You’ve spent a lot of time and effort to attract visitors to your website. Your website is engaging, and it’s easy for your potential customers to navigate it. You’ve made sure that it’s mobile friendly, and you have judiciously used keywords and other SEO techniques to improve your search ranking. Now, all you have to do is wait for the conversions that you are sure will come.
However, what do you do if the conversions aren’t rolling in and your visitors are just spending a few minutes on your site and then leaving? What you shouldn’t do is get discouraged. It takes a lot of trial and error to get websites to achieve high conversion rates, so you shouldn’t expect success overnight. However, there are three steps that you can take to keep you moving toward your goal without getting too far off track
- Get your customers to make a small commitment first
It takes a while to build trust. Many visitors to a site are reluctant to make a purchase when they visit it for the first time. You can improve your conversion rate if you send your customers to an opt-in form to give them time to become familiar with what you have to offer them before they decide to make a purchase.
This technique is very effective because it is consistent with our human nature. Most of us like the opportunity to try something before we buy it, and providing your visitors with the opportunity to subscribe to a newsletter or receive a product video helps make them more receptive to making a purchase.
- Be judicious in using calls to action (CTAs)
You know that CTAs are very instrumental in getting your customers to convert, as these messages tell your customers what action you want them to take. You might think that increasing the number of CTAs on each page of your website would make it more likely to get conversions, but that’s not the case.
Yes, you do want to have at least one CTA on each page, but having too many of them on a page can serve to confuse and overwhelm your customers. Also, too many CTAs on a single page can make you look too desperate and give your customers second thoughts about making a purchase. Your best bet is to keep it simple and limit yourself to one or two CTAs per page.
- Share customer reviews
Potential customers can be sceptical about trying something new, so convincing a visitor to make that first purchase can be difficult. You can help overcome that scepticism by pointing your customers to reviews from previous purchasers. Studies have repeatedly shown that over 60% of visitors to a site are more likely to make a purchase if that site has reviews of the products or services from previous customers.
Send a follow-up email to your customers after each sale and ask for feedback. Not everyone likes to write reviews, but over time, the number of reviews that you have will grow and help your conversion rate.