Most of the people that visit your website won’t engage with you any further. They won’t register, they won’t subscribe, nor will they purchase anything. They simply, bounce off. This is inevitable. However, there are ways in which you can adjust your strategy and keep potential customers moving down the sales funnel.
So, before exploring how to improve your conversion rate (CRO), let’s dive into why visitors bounce off. Generally speaking, it may happen for the following reasons:
- The visitor found your services not up to the mark or the content was not properly optimized.
- It was tough for the visitor to get what he or she wanted from your website, probably due to the non-user-friendly interface or inaccessibility.
- The person was not searching for your services and accidentally landed on the page due to a misplaced marketing campaign or misunderstanding.
This list most likely goes on, however, if you craft your content with clarity and conversion in mind, you will find yourself providing the value your potential customer needs and ultimately making the sale.
Understand the industry limits.
Before we get into the solutions, it’s important that as a marketer or business owner or both, you have an acceptable conversion rate here. Taking Google Ads account into consideration, the conversion rate for that hovers around 2.35%. The bottom 25% performs reported conversion of less than 1% while the top 25% had a conversion of above 5%.
It is also important to note here that these results vary significantly industry-wise. Facebook marketing has a better conversion rate with an average conversion of around 9%.
However, regardless of the industry and platform, whether you’re developing new content or simply want to revamp your existing landing pages, these tried and true conversion optimization techniques will prove as solutions for your business:
1. Provide value.
This cannot be stressed enough. Before everything else, there has to be value for your customers. And this value has to be obvious. This is the beginning of the sales process, the heart of the hook and the core of the end sale. What are you providing for your customers? How are their lives going to change and improve if they make this purchase? You need them to see the value in what you have to offer, something that they want. A lot of the time, the value proposition is incredibly obvious, so much so, that as a business owner, you don’t think through it. Carefully crafting (or branding) is the first step and most important part of your business.
Along with this, is giving your customers the content they want in the format that they need. Depending on your audience and its’ different personas, it could be in the form of direct mail, a mobile app they can download from their phone, or video content. Your product can be everything your potential customer wants, but if it’s not delivered in the correct format, they simply won’t see it.
2. Provide information.
Information is power and content is king. What’s a king without his power? Your goal as a marketer is to offer as much information as possible without the customer having to ask. We’re essentially trying to mimic real life scenarios here, so would you get on the phone with a potential customer and wait for them to ask you the questions? No.
Realize that while your team knows your brand from the back of their hand, your customer does not. Don’t wait for potential leads to come to you with questions or concerns and offer them the information straight off the bat. When there is new information such as a sale, product or process change, keep your customers in the loop! Don’t leave them hanging.
3. Create an enjoyable experience.
With everything that you do, look at the experience you are creating for potential leads with new eyes. Try and see it from their perspective. It’s difficult but if you can master this, your insight will go a long way.
Run through the process you are offering your potential clients and look out for weak links that can be improved. Are there gaps in the experience? What kind of responses does your process elicit? If you think about this process as a chain, where the steps are connected in the effort to sell a story, you can make an effort to engage more effectively with your leads. If you can’t see it yourself, ask a friend. Reach out to a customer! Their insight can provide the information you need to be of value to your customers.
4. Track performance and test, test, test!
In real estate, it’s location, location, location. With conversion optimization, it’s testing, testing, testing!
Experimentation is the best way to avoid risk and hone in on exploring new opportunities. Your goal should be to have at least one, and A/B tests running at any given time on your site. There’s no such thing as “perfect” when it comes to marketing, your website, or product design, and the only way you learn about what works and doesn’t work is to continually test.
Many entrepreneurs spend money buying expensive testing software before they actually understand how to implement a conversion rate optimization process. You don’t need to spend much.
- Google Optimize is free. The downside is that it’s got limitations, like no device category targeting and only 3 concurrent tests among other things.
- If you’re mid-market to enterprise-sized, check out Optimizely or VWO says it’s the easiest. They’re priced similarly.
If you have the traffic for it, you should test. If you don’t have enough traffic, it’s probably not worth your time because your results will be questionable. Still, there are things you can do for
Testing should never end. As soon as you have a winning page, try to build on that and test something else.
Incremental positive changes lead to substantial growth.
5. Tailor your campaign accordingly.
As you work to create an enjoyable experience, make sure you meet your potential customers where they are. What stage are they at in the sales funnel? Do they even know who you are? If they do, can they trust you? If they trust you and are a returning customer, what else of value can you offer them? These are the questions you have to ask yourself when tailoring your campaign according to the traffic.
Lead engagement is all about creating a personalized, individual experience that you’re offering to your customers. One of the best ways is to come from a genuine place and amend your message to meet them where they are.
Improving your conversion rate isn’t easy. It requires a level of self-reflection and intuition that doesn’t feel natural when you’re not really the customer. However, if you can master this process, working from the beginning and moving through the whole process what you will find is worth it: making a sale.