When you look at the analytics of your website, the figures are quite impressive. There seems to be a lot of traffic coming in.
There is one thing that continues to confound you though. The numbers are not translating into conversions. So, what can the challenge be?
Well, according to Chromatix CEO and Owner Irwin Hau, there could be one fundamental element missing. You see, to achieve conversions, you must engage and persuade. And, it all comes down to a basic understanding of human psychology.
We researched some website conversion strategies that can work for small businesses. Let’s dive into this business changing discussion.
Let’s use an analogy to define conversions. When a customer walks through the door, you want them to take a specific action. The most obvious is to buy your products or services.
The other option is to subscribe to newsletters, book demos, and so much more. We can refer to the latter action as macro-conversions. Think of them as the first step to achieving full conversion. If the customer likes the demo, he may end up purchasing the products.
Getting traffic to a website is indeed critical. But, if you do not achieve macro or full conversions, it is a waste of time. If you don’t correct the problem, it will be like money going down the drain, without tangible ROI.
Your best bet would be to take the necessary steps to optimize your website conversion strategy.
Here are some interesting statistics on website conversions. On average, website conversion rates stand at about 2.35%. It is however possible to achieve up to five times that. Platforms like Facebook ads manage to hit 9.21%.
Optimizing websites for conversions can have a significant impact. Do you know that page loading speeds experiencing a one second delay can reduce conversion by 7%.
So, let’s go ahead and see what you need to do.
1. Undertake a Site Audit
Don’t make any changes to your website without understanding what the problem is. A website audit will provide the answers you need. Consider it an investment to involve expert web design and development to help.
The site examination will look at factors like-
- Page performance
- Content and links
- Page loading speeds
- Visibility to search engines
- Ease of navigation and intuitive designs
- SEO execution, and so much more
We reiterate the fact that you should let the experts help. If you do not know what factors to look for, it will be an exercise in futility.
You could be losing conversions because you are neglecting the basics. No one will stay on a site with slow-loading pages.
Monitoring and testing must become a routine process. There are fantastic resources you can use. Google Optimize, WebPage Test, Pingdom Speed Test, and Google PageSpeed are some of them.
2. Are You Talking to the Right People?
It may come as a surprise, but you could be talking to the wrong people. How much time did you take to understand your target audience? Did you do any research that gave you data-backed insights?
The web designer told you about web design trends that are sure to generate interest. So, you went all out implementing them. You now have this super trendy, modern-looking website.
The designer was not wrong. You are attracting a lot of visitors. But, once they finish admiring the site, they leave.
One critical step to take is to have a buyer persona. Have clarity on the end-user, but don’t forget those who may have a role in the purchasing decision.
Say you sell car spare parts. The end-user is the owner of the car. But, the mechanic has a strong influence too. They are the ones who recommend to the owner what he or she should buy.
Also, have clarity on the type of people who will visit your site. Some are just browsing. Others want to buy but are not quite sure yet. Such potentials are the best bet for macro conversions. See, this group needs a subtle nudge to get them to convert. They will respond well to discounts and promos.
The other group are those who are ready to buy. They have done their research, settled on a product, and are likely to convert.
3. Ease the Customer Journey
You may have been to several eCommerce platforms. Some are quite frustrating to use. Browsing for products is a task. Getting any information is like squeezing water from a stone. It only gets worse with the tons of distractions on the page.
It feels like the web designer might have gone overboard with creativity. The number of ads and pop-ups further adds to the craziness.
You hope it will get better as you proceed, but no such luck. The checkout process feels like an exam. The site owners seem to have spent a lot of time coming up with lengthy forms. You even wonder why they need some of the information.
Here is what that ecommerce owner may not know. Reducing the number of fields customers are supposed to fill can increase conversions by up to 120%.
At some point, you give up. Not because you no longer want the product. But, the hassle is not worth it. As an eCommerce owner, ask yourself one pertinent question. How seamless is the customer journey on your site?
Try going through the process as a customer. If the customer’s experience is in any way tedious or unpleasant, then it’s back to the drawing board for you.
Here is an idea. Create a sales funnel. It will give you clarity on the buyer’s journey. Asking for signup from someone who is just browsing may not yield any results. At this point, the potential customer is in the awareness stage.
Once they move on to the interest stage, now is when you can capture them with demos, product information, and so on. Allowing the customer to navigate their way through the funnel at their pace builds trust, loyalty, and better relationships.
And, budget allowing, take advantage of what technology has to offer. AI chatbots are fantastic for customer service. Online visitors get quick responses to queries or concerns. The bots can also personalize the shopping experience through product recommendations.
Voice search and virtual assistants further enhance convenience. Statistics show that 58% of customers use voice search when looking for local business information. Voice search takes up 20% of internet searches. And, every day, 40% of adults will use the functionality.
4. Social Proof Inspires Trust
People buy products because they trust what you are selling. But trust is hard to build and may take some time. That is why a customer will ask family or friends about a brand before trying.
They will also read testimonials and customer reviews before buying. It goes a step further. Online visitors want to see security badges on your site. Think of the number of times you leave a platform because it says ‘site not secure.‘
Customers share a lot of sensitive information on e-commerce platforms. They want to know that you’re doing all you can to keep it safe. Optimizing a website for conversions means you should display social proof.
5. Don’t Forget a Call to Action
As the Chromatix CEO pointed out, persuasion is critical. No, we are not talking about pop-ups and ads to sway their decision-making.
Rather, a subtle way to go about it is with a call to action. Do you know why it is such an effective tactic? You place control in the visitor’s hands. They have the option to take action or not.
Now, comes the play on the online visitor’s psychology. Entice the customer into clicking on the link. Now, here is what many people may not know. Some words or phrases will cost you conversions.
The number one rule is never to place any type of demand on the visitor. So, words like sign up, download, or submit are a no-no. First of all, they are generic terms you will find on many websites.
Second, you lose that level of personalization. Instead of a CTA that reads download now, opt for ‘send me my copy now.’ Instead of ‘click for more information,’ try using ‘I want to know more’.
When coming up with a CTA do the following:-
- Make it repetitive because the brain looks for patterns
- Let the CTA elicit a sense of urgency. Everyone wants an invitation to the party. Use words like limited offer, offer expires in the next two days, and so will work.
- Bring out the benefits so that the customer sees value
- Use colors that evoke specific reactions. Take the color green as an example. When you see it the thought that comes to mind is GO. Red evokes a sense of urgency.
- Be strategic about timing. A CTA too early in the page may not get traction. First, give information then follow it with a subtle nudge
The psychology of CTAs is truly fascinating. A simple change using the tips we have shared can improve conversions.
6. Avoid Too Much Jargon or Hard-Sell Language
Have you ever read something and it leaves you with more questions than answers? The words are too technical, and do not carry too much meaning. It is almost like someone was trying to show off their command of the language.
Break down the communication into simple language. Strive for clarity and provide as much information as you can without going into too much detail.
Remember online users have a limited attention span. If something is confusing or hard to understand they will move on. Imagine that you are talking to a friend, and write as you would speak.
The same applies to hard-sell language. It almost feels like someone is holding a gun to your head and forcing you to buy. Provide value with content, and focus on benefits instead.
Do not forget to have a unique value proposition. One that differentiates you from competitors. Forget about pushing product features. Instead, concentrate on providing solutions by showing the benefits. You will achieve a whole lot more this way.
Optimizing your small business website for conversions is critical for your bottom line. You know there is a problem if you have visitors to your site but no one is buying. Take the time to do a site audit to determine if everything is as it should be.
A fantastic user experience is critical, and this includes the buyer journey. Use powerful CTAs, avoid jargon or hard-sell language, and have social proof on your site. Implementing some simple changes can have a big impact on your conversions.
And, don’t forget the Chromatix CEO’s tip. A beautiful design is fine. But, understand and delve into human psychology a little more. A fantastic website design aims to engage and persuade audiences to take the action you desire.
Good luck with turning things around.
Jesse is an avid web developer and UI/UX designer who takes inspiration from other influencers in this field. Taking websites to the next level is my kind of jam and I take immense pleasure in doing so. Jesse is also a front-end developer who strings codes to come up with practical solutions for producing applications.