Today, in order for a business to promote itself via the Internet, it is not enough just to have a website or a page on social networks. Kirill Kulagin the SEO of KeyRealSeo says - "A web project must attract and retain customers, turning them from ordinary visitors into buyers. This is the conversion on which the success of the site depends - the percentage of users who completed the target action (purchase, subscription, registration, etc.). Increasing your conversion rate is a key goal for any online business, and you can improve it by applying various optimization strategies and techniques."
Before we talk about increasing conversions, it’s important to understand how to measure them in the first place. You have to compare it with something, right? Typically, the increase and decrease of this indicator is assessed relative to it for previous periods. We also note that a “good” conversion level will be different for each project, so focusing on the percentages of a competitor’s site is not always advisable.
Where “Number of targeted actions” are actions that are considered desirable for your site (for example, filling out an application, subscribing to a newsletter, registering, etc.), and “Number of visitors” is the total number of unique users who visited your site over a certain period of time.
Increased conversion is of interest to all owners of commercial web projects. Let's look at nine tricks that will help you increase this important metric.
One of the key factors that influence user convenience, and therefore conversion, is the site loading speed. When a page loads slowly, it discourages visitors, causing them to leave before they see your content. Therefore, it is possible to increase the conversion rate, including by speeding up the loading of web pages. Optimize images, minimize HTTP requests, use caching and other techniques to make your website faster. Analytics tools will help you determine the reasons for its slowdown: for example, Google PageSpeed Insights.
Today, online purchases are increasingly made from mobile devices: such users make up at least half of the traffic on the Internet. To avoid missing them, you must adapt your site to different screens, even the smallest ones. If your resource is inconvenient to use due to sagging buttons, horizontal scrolling, small font, etc., the conversion of “mobile” users may become zero. Adaptation for smartphones and tablets is a sure way to increase this metric.
Increasing conversions is often hampered by a long and/or complex path to the user completing the goal. Your visitors value their time, so make the purchase or registration process as simple, fast and intuitive as possible. Reduce the number of steps required to complete an action, remove unnecessary steps, reduce the number of fields in forms to a minimum, offer convenient payment methods.
You can also increase conversions using widgets. For example, chatbots help users get answers to questions directly on the site, relieving doubts and facilitating purchase completion. Pop-ups can also be effective - mini-windows with offers of discounts or information about promotions that pop up after a certain amount of time spent on a web resource or an attempt to leave it. The main thing is to avoid excessive use of widgets so as not to irritate your visitors.
Would you buy a product in a store without knowing its price in advance? Make the site’s pricing policy transparent and understandable, do not hide information about the cost of your services, this scares off most users. You lose those who could afford them, but will no longer know about it, because you did not provide the necessary information and they left. Lack of prices causes mistrust. As a result, it is much more difficult for a person to decide on a targeted action, and conversion falls.
CTA (Call to Action) buttons should attract the attention of users, push them to purchase, register and other actions necessary for you. It is important that they are placed on every page (and sometimes several times), are bright and noticeable, and catch the eye. The texts of the appeals themselves should be made clear, concise, and short.
Social proof influences conversion quite strongly: due to the large selection, people are increasingly focusing on the experience of real customers, their reviews, and not on what the company tells about itself. Place real feedback from your customers in a prominent place on your website to convince visitors of the quality of the products/services offered.
In online stores, on news portals, blogs and any other sites where there are catalogs and a large selection of products, an effective tool for retaining customers and increasing the average check will be a block with “Similar products” or “People often buy with this product.” Use recommendation algorithms to show users offers that might be of interest to them.
Remarketing allows you to return users who have already shown interest in your products or services to your website. They are already in your sales funnel. Use remarketing campaigns to remind those who have not yet made a purchase about you.
It is important to remember that increasing conversion is an ongoing process that requires continuous testing, analysis and optimization. By following the above strategies and constantly improving your website, you will be able to achieve higher performance and improve the overall performance of your project and business.
