You could read thousands of blogs and articles on Google that wax lyrical about how to perfectly optimise your website but you will quickly realise they all spout on about the same magical tips that will transform your website.
They will be talking about ‘testing your landing pages, having obvious call to actions and use a/b testing different options, make the customer journey simple & optimise your forms’.
However, we are not going to talk about these optimising tips that I am sure you are now well versed in after 10 minutes of searching on Google. In this blog, we will discuss 5 underutilised tips that will actually help your website improve its conversion rate.
When I am talking about converting, I am not just necessarily talking about a sale, I am talking about the person visiting your site doing something valued by your company. This could be anything from subscribing to your newsletter, requesting a call back or requesting more information to downloading a guide or whitepaper.
Top 5 Tips
1) A/B test your pricing page
Whether you’re a B2C customer and purchasing a final product or you’re a B2B customer researching a particular type of service, your natural instinct when making a purchasing decision is to check and compare the price. Most blogs when discussing A/B tests will specifically focus on testing the homepage and landing pages of a website, whilst the pricing page remains an untouched element.
When testing your pricing page, focus on these 3 key areas:
• Highlight the main benefits per plan as listing all the features can lead to a messy page and loss of customer
• Test the default package, this will give you some valuable insight on your consumers, showing what kind of pricing they feel is good value for your service
• Renaming your plans can also help drive consumers toward a particular plan and again will highlight what language is more inviting.
2) Use 2 call to action buttons
The rule of thumb is to always use one main call to action But you may have a number of different goals for consumers from signing up to your newsletter to purchasing a product or service so this makes deciding your main call to action difficult.
Do we honestly expect every visitor to be intrigued by the same call to action?
By having two you can allocate one to the more decisive visitor who is set and ready to purchase or download, the second can be dedicated to the more hesitant visitor who requires more information.
3) Test the timing & layout of your pop-ups
Pop-ups are a great way of generating leads and are worthwhile in investing your time in. The status quo is to test the image, text & call to action. However, have you ever considered amending the size of the pop-up? What happens to the conversion rate when it appears on left hand side, the bottom right hand corner or the full page? You would be amazed at the impact this can have, so test it.
Alongside this, you should test how long after the visitor entered the site the pop-up will appear, studies have shown 15 to 30 seconds to be the optimum time, however you should test different variations.
4) Show off your brand in your blog
Companies have a habit of not promoting their brand in their blog due to the fear of visitors not reading their blog because it appears too ‘salesy’. However, conversions from regular blog visitors generally tend to be very low compared to other promotional methods so do not stress to much about being brand heavy as your blog is not necessarily going to generate conversions. Hence, there is no harm in testing more aggressive brand lead blogs and track visitors and conversions to determine the success rate.
5) Remove any 404 error pages
As I have said, once you get traffic to the website the last thing you want is to lose them, this is inclusive of page scrollers. It is important that you track any lost traffic between the customer clicking the button and arriving on the landing page. This could be due to having old pages on the site that lead to a 404 error so if this is the case make sure you eradicate these errors.
What to do Next?
Hopefully these simple 5 tips will help your website conversion rate but if you’re conscious of your website not converting and you want to rectify any possible problems that are hindering your progress, then please get in touch via emailing firstname.lastname@example.org or call on 01780 757666.