If you want to grow your online business, you need to convert more visitors into customers. But optimizing website conversions is not an easy task. You have to deal with various challenges, such as:
You can't optimize your website for conversions if you don't know who your target audience is, what they want, and how they behave. You need to conduct thorough research and analysis to identify your ideal customer persona, their pain points, their goals, and their preferences. You also need to use tools like Google Analytics, heatmaps, and surveys to track and measure how your visitors interact with your website, what pages they visit, how long they stay, and where they drop off.
It May sounds a little obviouse but you also need to understand where your revenue is being generated, understand the flow of the user journey is only achievable providing you are actually offering something that they want and that it will make you money (in some way).
Create detailed buyer personas that represent your ideal customers. These personas should include demographic information, interests, pain points, and buying behaviors. This helps you tailor your content and website design to their needs. + understand the search intent of your audience. Are they looking for information, seeking to make a purchase, or comparing products? Tailor your content and calls to action accordingly.
Your value proposition is the main reason why your visitors should choose your offer over your competitors. It should communicate the benefits and outcomes of your product or service, not just the features and functions. You need to craft a clear, concise, and compelling value proposition that addresses your audience's needs and desires, and showcases your unique selling point. You also need to display your value proposition prominently on your website, especially on your homepage and landing pages, and reinforce it with social proof, testimonials, and guarantees.
Most people we work with *think* they know the journey their users will take on their website. The harsh truth is that no-one truly knows, as each user behaves and interacts differently on the website. So, by using a tool such as Hotjar, you can identify how people use the website, where they click, how far they scroll and even where they drop off. You can then use this information to fine-tune the website, by: - Rewording CTAs to make them more appealing - Re-structuring elements on the website to make them easier to find/use - Changing imagery/videos to make the product/service more exciting/appealing You could use an A/B testing tool to try different approaches and see which one provides the best results.
Your website design can have a significant impact on your conversions. You need to design a website that is easy to navigate, fast to load, responsive to different devices, and consistent with your brand identity. You also need to follow the best practices of web design, such as using white space, contrast, hierarchy, alignment, and typography to create a visual appeal and guide your visitors' attention. You also need to avoid common design mistakes, such as clutter, distraction, confusion, and friction, that can hurt your conversions.
It's also important when considering the user experience, that you set the site up to lead the customer down the path you want them to go, and then get to. Decide what you want the user to do and when and where. All design layout and your lead capture tools are getting the number they should.
Another essential aspect of a user-friendly website is page speed. If your site or online store does not load within 2-3 seconds your target audience will leave before you have any opportunity to convert them. Mobile optimization is another common problem I frequently see. Ensure that your site is thumb-friendly. This means a mobile user can navigate, scroll, and click on your CTA by using their thumb.
Prioritize the needs and preferences of your target audience. Understand their pain points, goals, and behaviors to tailor your design accordingly. Ensure your website is responsive and mobile-friendly. Users access websites from various devices, so your site should adapt to different screen sizes and orientations. Optimize your website for fast loading times. Slow-loading pages can deter users. Compress images, use efficient coding practices, and leverage content delivery networks (CDNs) to improve speed.
Your website copy is the language you use to communicate with your visitors and persuade them to take action. You need to write copy that is clear, concise, and compelling, that speaks to your audience's emotions and motivations, and that addresses their objections and concerns. You also need to use powerful headlines, subheadings, bullet points, and calls to action to capture your visitors' interest, highlight your value proposition, and urge them to act. You also need to test and optimize your copy to find out what works best for your audience.
A common obstacle to conversion optimization that I frequently see is that many business owners have little or no understanding of who their target audience or ideal customer is. This is especially true if a product or service appeals to different consumers, or for different reasons. That makes it much more challenging to create content targeted to specific consumers. Another common problem is too much content. Today’s consumer is not interested or does not have time to consume long-form content. If you can’t answer their question, explain how you can solve their problem, or the outline the benefits of working with you, your target customer will leave.
Use clear and straightforward language. Avoid jargon and complex sentences. Get to the point and convey your message efficiently. Your headlines should grab attention and provide a clear benefit or solution. Use power words ("Ultimate", "Top10", ..) and create a sense of curiosity.
You can't optimize your website conversions without testing and measuring your results. You need to use tools like Google Optimize, Optimizely, or VWO to run experiments and compare different versions of your website elements, such as headlines, images, colors, buttons, forms, and layouts. You also need to use data and analytics to track and evaluate your key performance indicators, such as conversion rate, bounce rate, average order value, and customer lifetime value. You also need to use feedback and insights from your customers and prospects to identify and fix any issues or gaps in your website.
Optimizing website conversions is a challenging but rewarding process that can help you grow your online business. By overcoming these common challenges, you can create a website that attracts, engages, and converts your visitors into customers.
You also have to consider the concept that the number of conversions doesn't always translate into the end points that you set, aka a kpi. For example, if a use is in a different part of the sales funnel then they may not want to go through your conversion at that time.
Look at your calls to action (CTAs) - they may be prone to ineffective copy or design. Ensure that CTAs are prominent, concise, and compelling. A/B testing can help identify what works best.