Customer conversion rate refers to the percentage of prospects who take a specific action that renders them a customer, such as website visitors who complete a purchase. Ultimately, increasing your customer conversion rate is going to be your core goal as this dictates how much profit you make and how successful your business is.
So, let’s take a look at some effective ways to boost customer conversion rate and remove customer friction:
1. Make the landing page consistent with the source
Whether users have landed on your website through an ad, email link, or any other sort of marketing campaign, you need to make sure that their experience is consistent. The page where they land must reflect the email or ad that peaked their interest. Presenting a consistent message is imperative. If you don’t, you will find that people will simply close the page and forget about your business altogether… Confuse ’em and lose ’em!
2. Make sure it is easy to contact your business
This is where a lot of companies go wrong today. If someone lands on your website and the only mode of contact you have is an online contact form, you are going to struggle to make conversions. A lot of people will assume that they are never going to be able to get in touch with your business. Plus, it delays communication, which can result in interest being lost and potential customers going elsewhere. This is why it’s a great idea to make the most of chat bots or live chat so that you can be available to your customers at all times.
3. Provide valuable content for free
You need to give value to the potential consumer if you are going to convert them into a paying customer. By offering free content, you will be able to showcase the worth of your business, which will compel people to make the most of the paid products and services you provide. Free content can include anything from whitepapers and ebooks to tools and checklists. Giving away free advice doesn’t mean throwing away business. In fact, the results are much the opposite. It helps you to build a strong relationship with your audience, and grows their trust in you. When they are ready to buy, they will choose you.
4. Use calls to action on all website pages
You can’t assume your website visitors will automatically take action. It may come as a surprise, but unless you invite them to take some kind of action, most visitors simply move on. Statistics show that having a compelling call to action (CTA) on a landing page will increase conversion rates by around 80 per cent on average. This figure alone is reason enough to make sure you make good use of calls to action. You need to make sure they are designed in a manner that converts, though. This includes optimising the positioning on the page, using imagery with care, and optimising design. You should also contrast the colour to make sure that it stands out.
Start applying these tips to your website, and you will soon notice visitors moving further along your sales funnel. For more ideas on converting leads and customers, I recommend you have a look at our book of powerful conversion tips…
- Why websites don’t convert visitors into buyers - January 17, 2020
- 4 ways to charge up your customer conversion rate - December 15, 2019
- How Conversion Rate Optimisation Boosts Marketing ROI - November 15, 2019
