What can be the purpose of a website?
Contrary to what one might think, it is not easy to formulate a single answer to such a question.
However, for most marketers, the role of an effective site is to allow a continuation of the conversation with visitors who have initially agreed to receive some form of communication from you.
In this way, it becomes possible to focus attention on the most interesting leads and convert them into customers.
Suppose lead generation is one of the main missions of a website. In that case, the conversion rate turns out to be a metric of crucial importance for SMEs – particularly SaaS – since it allows to know if the proposal of the value matches the expectations of prospects and customers.
That being said, improving the conversion rate is not innate, and the objective of this article is to present you with the eight keys that should allow you to achieve it.
Remember that if the website optimization is done enough, it will result in a noticeable gain in your marketing strategy’s effectiveness.
1 – BE CLEAR ABOUT YOUR VALUE PROPOSITION
To address this first key success factor, you need to put yourself in the shoes of your website visitors for a moment, asking yourself why (s) they should prioritize it over your competitors.
From this answer, you will be able to establish an unambiguous value proposition. As Kissmetrics indicates, the most efficient websites in terms of conversion rates precisely communicate about their products/services.
This is a very important point, simple to implement. Yet, we still find it often neglected, resulting in the premature departure of a significant volume of leads.
2 – OPTIMIZE YOUR “CALLS-TO-ACTION.”
This second tip derives directly from the previous one. Once again, you must ask yourself what your visitors expect to adapt the content – especially the calls-to-action – to respond to their expectations.
In concrete terms, be careful not to use too many generic formulas for calls-to-action to favor more tailor-made proposals, which have a much better chance of generating more leads from your site.
3 – SHORTEN YOUR FORMS
How many mandatory fields must a visitor to your site completely if they want to subscribe to the newsletter or download a document requiring that they have previously opened an account?
It is perfectly understandable from a good marketer that he is in the perpetual quest for more data on his buyer’s persona. However, your visitors are looking for almost instant gratification; in short, what they want from you, they want it without delay!
Also, the rise of smartphones is indisputable in terms of a Web access terminal, or do you imagine your leads taking the time to fill in 20 or more fields from the small screen of their mobile phone??
Neither do we, so to maximize your conversion rate, don’t hesitate to shorten your forms, which will reduce the “entry barriers” to your site.
4 – START BY WRITING “IMPACTFUL” TITLES
In terms of writing and at the risk of disappointing you, intellectual honesty requires us to confirm that this is not an exact science. The way you detail your services, news, moods and present yourself on an institutional level strongly depends on the target audience.
It remains true that if many Internet users do not read an article after reading it, watch its title in hand in two seconds. This is explained precisely because the latter has not been able to capture enough of their attention.
Through carefully chosen titles – and, why not, previously tested with a representative sample – you must quickly convince your readers that they are in the right place and that they have every interest in continuing to learn about your content.
5 – MULTIPLY, THE RELEVANT OFFERS
When it comes to a website, no doubt you have heard – or sooner or later will hear – a self-proclaimed expert tell you that the home page is the keystone of the whole structure, and that ‘as such, it is the one that has the most importance on your site.
The reality turns out to be much more nuanced; however, a blog can also serve as a remarkably effective entry point.
What is more, be aware that positioning relevant offers on your ten most visited pages will result in an almost mechanical increase in your conversion rate.
You want an example: Say, on a page, you wrote a piece of “x ways to generate more leads from Twitter”. The theory is known as “content upgrade” means that if you add, on the same page, a more complete and detailed manual so that your visitors who want it can go even further, you are maximizing your chances of this download being performed frequently.
6 – HIGHLIGHT QUOTES AND TESTIMONIALS
What are people saying about your business?
This is an extremely important question. Indeed, you can scream your lungs from the rooftops whatever you want, in fine, the best proof of your skills lies in the positive feedback from your customers.
Accordingly, we encourage you to include these testimonials in full or as a few quotes, and you will have an additional element to maximize your conversion rate.
As for the less positive comment, do not neglect them!
Provide answers that are both asked and argued to demonstrate that you will not leave negative comments unanswered. In this regard, do not forget the saying “who does not say word consent”.
7 – USE MORE IMAGES TO ILLUSTRATE YOUR CONTENT
According to HubSpot, which is based on several gaze tracking studies on the web, we know that people are more interested in articles and posts that have one visual – or more.
Better yet, if the images appear consistent with the text, visitors spend more time observing these visuals than reading the text itself. It is also for this reason that infographics have a very important impact when it comes to lead generation.
8 – USE VIDEO WHERE IT COUNTS
A statistic alone should convince you of the added value of a video in terms of lead conversion.
Are you ready?
So let’s go: when a page has an interesting video – that is, in keeping with the rest of the page’s theme and done well – it can increase the conversion rate by up to around 80%.
This performance is remarkable; it is well worth developing said videos, from script to filming. In any case, while we often talk about improving the user experience, all the surveys show that a well-made video is always highly appreciated by visitors.
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