Increased website traffic does not necessarily translate to more sales, leads and customers, unless you improve your website conversions. Here’s how.

1. Split testing

Small details such as the colour of your “Buy” button can make a big difference in the action that a website visitor takes. But how do we know which colour will produce the best result or which design converts the best? The answer is Split Testing (also known as A/B testing).

You and your web designer might think you have a good understanding about how your visitors will respond to certain design elements on your website, but Split Testing removes the guesswork. There is a range of good split-testing software available.

2. Great content

Content will always be an important part of any website. By creating regular, relevant, quality content that your visitors want to share and link to, you will position yourself as an online authority in your industry niche. This will raise your website’s credibility, and a higher credibility means higher conversions.

Moreover, major search engines favour websites with great content by ranking them higher in the search results for a wide range of relevant keywords. A higher search engine ranking means more visitors and more targeted customer prospects for your business. 

3. Offer a guarantee

Guarantees help to build trust. A guarantee gives visitors more confidence in your products and services and thus increases online conversion rates.

Prospective buyers often want to make sure that they receive value from their purchase and don’t want to have regrets. You can reduce any fear or objection by offering a money back guarantee. This should help to convert those undecided customer prospects into a sale. 

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4. Clear call-to-action

A call-to-action is an element on your website (a wording or graphic) that prompts your visitors to take a specific action. It is deceptively powerful, yet often overlooked by website owners. Do not assume that your visitors know what their next steps should be. You need to guide them with clear calls-to-action.

For every web page, you need to decide what action you want a website visitor to undertake. It may be that you want them to sign-up for an email newsletter, make a purchase, call for a free quote, download a file, fill out a survey or click to another page. Once you have determined the ideal actions for each page, you need to incorporate these calls-to-actions to help encourage website visitors to take that action. 

5. Include a lead capture form

If a website visitor does not make a buying decision the first time they land on your page, you can still market to them via a lead capture form and email marketing. A lead capture form enables you to capture the email address and website, in order to help build a customer email marketing list. The less amount of information you require a person to provide, the greater chance of converting that browser into a lead. Their first name and email address is enough to build a successful email marketing campaign.

To maximise sign ups, include an incentive for people to submit their email address. Make the incentive compelling and relevant to your target market. Examples include a giveaway, a discount on their first purchase, or the chance to win a free product or service.

Email is still an effective way to communicate with your audience and a lead capture form will help you convert website visitors into sales leads and customers.

Increase conversions

Make website traffic work for you. If you can implement as many of these ideas as possible then you will be well on your way to improving your website conversions. One of the most important factors in the success of your website is your online conversions – improve your customer conversion elements and your business performance will go from strength to strength. 

What are your thoughts and ideas on website conversions?