The 5 tiny changes to increase your website conversion rates are:
- Build Trust
- The online advertising power of testimonials
- Make the purchase journey simple
- Your website must load fast!
- Make Your Call to Action Buttons Encourage Clicking
1. Build Trust
Your potential buyers need to know who they are doing business with before deciding to make a purchase or give you their personal information.
Focus on having a well documented “About us” page. The more information you provide about you, the more likely your potential customers will end up converting. Make sure your email and phone are always clearly visible. Consider including photos of you, your team, and your business offices.
Nothing influences better the user decision making than the human element. Not only helps visitors who want to contact you, but it also shows the customer that you are “real”, removing from their mind the idea that you are a company or person hiding something. When possible, provide your potential customers with a “Live Chat”.
It is proven to be one of the most convenient and fastest methods for getting help. If your online business or services are advertised on TV or any other major communication medium, let them see it. The “media” represents a high source of credibility. When an online business appeared in the media (television, written press, etc.), it automatically assigned a plus of credibility and thus an increase in the probability of sales increases.
Remember to use the logos of Visa, Mastercard, Paypal, DHL, etc. Most users know these logos; when you implement them on your business’s website, your potential client feels more confident because they see familiar images elements. It also helps to build trust.
2. The online advertising power of testimonials
Adding testimonials to your web pages works like a charm. On the Internet of today, online services’ users are afraid to add their personal data to online stores because they don’t know what might happen or if the business they are trusting their information to isn’t really a scam trap.
When web visitors read testimonials from previous clients who have already gone through the buying process and were satisfied, the likelihood of that visitor buying some of your products increases greatly. When having the opportunity, add graphic testimonials (with real clients images).
Marketing expert Gary Halbert suggests replacing text-based customer testimonials with a selection of image-based testimonials. Photos of real customers help build visitors’ trust more than any long text. As we have already seen in the third point, a photo always generates more trust.
3. Make the purchase journey simple
Avoid asking for too much information in forms or using “captchas”. A high percentage of abandoned purchases are due to asking for too much data when trying to sell something. Ask for what is really needed.
If it is unnecessary to know the customer’s date of birth, ID, gender or landline, why ask for those? The more questions the visitor sees when making a purchase, the more likely they will get overwhelmed and abandoned the paying process.
It also helps to simplify the ordering process. The user needs to get the products they want to buy quickly and easily without wasting time filling out long forms or too many steps. Many sales are lost due to an ordering process that demotivates users and makes them abandon the process.
Sometimes, a few adjustments in the buying process are enough to significantly increase the website’s conversion rate.
4. Your website must load fast!
If you visit a website and it takes 10 seconds to load fully, chances are you’ll leave. In fact, according to Think With Google industry benchmarks, conversions rates drop by 1% for every 0.1 seconds that a page’s response time increases, so it seems essential that your site’s pages load quickly.
You can improve the load time of your pages by reducing the size of images, cleaning up the code or eliminating unneeded elements. You can use various tools like PageSpeed Insights that will help you know the loading times and locate the key elements of improvement.
Another benefit of reducing your website’s loading time is that Google will consider it when ranking your site in the search results pages. The faster your website loads, the easier it is to rank better in Google search results.
5 Make Your Call to Action Buttons Encourage Clicking
You need to make the call-to-action buttons on your website stand out from the rest of the content.
Call-to-action buttons like “Buy,” “Sign Up,” “Add to Cart,” or “Request an Appointment” are really what you want the customer to see because they are the ones you need the customer to click.
These CTA buttons need to be highly visible, and most importantly, they need to stand out from the rest of the web page design. For example, if the colour on your page is predominantly red, add blue or green call-to-action buttons, as these will be visible at first glance.
Mind the size of your CTA’s. It is also important: the bigger, the better (Don’t overdo it, of course). Take off links that might distract your visitors and lead them to pages you don’t want them to go. The fewer options you give them to reach your destination, the less chance the visitor will go to other pages that neither interests them nor you.
And those were the 5 tips I find most important to increase conversions on most websites. Do you know of any other ways to increase conversion rates? What results have you had using these techniques?