If your website is already getting traffic, the next step is to get your leads to take the desired action for you to benefit. You won’t benefit much if your website visitors don’t contact you through the contact form, sign up for your newsletters or buy your products.
This process of completing the desired goal is called a conversion. If you’re looking for ways to grow website conversions, continue reading this article.
What is a Conversion Rate?
The conversion rate is the proportion of your website’s visitors that take the desired action. It’s one of the most reliable ways of measuring the performance of a marketing campaign.
Conversion can mean different things, depending on what you offer. In eCommerce, conversions may include:
- Buying a product or service
- Booking an appointment
- Submitting a contact form
- Scheduling a demo
How to Calculate the Conversion Rate
One of the benefits of the conversion rate is that it’s measurable. If you’ve never counted it before, the formulas may seem a bit daunting. However, you can determine your conversion rate using the following formula:
Conversion Rate = (Total number of conversions / Total site visits)*100
For example, if your website received 20,000 visitors last month, and 9,000 made purchases, your conversion rate is:
Fortunately, you don’t have to worry about calculating this rate manually. Most advertising and analytics tools such as Facebook Ads, Google Ads, Twitter Ads and Google Analytics can do this for you when you set up the tracking correctly.
Although the conversion rate is not a great tool for measuring success, it can be used for tracking performance. If you’re not a good developer, you can hire one because good conversion tracking is worth the effort and bucks.
Why You Should Increase Website Conversions
Conversion rate optimization is the process of improving a website to increase conversions. When used effectively, CRO can enable you to maximize your traffic. You can enjoy the following benefits when you optimize your website:
- You Can Get More Information About Your Customers
When you know your clients, you can make sure you create or stock the right products for them and be able to develop effective marketing strategies. CRO involves understanding who your customers are to ensure you satisfy their needs. You can also learn more about how customers behave on your website and some of their challenges.
When you use CRO on your website, you may know the activities that your customers engage in. For instance, you may learn whether they like contacting you right away or after a few minutes. You may also know the type of buttons they like clicking in terms of color or even shape. You can use this information in your campaign, design or development in the future to improve conversion.
- You Can Boost Your Website Profits
Conversion optimization is about encouraging more website visitors to make purchases. Therefore, you can record more sales and profits when you improve your conversion even slightly. CRO is unlike other advertising methods because it provides immediate and tangible gains.
You should not expect to realize increased profits shortly after implementing CRO. Profits are likely to begin trickling in in a few weeks or months. Keep using CRO to identify areas that you need to improve for better results.
- You Can Beat Your Competition
CRO can help with your SEO. You can perform different tests to encourage visitors to spend more time on your website. Given that Google considers the bounce rate in its ranking, your website may experience improved ranking when CRO is used correctly.
Your web traffic may also increase due to the high ranking of your e-commerce platform. The more you test and implement the necessary changes using CRO, the more you’re likely to advance your rank.
- You Can Get More Clients
When you optimize your website, you may end up enhancing the overall shopping experience for your clients. The improved experience will enable you to convert more web visitors to buyers.
You can also use CRO to make your online store engaging and streamlined for your clients, making it easy to convert them to buyers. CRO can also encourage visitors to spend more time on your website by making it simple for them to get what they want. Therefore, CRO is a powerful tool when looking for ways to get more customers.
4 Ways to Increase Website Conversions
Now that you know why you should grow website conversions, it’s time to learn how to do it. You can boost your website conversion through the following proven ways:
1. Website Localization
The Internet enables online business owners to reach clients around the world. Not all your website visitors use your native language. Given that different regions speak different languages, it’s essential to tailor your web content for specific areas. If you’re serious about gaining a global audience, you should localize your website.
Discover all the website localization tools that you can use to achieve this goal. The translation management system (TMS) will enable you to automate the majority of your translation process. Another vital software, especially when enhancing the entire website’s efficiency, is the computer-assisted translation (CAT). When you want to improve the design of your documents and presentations, you should use the desktop publishing tool (DPT).
Website localization can enable you to expand your target market and reach people who don’t speak your language. Consequently, you can experience growth. Presenting information in your clients’ languages can also improve user experience. Localization can help you to use culturally appropriate visuals and terminology. And since most people can read your website in their language, you can expect a decrease in bounce rate, which can enhance your rank on Google.
2. Adding a LiveChat to the Website
Livechat is another useful tool that you can use to boost website conversions. When a person is reading a blog post, higher chances are that they’re doing research. However, when the same person visits a product page, they’re most likely window shopping. Adding a LiveChat to your website could be the only way of converting this visitor to a buyer.
A LiveChat is crucial as it can allow you to interact with your potential client directly. The personal and direct communication could create a deeper client relationship. Sometimes, the person may require specific information that may best be provided through LiveChat, with immediate answers.
Modern live chat solutions can also use an AI chatbot to automatically answer common questions and even assist visitors looking to make a purchase, converting them into buyers.
3. Adding a Popup Notification
Popup notifications provide a powerful call to action. Most popups are not as effective as they’re expected to be, mainly because of the way they’re designed. Some are irritating or hard to opt-into when used on devices such as phones. Others have too much text, which makes it difficult to read fast.
The annoyance vanishes when the popups advertise popular products or services because that’s something that the visitors are tempted to click and check out. You can increase website conversions by adding a popup notification that works. Ensure they’re responsive, introduce offers that resonate with your clients, and make good use of visuals to ensure they’re appealing. Make it easy for your customers to sign up or close.
4. Perform A/B Test
A/B test or split testing is another technique that you can use to increase website conversions. Under this test, you show two versions of an item to different groups of a website at the same to determine the one that performs better. You then choose the superior one.
A/B testing can grow website conversions by identifying the problem areas that should be optimized. If you want your eCommerce business to succeed, you should incorporate this critical concept in your CRO process. Deciding what to test can be confusing and overwhelming. It may involve simple things like changing the location of your call to action button.
Before testing, it’s essential to identify the assessment criteria you’ll use to give your campaign a direction. Select one key performance indicator (KPI) that you’ll use, create a hypothesis and then identify the target audience. You can use Google analytics and email tracking systems to collect the necessary data.
Another important thing you should do before testing is to establish control. The difference between the two versions should only be what you’re testing. For instance, if you want to test the wording of your call to action, make sure that the two versions are located at the same place. The two tests should also be done simultaneously since factors such as day of the week or time of the year may affect web traffic and engagement. You should do the test when you have a steady flow of traffic to get statistically significant outcomes.
It’s imperative to test the results. You should not trust your guts but the results! If you establish that version A is better than version B, go ahead and implement the necessary changes. A/B testing should be a continuous process to enhance your marketing effort.
Increasing website conversions is crucial to any business looking for ways to attract more clients and improve sales. Although optimizing the conversions can be a daunting task, it’s worth the effort. If you’re looking for a reliable way of encouraging more visitors to take action on your site, it’s high time you consider implementing some of these tactics.
Jimmy Rodriguez is the COO and co-founder of 3dcart, an ecommerce software to build SEO-friendly online stores. He’s dedicated to helping internet retailers succeed online by developing digital marketing strategies and optimized shopping experiences that drive conversions and improve business performance.