5 Ways Website Optimisation Can Increase Your Conversion Rate
A great website should convert 3-4 percent of your traffic into sales. So what happens when everything looks great, but nobody is checking out their cart? There are so many factors that affect your conversion rate, and those elements are about so much more than pretty pictures and a good-looking theme.
Why website optimisation is important
The whole purpose of your business is to make sales. While it’s great that your home page is attractive, is it enough to drive revenue?
Imagine a customer has landed on your website, and they want to buy your product. That’s a win, right? Well, what if you could encourage them to buy an add-on? What about an upgrade? Now, you’re getting more value from that person. It’s called conversion rate optimisation, and works to increase your revenue per visitor, as well as to gain more customers overall. Conversion rate optimisation isn’t just about upselling. The experience a visitor has on your website dictates the likelihood of them becoming a new customer – and this applies to both e-commerce and bricks-and-mortar stores.
Here are 5 ways website optimisation can increase your conversion rate
1. Aesthetics.
A site that is easy to navigate, with an engaging layout is more likely to convert. Consider how quickly your site loads and how intuitive it is for people to explore. A faster loading speed and simple navigation makes for purchase-happy visitors. Over half of your visitors will be on their mobile phones, so you’ll need to ensure your site is both mobile and computer friendly. Tip: Optimise your website design with three main elements: clean design, quick to load, easy to use.
2. Your call to action.
Your website needs a clear call to action (CTA). Think of this as the cheer squad for the customer on a shopping marathon. Encourage them, edge them closer to the finish line, and sing praise as they land in the shopping cart. Any kind of offer is more compelling than nothing. A sale or first-time-user discount is far more enticing for your website visitors, but your CTA might be a newsletter signup, a “contact us” option, a free, downloadable guide, or a “buy now” button. Tip: Have a single, clear CTA that drives customers towards the next step of purchase.
3. Who is your customer?
So you’re selling ethical clothing or bespoke consulting? Congratulations, so are seventy-five other websites. Why would your customer choose you? What is it about your business that appeals to them? When you’re creating copy for your website, you want to get inside your prospective customer’s head and ensure your words are aligned with their desires. You also want your wording to direct your customers towards the next step – your chosen CTA. Tip: Make it a no-brainer to choose your business, because your message resonates with your customers.
4. What you offer.
When a prospective customer lands on your website, they need to know what you’re about. Your website branding, design and copy should give them this information upfront, with a clear message as to who you are, what you sell, and why that’s a great thing. A website that converts will engage people from the get-go, with headlines, visuals and design that captures the imagination of your future customers. Tip: Make it easy for your visitors to know who you are, what you’re offering, and why they should buy from you.
5. Where are you?
It’s crucial that your customers can find and contact you, especially if you’re a bricks-and-mortar business. Consider how prominent your contact form is, and whether you have a lead capture form on each page. If your potential customers can easily locate your contact information, then they’re more likely to become actual customers. Tip: Make contacting you easy with click-to-call phone numbers and emails.
There’s a lot to think about when it comes to optimising your website for conversion.
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