Conversions come in different forms. In several previous posts (here’s one) we’ve referred to them as “valuable contacts” because it’s easier to think about them that way. Every business has its own set of valuable contacts, and not all of them are sales. Whether your business converts through the completion of a lead or contact form, a phone call, a sale, a survey, etc., wouldn’t it be nice to make some simple changes to your site and get more of them? Here are three simple tips to increase your conversion rates:
1. Create a better call to action.
Your visitors should not have to guess what to do next. Help them by making your call (or calls) to action clear and concise. Do you need a giant flashing “Buy Now” button? Maybe, maybe not. But your call to action links and buttons must stand out from other text, and they must accurately describe where they will take your visitor next.
2. Above-the-line placement is essential.
Think about your landing page as having above-the-line content and below-the-line content. Visitors should never have to scroll down the page to find what you want them to do (your call to action). If your “Buy Now” or “Subscribe Now” or “Contact Us Now” button is at the bottom of the page, you need to move it above-the-line. Your call to action must be clearly visible for your visitors when the page loads and without scrolling down the page. Go ahead and put another one wherever you want but make sure there is one above the line.
3. Keep the process simple.
If your visitors need to fill out any forms or take additional steps before they convert, make them as quick and easy as possible. Don’t allow your visitors to get frustrated or confused when they are so close to converting. Consider the elements of your forms. Are every one of them essential? Remember, you can gather more information on your follow-up phone call, email or visit. Think about whether your current system is chasing away potential customers. Web analytics tools can help you identify where in your funnel your visitors are disengaging so you can improve the process.
Those are 3 easy things to do to increase conversion rates. Are your conversion rates high enough? Put these tips into action and let us know if they get better.
