7 Proven Techniques to Improve Your Conversion Rates
We’re entering the last quarter of the year which means it’s the last push to get the numbers up before the end of reports. Increasing brand awareness is important for your business but if you’re getting ghosted when people check out your website, there’s a disconnect along the way. We’re here to help you. Whether it’s to increase conversions on your website or for social media campaigns, we’ve researched the best techniques to improve your conversion rates and thrown in one or two of our own techniques.
Why Your Conversion Rate Matters
Apart from the obvious reason as to why conversions matter (hello, sales!) It’s important to think about WHY you’re not converting.
Oftentimes, there’s friction or resistance along the buyer’s journey which stops customers from making the purchase.
No one likes friction.
Much like a journey from your home to a holiday destination, we want everything to be a smooth journey.
When something happens along the way, we get frustrated and end up being in a foul mood.
The same applies to your website or social media campaign. We want to make the journey as smooth as can be. We’ll dive into parts of the journey where people fall off and how to fix it going forward.
Conversion Pitfalls
Before we look at the seven techniques that’ll improve your conversion rate, we need to mention the common pitfalls that happen in the buyer’s journey that prevent you from making that all important sale.
When people search for the solution to their problem, they have expectations.
If they land on your website and the loading time takes longer than two seconds, that customer will immediately press the return button and choose your competitor.
We’re impatient humans since the introduction of technology so the term “slow and steady” wins the race doesn’t apply here.
If you’re loading time isn’t the problem, the next pitfall is your messaging or your website design.
Every touchpoint that the customer lands on needs to have a consistent message and navigation on your website should be easy to follow.
These are some of the common mistakes that with a slight change, your conversion rates can improve.
Now it’s time to learn our techniques for improving them.
7 Techniques To Improve Your Conversion Rates
We’re finally at the part you’re waiting for.
The techniques.
These are the techniques we use at GoViral that allow us to get amazing results for our clients time and time again.
Let’s go.
1. Remove Distractions
Less is more. You might want to answer every single question your potential customer has and add more information but if there’s too much going on, it can get overwhelming.
Focus on
- The headline and subheadings
- The offer and the benefits
- The CTA
- Testimonials and reviews
- The visual aspect that shows what you’re offering.
Anything else is secondary and just adds more confusion than clarity.
Site speed is extremely important for both the customer and google so less really is more.
2. Have strong CTA’s (Call to Actions)
Your CTA’s should be strong but don’t be afraid to play around with them to make them more enticing. Instead of just writing, “buy course here”, you could write “Yes, I want to buy the course”.
Starting a CTA with a yes can be effective psychologically because we’re setting the offer in a positive light.
Remember to A/B test different CTA’s and design elements to see what works best with your customer’s.
Have fun with them but also be clear with what you want them to do.
3. Build trust and credibility
Social proof like reviews and testimonials are the most effective ways to help conversion rates.
No one wants to be the first person to use a product or service.
The reason why testimonials and reviews work is because of the psychological aspect of social proof. We rely on others to survive and look to others to see “what’s in”.
If we see someone else liked the product and had a positive experience, we also assume it must be good.
4. Customer Service
It seems simple but if a customer gets to your page, navigates smoothly, sees the testimonials, but just has ONE more question they need answered before they convert but can’t find anyone or anything to help them, they aren’t going to hand over their money.
There’s different buyer types and all of them have a need that must be satisfied before they convert.
Make sure your website answers each need or make it super easy for them to contact you.
5. Add callouts or sitelinks to increase conversions
Callouts are highlighted snippets of text that appear alongside a search result, often containing information like prices, features, or special offers.
Sitelinks are additional links that appear below a website’s main search result, providing more specific options for users to click on.
The reason why these are effective for conversion rates is because they make search results stand out and easier for the customer to find what they’re looking for.
Remember we said friction is the LAST thing you want in the buyer’s journey?
6. Your keywords aren’t strong enough
We hear a lot about keywords and SEO but why is it important?
Keywords are the words your customers are searching for to fulfill their need.
They bridge the gap between your customers intent (what are they looking for) and your businesses’ offer.
Optimizing your website with the correct keywords can also improve your search engine rankings, making your business more visible.
To avoid targeting everyone, add negative keywords so that you’re including only relevant searches.
7. Audience targeting
If you’re struggling to get your landing page or website in front of your ideal audience, you mightn’t be targeting correctly.
Not only should you be targeting based on your audience’s demographics but also psychographics, what are their interests and hobbies, and behaviors.
By tailoring your content and messaging to them and using segmentation to divide them into smaller groups based on shared characteristics, you have a higher chance of conversion.
GoViral Conclusion
Sometimes, it’s the smallest part in the buyer’s journey where people drop off but with a simple fix, your conversion rates can increase.
When viewing your overall strategy, think of all the touchpoints your customer comes into contact with. By implementing this seven techniques, your customer will flow much easier to your offer.
If you need help developing an easier buyer’s journey, Contact us!
How to Create Landing Pages that Convert
A common question we come across about landing pages is “is it not the same as a website?”. While we see the similarities, you’re directing traffic to a particular page to generate sales, a landing page is ONE specific page for ONE specific goal. A website has different pages people can explore and learn more about what you do. While both are important, a landing page is better suited for an upcoming campaign or an event to increase visibility and drive warm traffic to carry out an action.
In this blog, we’re going to discuss what IS a landing page, how to create one that converts and a bonus tip on color theory that will make your landing page stand out,
What IS a landing page?
A landing page is one page designed to generate warm leads for a particular goal. Customers that click on your landing page know about your business already and have taken an interest in what you do.
This goal could be newsletter signups, signing up for a demo, social media campaigns, registering interest in a product or service, and so much more.
At GoViral, we create landing pages for our long-term clients, Jabra, for the events they attend like GITEX Africa, Infocomm, and ISE Barcelona.
These events increase the visibility and awareness of the brand, building a community of loyal customers and generating warm leads.
For each event, a specific landing page is created to drive conversions focused on signing up for a demo before, during, and after the event. This keeps Jabra top of mind for their customers and encourages them to keep coming back, even after the event is over.
Ok, so where do I find customers to drive traffic to the landing page?
We thought you’d never ask.
While traffic can come through social media platforms alone, using PPC (Pay-per-click), advertising, and email marketing campaigns can increase your chances of directing traffic to the landing page.
A PPC campaign pictured below can increase visibility and drive more traffic ahead of an event.
Remember, you’re sending WARM traffic to your landing page. They already know you and have shown interest in your business.
There are key details to keep in mind when creating a converting landing page.
Making a landing page convertible
The reasons for landing pages not converting are the call to action isn’t strong enough, the visual design doesn’t pop out and most importantly, the copy isn’t intriguing enough.
When your warm lead clicks onto your landing page, it needs to have all the key information above the fold (this is the first area you see when you click onto any page).
Your landing page needs to sell itself.
Our biggest advice is CUT. THE. FLUFF.
Cutting the fluff means no complex terms and large blocks of texts.
Above the fold needs to have information that a customer can read and know exactly what the landing page is about.
Let’s go through the top information needed to make your landing page a hit and secure that conversion.
Securing the Conversion
The average conversion rate for a landing page is 9.7%. However, vital information that can secure the conversion are the headline to capture attention, sub-headline messaging that’s tailored to the specific audience, social proof to get them over the line, and a strong call to action to take the next step.
Anything else can be placed below if the customer wants to learn more about the sales messages.
1. A Captivating Headline
Think of a good article you’ve read, a strong LinkedIn post that made you feel seen, or a viral TikTok that called you out.
Ask yourself WHY you stopped reading.
We’re 100% sure you stopped because the headline caught your eye and intrigued you to keep reading.
If your headline isn’t strong enough, people are going to swiftly click out of your landing page.
Another reason why customers scroll past is because the headline has too much fluff.
It’s created for the purpose of everyone and anyone, and unfortunately trying to speak to everyone leads you to speaking to no one.
In your headline for your landing page, it needs to convey the benefits of the conversion, a time-sensitive offer, or an easy solution to their problem.
Your headline should be clear and straightforward so the customer understands.
How did they get onto the landing page? If it’s through PPC or advertising, make sure it’s relevant to what they clicked on.
Customers want to feel seen and heard so your headline should emphasize and SPEAK directly to their problem, placing you as the solution.
2. A Sub-Headline
A captivating headline will get the customer’s attention but the sub-headline is written to reinforce the customer with extra details and benefits the customer needs to know.
Your subheadline should include your unique selling proposition (USP) that makes you stand out and encourages your customers to carry out the conversion.
After all, your customers need to know why YOU’RE different.
Messaging that not only has the features but the benefits of the product or service encourages customers to stay on the page and convert.
Messaging that’s tailored to the customer significantly increases conversion rates compared to a generic landing page.
3. Scroll Stopping Hero Image
Pair a captivating headline and subheadline with a strong hero image and you’ll have your customers’ attention.
Your hero image is an important aspect of your landing page because images, videos, and graphics can emotionally persuade someone to take action.
Our brain processes visual information quicker than text alone so combining the two creates an impact. Your hero image should be displayed in a way that the customer can visualize the benefits of the product or service.
4. Show Me the Proof
Client testimonials, reviews, and ratings are a sure fire way for customers to convert if they see other customers are happy.
Showcasing social proof boosts your credibility and authority around what your product or service offers.
Displaying reviews can increase conversion rates by 34%.
5. A Focused Call-To-Action
Your CTA is the driving force on your landing page and primary conversion metric.
There’s nothing worse than designing the perfect landing page and the call-to-action is too weak.
Your CTA should be obvious in its design (color psychology tip below), and compelling in the copy to get people to act.
GoViral Bonus
We’ve given you the top five areas of a landing page that needs to be effective but we’re going to go one step further by giving you a bonus tip.
When you’re making a landing page, one thing that’s not taken into account as often is COLOR.
Color theory can impact whether someone will carry out your desired action on the landing page. Designers have been aware of color theory for a long time, and how the visual impact can lead us to have different emotional responses.
Two ways color theory relates to a successful landing page are the contrasting color combinations and readability along with psychological color associations.
We associate certain colors with different emotions and using color to create your landing page can increase the chances of conversion.
Red promotes urgency, green promotes balance and refreshment, orange is associated with warmth and security, black exudes sleekness and efficiency and so forth.
By using this knowledge to your advantage and understanding each color association, you can create your landing page effectively.
Take Apple’s very simple color combination. The contrast of black and white is easy for people to read, making it accessible while the white background compliments the bold black that exudes efficiency and sleekness.
Think about the emotions you want your customer to feel and play around with contrasting colors to be able to ignite that emotion.
It’s the finer details that transform the conversion rate.
GoViral Conclusion
We’ve deep dived into the main areas you need to pay attention to when building out your landing page. Whether it’s for newsletter signups, a discounted offer, or a marketing campaign, the landing page should be clear, direct, and achieve the end goal.
Don’t be afraid to A/B test different landing pages to see what works and what doesn’t, it’s a process.
If you’re looking to create a landing page but feel overwhelmed about the different aspects, contact us at GoViral to help you build a landing page that converts.