Increasing Your Website Conversions
It’s 2016 and all your competitors have thriving online segments of their business so you decided to take the plunge. After months of development and a significant capital investment, everything is up and running and you see a spike in traffic to the site but there’s one major problem, your conversion rate is in the toilet.
Hang on, what’s a conversion?
If you’re new to this world, you might not be familiar with the terminology. In a nutshell, a conversion happens any time a visitor on your website takes a specific action that leads them towards a goal. This could be anything from filling out a form, watching a video, or finishing an online order. Each action should be attributed a unique value, as submitting an Email address and buying a product are worth significantly different amounts. It is absolutely essential that you have proper tracking in place for your conversions so you can make educated decisions when making changes to the sales process. As with the large majority of companies, we use Google Analytics to stay on top of our metrics.
So what do I do?
There is a multitude of ways can attempt to boost your conversion rate. That being said, we have put together a short list of those we have seen be most effective in the past for us and our customers.
A/B testing is a simple and effective way to make improvements to a page. To perform the test, two versions of the page are used, hence “A/B”. Version A is often the existing page while version B features a few small changes. The two pages are live and half the visitors get sent to one while the other half get sent to the other. Once enough data has been collected, you will be able to see which of the pages performed better and implement it as the new page.
This is one area Evolocity has dealt with directly for years. It is understandable people are apprehensive at first about receiving financing online and they need credible sources to ease their minds. One way to do this is register for your local BBB (Canada wide) or OCCQ (Quebec only) as these services are held in high regard by customers. Another method we use at Evolocity is to provide testimonials and examples of our past and current clients. This provides potential customers with some form of reference point; they can relate to these other people.
Links to Social Media
This practice has become more or less commonplace over the past few years but remains an important tool to drive conversions. By providing links to your social media pages, visitors of your website can navigate over to them easily and see what other people have to say about you and get a sense of the overall culture. In a way, this comprises elements of the two above mentioned points as well. It should go without saying that your social media pages need to be upheld to a certain standard. If the pages are never updated, have no community around them and are missing information you may want to reconsider. At Evolocity, we use Facebook, Twitter, LinkedIn and Google+.
Clarity is key, visitors can’t be confused at any point or they will simply leave. This goes for all aspects of the website; your products should be easily identifiable and contact information should be easy to find. On Evolocity.ca not only do we have our phone number and Email listed in several locations we also have a click-to-chat feature.
For further advice on increasing your small businesses opportunities for success, refer to Evolocity’s insightful blog. In it, you will find advice on everything, from finding tax deductions for your small business, common mistakes to avoid, and advice on applying for a small business loan.