What can I do to get more conversions from my website?

Conversions aren’t just important for ecommerce sites. Even if your site is a fairly static, information-based site, understanding and measuring conversions will help you determine how well your website is performing.

For an ecommerce site, a conversion is straightforward – it’s a purchase that takes place on your website. For an information-based site, you’ll have to determine what counts as a conversion to you. It could be a phone call, contact us form fill, estimate request, newsletter signup, white-paper download, etc. If you’re not sure what your call-to-action or offer should be – head over to our blog about creating an effective call-to-action on your site.

Once you have your call-to-action and conversion set for your site, it’s time to start promoting your offer and getting more people to your website.

Here are our top tips for getting more conversions from your website.

Make sure your call to action is meaningful to your audience 

Your offer has to be something that will help move the needle for your customer. If they are at the top of the purchase funnel, this could be an educational piece or whitepaper, if they are near the bottom of the funnel and ready to purchase, this could be a coupon code or a special offer with purchase.

Again, if you are not selling your services online, this could be an online form that gives the user access to a special VIP event or special pricing based on the conversion.

Make sure your site works!

Things break all the time on the internet. If you have a form on your website that no one has filled out in a while, head over and test that form! We’ve seen many-a-sites that have had a form on the site that when completed gives an error message saying the information was undeliverable or could not be submitted. Make sure your forms are functioning before you start promoting traffic to the site. This goes the same for ecommerce sites.

If you are about to promote your online purchases, go through the entire purchase process completely on your own site. Make sure that not only is the cart process easy for your customer to use, but that the money from the purchase ends up in your account.

Add social proof

No one wants to be a surgeon’s first patient… Your customers want to see that you’ve done this before, that you’re proficient at your craft and be able to get an idea of the results they can expect. If you do not have any Google reviews on your Google My Business listing, you’ll need to start asking for some. Take a minute to email your top 5 customers and ask them to head over to Google and leave a review. Bonus if you send them the link to leave a review directly. If you’re not sure how to find that link to send it to your customers, watch this short video on this page.

Note: you will need to be an administrator on your Google My Business listing in order to perform the steps in the video. If you just can’t get reviews based on the nature of your work, case studies and/or logos from people you have previously worked with will also work as social proof.

Make your copy clear. 

Besides writing at a 5th grade level, not using industry jargon or acronyms, and not filling copy with platitudes and superlatives, our secret to creating clear copy is to follow IEEO.

  • Interrupt – create a headline that interrupts the user and allows them to see that you understand their pain points and can help fix whatever it is. 
  • Engage – use a sub-headline that helps draw in the user. Further explain how what you do helps make their life better. 
  • Educate – this is the full body copy. Give the user enough information to be able to make a decision or want to learn more. 
  • Offer – make the an offer – this could be something a simple as buy now, or download the white paper. Make the offer relevant to the headline and body copy so the page flows seamlessly.

Once you have your site set up and ready to go it’s time to test, test, test. What works for one website, audience or niche may not work for another, making it difficult to offer a one-size-fits-all strategy for achieving optimal conversions.

Conversions only happen when traffic is flowing to your site. If you’re site is ready to receive traffic and start converting, head over to our blog post about how to market your website and get started today!