Conversion is a primary goal for most websites. Regardless if it’s the number of sales or subscriptions, this metric relates to website navigability, traffic relevance, and brand trust. And since most companies today spend significant resources in digital marketing, an increased conversion rate ensures optimum ROI.
The challenging aspect of increasing website conversion often pertains to devising the right strategy. Since the needs and goals of each company differ, there’s not a single approach that applies to all. So, to help you figure out the best method that works, here are suggested tactics from top SEO companies you can consider.
Start by defining your conversion goals
Professional digital marketing companies always emphasize the importance of setting goals. Measurable objectives will ensure that you have success indicators during every stage of the journey. Of course, these goals need to be specific. It can refer to specific actions that you expect site visitors to make. What’s important is that these actions should provide value for the business. This way, you can assess and compare visitor behavior as it relates to the metrics you’ve set.
Visitor data collection and analysis
The conversion rate should be based on actual data, not assumptions or estimates. Constantly tracking website data will allow you to gain better insight into your visitor preferences. The information you collect, and the analysis afterward are the basis for making SEO decisions. What are some examples of website activity you need to track?
- Daily traffic and the sources
- Detailed information on user behavior
- Abandonment rate and bounce rate for every page.
- Marketing campaigns and advertisement CTR (click-through rate)
- Return customer data and order details/value
- Customer feedback and reviews
Apart from understanding user behavior, collecting data about your visitors can help create a buyer persona. This persona represents your ideal customer and is a valuable tool in devising strategies that will work best in achieving your goals.
Conduct a competitor analysis
Although your methods and strategies should be the main focus, it also helps when you know how your competitor is doing. What areas are they better at? Knowing this information will also give you an idea of why your target audience prefers their services or products.
Today you can use a variety of tools to conduct a competitor analysis. The data you collect from this activity will help strengthen your methods and allow you to reassess your strategies.
Conversion funnel performance
Before you launch a new approach or decide to fix the entire process, you need to know what works and what doesn’t. One approach that helps is to understand the buyer’s journey and what the conversion funnel looks like. This way you can determine at which step visitors choose to leave your website. Also, knowing why they choose to drop or leave will give you an idea of the possible reasons for this behavior.
In decreasing the drop-off rate, you can devise different strategies. For example, if your website has a high shopping cart abandonment rate, what you can do is simplify the checkout process. Big eCommerce companies have already adopted a one-click system to encourage buyers to check out as soon as they have products on their cart.
Focus on highlighting your brand’s value
Your brand value refers to why your target audience should choose your products and services over the competition. And, having a clear and defined brand value will help the customer decide why your brand is a better choice. This should be evident in the website images, slogans, and product headlines.
Optimizing the layout of important pages
If you aren’t seeing any improvement despite adopting many strategies, it’s time to consider some radical changes. For instance, you can launch a new color scheme or webpage design. But, you need to base this decision on actual visitor data. The good thing is, you can use various tools such as click maps, mouse tracking, and scroll maps to know how visitors engage with the page.
Build customer trust through testimonials and reviews
Trust is a vital factor in increased conversion. Nowadays, customers will only buy from brands that they are confident with. One of the easiest ways to gain customer trust is to showcase testimonials, reviews, and feedback. But, these also need to be credible. Some companies are taking it a notch higher by posting customer photos along with their stories. Some brands even post badges from partner or affiliate companies on their website.
Improve website navigability
One of the factors SEO experts pay attention to when it comes to website conversion is navigability. Making it easier for visitors to complete their purpose on your website increases their satisfaction, and directly impacts conversion. Nowadays, since most people are on the go, having an intuitive and user-friendly website offers a significant advantage. If you remove pain points and other sources of friction such as slow page loading time, visitors are likely to appreciate and notice the change.
In conclusion, a higher conversion rate not only increases your bottom line but also results in better marketing ROI. These strategies are excellent starting points if you’re planning to make changes that will drive the best results.