mention that they still have a product in their basket because we all forget about things and there’s nothing wrong with a friendly reminder!
You need to ensure that you’re giving your visitors the absolute best opportunity to convert, they shouldn’t have to go far on your website to purchase a product or service. If you ensure that everything we’ve covered in this blog is present on your website, then you should start seeing more and more visitors converting.