A conversion rate is the percentage of people that visit your website and then fill out a form, buy something, or take another desired action. It’s easy to measure, but can be difficult to figure out how to improve. Only 22% of companies are satisfied with their website’s conversion rate. If you’re in that 22%, let’s review 5 ways to increase conversion rate without focusing on web traffic.
1. Focus on your Page Headlines to Increase Conversion Rate
Your page headline is the first thing visitors are going to read. The headline should be clean and clear, leaving no room for misinterpretation. It should draw the reader in and address the main goal of the page. Directly below the headline, it’s smart to have a short sub heading line or two of text that previews the page content in more detail. This is what will hook the user to continue reading the page and complete the desired action. While you’re at it, you should also clean up the rest of the content on the page.
2. Clean up your Content
The content on the rest of your web or landing page should also be clean and concise. Get rid of any long chunks of text, opting for bulleted lists or shorter paragraphs. This infographic is a great list for specific tips for web and landing page content.
3. Create Content for Which People Won’t Mind Sharing their Information
If your conversion opportunities are all too simple (ie. contact us) or too involved (ie. buy this), it’s going to be easy for users to pass. It’s smart to provide downloadable offers (ie. eBooks, guides, checklists) that supplement your products and services as an in-between for those users that aren’t ready to commit to your end goal.
Having content that requires users to submit a few key pieces of information (ie. name, email address, or phone number) before they get access to the information grows your marketing list and improves your conversion rate.
4. Enable Calls-to-Actions on Each Web Page
Every page on your website should have one, clear call-to-action. After reading your content, where should they go next? Should they contact you? Or would it be beneficial for them to download one of your offers? Make each call-to-action stand out with an image and verbiage that is an actual action such as, Download Now!.
5. Make sure your Forms are Easy to Complete
Your calls-to-action are only as good as your forms. If you have great content, a clear call-to-action, and your form asks for too much information or is too tricky to navigate, your conversion rate won’t budge. Get rid of any information you don’t absolutely need. Do you really need to know which company they’re from? You can always get more information later, but the important thing is they make that first step.
While traffic is an essential part of the conversion rate formula, improving the content on your website is just as important. Making all of your web and landing pages clear and concise will prove to the visitors they’re in the right place. Guide them through your content with a great call-to-action and easy forms and your conversion rate will improve in no time.
For more information on improving conversion rate, start with our guide to Inbound Marketing Basics!