12 ways of increasing your Conversion Rate.
Hi, in this article we will talk about two things: 1. Conversion Rate and 2. Ways to increase it, and we will do it together - step by step - and conclude all the ways we figure out in the end, so if you are in a hurry please click here to go straight to the treasure.
Let’s first Define Conversion Rate.
What is Conversion Rate?
Conversion Rate : Conversion Rate is defined as the number of visitors on a website completing a desired goal out of the total number of visitors.
The desired goal can be any: It can be sales, it can be clicking a button, it can be subscribing, purchasing a product, clicking “add to cart”, signing up for a service, filling out a form, or clicking on a link.
CRO: Conversion Rate Optimisation
The process of optimising your website/app to improve this Conversion Rate is known as Conversion Rate Optimisation or CRO.
A more user centric-definition of CRO would be —
It is creating a synergy between your Visitors, Ideal Customer profile and your website. We will use this definition to try to understand what affects our conversion rate.
There is more to improving conversion rate than just numbers, an increase in that number would be a consequence of us building a better relationship with our visitors, caring for their time and money.
The 2 things you can’t miss: Golden rules for having a good Conversion Rate.
Your visitors must be relevant: Your visitors must match your ideal customer profile (ICP), if your visitors do not match with your ICP, you will not get good conversion no matter how good your website is, Period.
Your Website’s copy must resonate with your visitors aka your ICP. Bringing the right people is only one part of the jigsaw puzzle, the second part is to say the right thing in a language and manner that they understand. You must know your ICP inside and out, before sitting to write a copy, make sure your research about your ICP is spot on.
You may want to focus on these questions in detail — Who are they, How they converse, what they like, what they believe in, and so on. Once your Ideal customer is on your website, he must feel at home, you must give him what he’s here for.
Once these two things are sorted on your website we can move further.
Now let’s see what are the possible scenarios in which your visitor might leave the website unconverted. (Considering you have nailed the above two points well).
Reasons your visitors are leaving your website without converting.
Reason 1: They felt confused
Many factors can confuse your visitors, two of the most prominent ones are —
Unclear CTA: Your call to action has to be very clear as to what it intends to do, where the button intends to take the visitor, if it’s not clear to your visitors they will runoff from your website faster than Usain bolt in a 100 m sprint.
Too many different CTAs: If your visitors see multiple CTAs they are going to get confused, the chances of them converting reduce by as much as 74% if you have multiple differing CTAs on your website.
Solution: Have a single, clearly thought-out CTA and use the same CTA in multiple locations.
Pro tip:Make sure your CTA clearly conveys the value addition, For eg. rather than using Get started use Get 10-day free trial.
Reason 2: They didn’t trust your brand enough
This is probably the biggest reason your visitors walk off. No offer, No CTA, and No copy can compensate for trust, if your visitor doesn’t develop trust for your brand, he simply won’t buy from you.
Ninety percent of human decisions are made based on emotions. Humans use logic to justify their actions to themselves and others. You will buy groceries from the local store that you have been going to since childhood because there’s trust, A child is not comfortable taking chocolate from a stranger for the same reason: Trust.
If your brand is around for years and people are aware of it you are in luck, but for the unfortunate ones like us: we need to find other ways to drive trust. Building trust is an art — think about it, you dating the opposite sex is your attempt at building trust (plus gaining it too), which most will agree is no easy task, but once built, things go smooth, the relationship hits a peak. Every persuasion you have done in life is preceded by your attempt at gaining trust.
Solution: People feel the need to be informed by accurate information, and when they lack confidence in their own knowledge, they turn to others in the hope that they will provide them with the correct information. By accepting this information, regardless of whether it is accurate, the person is subjected to social influence. There are multiple ways you can use social influence to your advantage to increase conversion on your website.
1. Testimonials — One of the best ways of gaining trust and increasing social influence with a new visitor is showing him/her your existing customers and their beautiful experiences doing business with you. People trust faces and voices. Your community of existing customer base are your biggest marketers, put them to use. Ask your customers for some testimonials sharing their experiences either in text or video. And then host them on your website.
If you don’t want the hassle of collecting and hosting testimonials, you can use our tool, Webmonials, which is quick and easy to setup: that makes collecting your testimonials a piece of cake — all you need to do is send a link to your existing customer base and all the testimonials you receive will be curated at a single place in your Webmonials Dashboard, with a single click you can make them live on your website.
Pro tip: Video testimonials convert 67% better than text testimonials.
2. Companies/People you worked with — Show your skin in the game, show your expertise, and show your visitors how many companies have trusted you and have chosen to work with you. The common behavior of your visitors would be: If they are good enough for these big companies then they would be good enough for me.
Pro tip: Use the Logos of companies. Landing pages with logos of other companies convert 67% better in A/B testing.
3. Leave your contact information — Always put authentic working Emails and Addresses (if possible a phone number) on your website preferably in the footer or somewhere in the copy. Nothing builds trust more than knowing that the brand is reachable in case something goes wrong or I need some assistance. Go over and beyond to make the visitor feel welcome to get in touch with you.
Reason 3: They had some objections that your copy failed to remove
Even if you have written the greatest copy in the world, you still can’t address every little objection your potential customers might have. It can be about the trial period, how to get a refund, the payment cycle, and so on. These things may look trivial to you, but they might not be to the potential customer who has to pay his hard-earned money to you, and more often than not these trivial questions/ objections become the difference between a paid user and a bounced visitor.
To make things worse you can’t address these questions/objections in the copy itself as it might take attention away (which is a scarce source) from your main features. So what to do?
Solution: Put a FAQ at a relevant position on your website that handles every possible objection or question your visitors may have.
Pro tip: Keep a minimum of 8 Questions and keep your answers within 5 lines, the shorter the better.
Reason 4: Website lagging
You have managed to gain the trust of your customer, you have nailed the copy, but he might still walk off if your website/parts of it are not loading fast. Nobody likes to hang on to a lagging website. Portent studied over 10 websites and 26,000 landing pages over a month to find out how site speed affected retail conversion rates. This is what they found:
- A load time of 0–4 seconds was ideal for conversion rates
- The first 5 seconds were the most crucial and had the highest impact on web conversion rates
- For every additional load time — between 0–5 seconds — the conversion rate drops at an average of 4.42%
1. Keep your asset sizes to the minimum.
2. Make sure your website is responsive.
3. While developing keep checking your website speed from pagespeed
1. Use next-gen image formats like WEBM & AVIF
2. Reduce Render block resources like Js and CSS files.
3. Compress static files like JS, CSS and images.
Reason 5: Checkout process / Forms too complicated or long
The more difficult it is for your visitors to make the purchase, the lengthier it is for your visitors to get to the end — the harder it will be for you to increase your conversion rate. Every additional non-necessary step is eating your customer’s time away, which will deter your visitors from completing the process. Baymard’s research suggests about two-thirds of visitors abandon their cart because of the complicated checkout process. Remember, too many steps will deter buyers, and this will decrease your website checkout rate.
Solution: Two rules — Keep things simple and don’t reinvent the wheel. Try to remove any unnecessary page/step/form field that there is and don’t deter too much from your industry’s standard checkout process, your visitors must already be habitual of a particular kind of checkout process, habits are hard to change, so unless necessary don’t reinvent the wheel.
Some practical things you can do.
If you are an eCommerce store :
Offer guest checkout — Nothing makes a customer drop off from a checkout page faster than forcing them to sign up. Make your checkout more accessible and faster to them by offering a guest checkout option. See below how Nike incorporates guest checkout on their website.
Autofill and validate addresses — This will not only ensure the accuracy of the address but also save the user’s time to fill it up.
Use a progress indicator — showing the progress bar while checkout is a great way to motivate customers to complete the process rather than abandon it. It tells them how many more steps are there and how much longer it may take.
Remove fields from your form — Remove fields from your form that are not necessary for you to fulfill the order, keep the information received and saved to the minimum
If you are a b2b service/product business :
Keep your form fields short — Unlike eCommerce stores, you do not have to take addresses and any other information to do business with the business. As a B2B service business, your job is to get them into your touch either via Email, Phone, or any other medium. Once you are personally in touch with the business you can get as much information as needed. Keep the first contact short and quick.
Disallow any practice that takes your visitor to a new tab or window. Taking the visitor to a new tab/window breaks the flow and dissuades your visitor to complete the form and convert.
Conclusion: 12 ways of increasing your Conversion Rate.
Now that we have figured out various reasons visitors can walk off from your website and seen solutions for them, let’s conclude all ways you can increase your Conversion Rate.
Your visitors must match your Ideal Customer Profile. If your product is not relevant to the visitors they simply won’t convert. Make sure your Outbound and Inbound Acquisition channels are targeted toward your ICP.
Your Website’s UI and Copywriting must resonate with your ideal customer profile. This is your one chance of pitching your visitors, you must talk to them keeping in mind their awareness level (Learn more about awareness levels from here)
Have a single clear CTA throughout the website. Rather than using generic CTAs use a CTA that tells the visitor what he gets by clicking for eg. Rather than using “Get started for free” use “Read for free”.
Use testimonials to build trust with your visitors, testimonials are the no.1 way of driving social proof and social influence. Websites with video testimonials convert 85% better than websites with no testimonials.
Use companies/people you have worked with on your website to drive your social proof up. More social proof = More conversions.
Leave authentic Contact information on your websites. You are reachable in case of a problem is the biggest comforter to your visitors.
Use FAQs to hit any objections your visitors might have right out of the park. Keep a minimum of 8 questions with short answers. In case you want to explain something in detail, drop a link to another page and explain it there.
Reducing the load time of your website to a minimum, of 1–4 seconds is ideal. An additional 0–5 seconds of load time can reduce your conversion rate by 4.42%. Use WEBM & AVIF images, keep your asset sizes low, and reduce render block resources like JS and CSS.
Offer Guest checkout — If you are an eCommerce store, give your visitors an option to guest checkout, majority of people don’t like signing up, especially if you are not selling high ticket products/services.
Use a progress indicator — Progress indicators give your buyers a sense of direction while completing the checkout process, encouraging them to complete the checkout.
Remove unnecessary form fields from your form or checkout process, every additional detail your visitor has to enter reduces your conversion rate by a small percentage.
Don’t direct your visitors to a new tab/window/ or website. Breaks the flow of your visitors.
Some bonus tips.
Make sure your website is compatible with all browsers — Not all people use the browser you are using, make sure it’s compatible with all browsers.
Make sure your website is responsive on all devices or at least on the device (desktop or mobile) your Ideal customer profile use.
Add digital wallets to your store: Around 19% of customers abandon their carts due to security concerns or sharing payment details. Adding digital payment options such as PayPal, Apple Pay, Google Pay, and Android Pay can help reassure customers and offer them a secure payment experience.
Reduce popups: Popups, especially on mobile devices, can be extremely intrusive. Use it only if it’s absolutely necessary. If you have to have one, make sure it’s small and easy to close.
So here are 16 well-tested and research-backed ways you can increase the conversion rate of your website/app. The article covered the Dos & Don’ts thoroughly so that you can get the most out of your website, where ultimately the transaction of your business happens. Business is an endeavor of providing value to society, may you succeed in your endeavor by using these ways to serve as many people as possible.
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