Conversion Rate Optimization – How To Convert More Website Visitors Into Leads

Introduction

You can improve sales by:

• Increasing Traffic
• Up-Selling
• Improving Conversion Rate

Assuming, you get 12,000 visitors a month to your website and you have a 1% conversion rate, you end up with 120 leads. If, however, you were to improve your conversion rate to 3%, that same number of visitors would give you 360 leads.

Improving your conversion rate, or Conversion Rate Optimization (CRO) leads to a lower Cost Per Lead/ Acquisition (CPL/ CPA), which means a better ROI on your marketing spend.

So, how can you optimize your website conversion rate?

By getting rid of everything that is not essential to making a point and by not asking for too much too soon.

Forms

The less information you ask for, the more likely it is that a user will fill out your form and submit it.

Pop-ups

Don’t block the website before they have a chance to explore it. Realize there are different ways to trigger a pop-up without being annoying.

Live Chat & Bots

Don’t try to fool someone into thinking the bot is a real person. Segregate users right from your greeting. Consider a lead magnet to get them into your database.

Video Storytelling

Several shorter videos are “probably” better than one long video.

Don’t be afraid to use video creatively!

• Time lapse video
• Drone footage for aerial video
• Personal videos of each team member
• Illustrating product features with animation
• Showcase your business’ personality

Social Proof & Trust

Case studies specific to your niche or industry illustrate success and solutions. Testimonials are great…Reviews are better. Off-site validation like Google reviews, Facebook and LinkedIn recommendations, transfer that credibility to your website.

CTA Best Practices

• Make it easy to notice
• Keep the CTA above the fold
• Repeat the CTA below the fold
• Use action words
• Use first-person voice
• Timing is everything
• Create a sense of FOMO (Fear Of Missing Out)

Don’ts

• Too much text
• Too many links leading to too many places
• Unnecessary mandatory form fields
• No email privacy info next to the email form
• Lack of communication choices
• Inadequate shipping or pricing information
• Error pages, broken links, and anything that doesn’t work

Summary

• Before you think of spending more to get more traffic, focus on conversion rate optimization.
• Minimize distractions
• Give your visitors something first before asking them for something
• Don’t make your visitors think or work too hard to get relevant information from your website
• It’s not about you!