Increasing conversion rates for your small business website can be a frustrating experience. You stats show that potential visitors are coming to your site, but they won’t click your call-to-action.
In reality, there is no one size fits all approach to get your website to convert. But there are a few givens that you could be doing in order to show visitors that you are the best solution to their problem.
Here are the top 7 ways to get increase your conversion rates:
1. Establish Trust FIRST
If your customers don’t trust you, they won’t deal with you. Building trust takes time and effort, but it absolutely paramount to building a sustainable business.
One of the best ways to establish yourself as a trusted source in your niche is to collect positive reviews. Since people have unlimited choice, you’ll want to capture their attention almost immediately that your business is not only great, but vetted by other people.
You can also bet that your prospective lead will research your company before making a final decision.
If you have negative reviews, respond quickly and try your best to resolve the problem.
Trust also means there are no surprises – lay out exactly what you offer, and if anything, offer a bonus to really delight a customer.
2. Humanize Your Brand
There is nothing more eye-roll inducing than a company using business-speak in an effort to sound smart. Say exactly what you offer in simple language that also tells a story.
Keep in mind too that using the same language as your customer will make them feel connected – so drop the ‘synergizes’ and ‘matricies’!
Beyond not sounding like a robot, get on the social media platform that is appropriate for your audience. One study shows that one-third of the population is influenced by social media, so it can be a powerful tool to connect and communicate.
3. Create A Target Customer Persona
Instead of focusing on “how” to sell, think of WHY you are selling the product or service in the first place. Who does it serve?
What is their pain point, and what is their story that would lead them to you and your solution?
Do they spend time on certain websites and forums? And what sort of content do they share on social media?
Appeal to your target customer persona instead of trying to appeal to a broader audience, because as the saying goes, if you try to please everyone, you will please no one
For more information on creating a target persona, see my article Your 72 Hour Small Business Saturday Marketing Plan.
4. Define A Clear Value Proposition
To see increasing conversion rates, what you do and what you offer should be obvious to whoever lands on your website.
Lay out the buyer options in a clear and concise manner so the potential buyer knows exactly how you benefit them. It should be apparent what your business does and what it can do for the customer in one or two sentences.
5. Make The CTA Obvious & Unavoidable
There should be a very clear call-to-action (CTA) so customers can purchase from you effortlessly.
How do you do this?
- Be clear: use action words like “sign up now” or “download” so the customer knows exactly what they’re getting when they click the CTA.
- Have white space: The user shouldn’t have to look through word clutter for the CTA.
- Test colors and design: Have a few ideas in mind? Test colors and your copy with A/B testing to see which call to action works best.
- Keep vital information above the fold: This newspaper term that has carried over to web design means that your site should offer a clear solution before the user has to scroll.
The easiest rule to follow is to design your website so it is intuitive to navigate. The user shouldn’t have to think of where to go next.
6. Make It Really Easy To Say “Yes”
On your website, address and eliminate any doubt that a user might have when they arrive to your site is one of the keys to increasing conversion rates that way too many websites ignore.
One way to make it really easy for a customer is to have a live chat – it greatly increases customer satisfaction.
Also, any error messages on your site should be clear: There is nothing more frustrating for a customer than trying to figure out a cryptic error code in a form they are trying to fill out.
If your forms need a specific format (e.g., a phone number requires the area code in brackets) be sure to make this very clear in the error code (e.g., the error message should read “please enter (area code) xxx-xxxx”)
7. Don’t Forget Mobile
Make sure your navigation is clear and images are resized appropriately for smart phones to capture 100% of your potential market.
It can almost be paralyzing to decide how to best present your product or service so the user will want to buy from you. Don’t worry, though – these 7 tips for increasing conversion rates will not only guarantee to increase your conversion, they’ll leave your customer happy and satisfied with the user experience.