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Marketing gets customers to your website, but that’s only one side of the equation. Actually creating a conversion is it’s own art, Conversion Rate Optimization. Today we’re showing you 5 ways to improve your conversion rate.
1. Constant Variant Testing
Constant variant testing is when you create a specific page on your site and run advertisements to that page—this is the control page. You then create a second page that slightly differs from the control page. From there you start analyzing the results, and you can create even more pages by combining pieces of the different pages together. Over time you’ll dial in the most optimized version of that page.
This method is considered to be the most fundamental part of conversion rate optimization by many pros. But the constant variant testing requires vigilant effort and leads to tireless adjustments. And to be honest, this process may be too in-depth for the time and resources you have available.
2.Make Contacting you EASY
You ever heard of the six degrees of Kevin Bacon? It’s a parlor game where you try to find the shortest path between any actor and Kevin Bacon, and you can do it in six connections or less. And it’s not unlike how you should think of your website.
Most website users will get tired of looking for information after just three clicks. So just like Kevin Bacon, make sure that important contact information is only a few clicks away, or in this case, three or less.
You should also keep your company’s contact information easily accessible by following the “NAP” rule:
N Name
A Address
P Phone number
These three elements should always be at the top of every page, preferably in the header.
3. Provide a Contact Form
Some people don’t want to immediately pick up the phone and call you, so contact forms are another great way for customers to get in touch with you. But for this method to be effective, you SHOULD get back to the customer quickly.
Keep your contact forms limited to just three sections or less, because no one wants to fill out a document the size of a tax form.
Here’s some different fields to consider including:
(pick 3 or less)
Name
Phone number
Email address
Comments/questions/concerns
Preferred method of contact
Select a reason for contact
The most important things to include will differ based on your industry. Above all else, ensure you have a way to get back to them and know why they’re contacting you.
4.Reviews
While consumers are less likely to trust reviews on a company’s website than from a third party, they’re still useful in many cases.
You’ll need to do some soul searching and weigh the pros and cons of including real customer reviews on your site. Including reviews can mean negative reviews live on your website. But it also gives you a chance to take that honest feedback and correct flaws in your company. This strategy shows growth and dedication to customers. The more attribution you can attach to reviews, the more customers and potential customers regard them as truthful.
And this should go without saying but I’m going to say it anyways:
Only include real reviews from real, confirmed customers. Fabricating reviews will only hurt your image. Your audience isn’t dumb, they know how to spot a fake. So treat them with respect by only using real and honest reviews.
5. Focus on the User
Advertising and marketing may bring the customers to your website, but the site itself is what makes or breaks the conversion. Your users want an attractive and easy-to-navigate website to help with communication or conversion.
And it’s important to keep in mind that there is a limit to a realistic conversion rate on websites. So don’t go crazy with ads, pop-ups, and flashy elements because that’s probably going to frustrate and deter your customers more than it helps creates new conversions.
At the end of the day your business exists to serve the consumer—and so does your website. Help your consumer without bombarding them, if you want to create quick, meaningful conversions. And sometimes customers just need time to think through decisions. The more expensive the product, the less impulse purchases they’re going to make. Understand your consumer, be there to support them, and you will see more conversions.
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And if you need any help creating more conversion, feel free to reach using the link below to see how our experts can help your business.
Thanks for watching and we’ll see you next time.
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