Every business owner wants to increase conversion rates. Whether it’s lead form submissions or eCommerce sales, conversion rates track the total number of website visitors that have completed the desired goal.
While the average global conversion rate for a website hovers around 4.31%, conversion rates tend to vary industry by industry. By looking at Unbounce.com, we know the average conversion rates are as follows:
- Higher Education: 2.6%
- Real Estate: 2.9%
- Health: 2.9%
- Home Improvement: 3.3%
- Legal: 3.3%
- Business Services: 3.5%
- Business Consulting: 5.0%
- Travel: 5.0%
- Credit & Lending: 5.6%
- Vocational Studies & Job Training: 6.1%
Despite the rates listed above, it is best that businesses focus on competing against themselves. This means creating goals based on the previous month’s conversion rate and making consistent improvements to keep growing the percentage.
In order to increase conversion rates, or build a strategy around doing so, business owners must deeply consider and solidify the desired goal. Oftentimes, business owners track their conversions without setting a clear and measurable goal. This not only leads to an inaccurate conversion rate but also a confusing user experience.
Before sprucing up any conversion rate strategy, it’s important to contemplate the following in order to create a definitive goal that works for your business:
- In an ideal situation, how would the user interact with and navigate through the website?
- Where is the bulk of web traffic coming from? Is this where the ideal client or customer is located?
- What is the most important or meaningful interaction a potential client or customer can make while on the website?
It’s necessary to have a clear intention since you want to attract the users that are also attracted to you. Once you have an idea of what you want, you can build a strategy to take you there.
The Three Tips To Increase Conversion Rates
1. Call To Action
Everyone has heard of a call to action, but simply placing one on your website is not enough. A good call to action catches the user’s attention, holds it there, and triggers an intentional performance from the user. However, a successful call to action demands thoughtful copy, a readable layout, and an easy process.
It’s important that the website copy resonates with the intended audience and delivers a clear ask. It’s always a good idea to remind yourself who exactly you are talking to. Remember the type of customers included in your audience, what they respond well to, and what they may react poorly to.
An incorrectly placed call to action can be a true conversion-killer, which is why the readability and layout of a website are absolutely crucial. The call to action should be the very first thing the user sees once they arrive on a web page. If the user must to scroll to reach the call to action, the chances of a successful conversion drop significantly. Likewise, poor color choice can make a call to action hard to read. A user would likely exit the page before attempting to figure it out.
Lastly, the call to action process must be extremely easy to navigate, and all the information requested should be for a concrete purpose. The more complicated the action becomes, the less likely it is to convert. Make the process quick, easy, and painless.
A major contributor to high bounce rates is a lack of customization and personalization. It goes without saying that websites can accrue traffic from all over the world. However, we often fail to contemplate how this impacts the user experience and, in turn, a website’s conversion rate. A person in the United States and Australia see and experience the same digital content despite having different needs, wants, and restrictions. When we consider the value of customization, this doesn’t quite make sense.
Think of it this way: If your website content is one-size-fits-all, how will it fit anyone perfectly?
Most marketing and messaging is best delivered to a specific audience. Platforms such as Facebook and Google Ads know this, which is why they allow users to geotarget specific locations around the world. Geotargeting allows business owners to generate a message that is specific to one subsect of their demographic. This creates a deeper and more personal interaction that feels custom-made to the user. Users tend to linger longer on sites with personalized messaging that they feel connected to, which increases page time and conversion rates while also decreasing bounce rates.
GeoFli is a great way to communicate with your targeted user more effectively. This cloud-based software allows website owners to customize web page content based on geolocation. For example, picture a student from Seattle visiting the University of Buffalo homepage. Without GeoFli, the potential student will see content directed at the school’s main demographic, most likely high schoolers from New York. With GeoFli, the student from Seattle will land on the university’s homepage and see content tailored to their area. For example, the student might be shown a testimonial of another student attending UB that grew up in Washington state. The student will also see out-of-state tuition prices that are not directly compared to in-state tuition prices. Additionally, they’ll likely see information on the chemistry program because historically, students from Washington come to UB to study the sciences.
3. Analyze & Adjust
Once the strategy has been polished and put in place, there is still more work to do. After new data has been accrued and traffic has flown to the site, it’s time to sift through the site’s analytics to measure improvement. It should be noted that, like most things, increasing a conversion rate takes time, and most campaigns require A/B testing. With A/B testing, a site owner can track the audience’s reaction to different types of content and messaging. Over time, analyzing the user’s response through analytical reporting gives the site owner a clear picture of what the target client wants, and how they will react to it. The owner can then use this information to increase conversion rates by implementing the tested successful practices.