The process of trying to increase the number of leads that you’re able to generate from your website is also known as conversion rate optimisation. This encompasses everything from trying to optimise the user experience on your website in terms of navigation, to on-page copy and messaging, to what kind of images and videos you use on your webpages as well as the general speed and performance of your website.
In this article, we’re going to look at three specific ways in which you can help improve the lead gen rates or conversion rates of your website. We will be using research from a useful infographic produced by SEO agency Session Media.
Make your customers feel safe so they can trust you
One of the first things you need to do to even have a chance of converting a prospect on your website is to show them that they can trust you. One of the quickest ways of doing this is by having SSL or HTTPS encryption on your website. This essentially means that there is encryption between your landing page and the visitor’s browser.
It is now a globally accepted (and expected) security standard and GlobalSign found that up to half of prospects will check a security certification before they decide to share their personal details.
One of the other ways in which you can help establish trust with a prospective customer is by showing other reputable websites or brands that have engaged with or endorsed your product. This is just another way of reassuring your prospective customers that you are a reputable company and that they can feel safe in dealing with you.
Similarly, if you are lucky enough to have positive reviews from past or existing customers, make sure that you display these prominently on your landing pages. This is known to be a key psychological factor in determining whether or not a prospect feels comfortable in sharing their personal details with you and ultimately giving you their business.
Make sure you’re tracking the right things the right way
Another very simple yet critically important thing that you can do to improve your conversion rates is to make sure that you are tracking the right things and that you are tracking them in the right way.
Firstly, you need to understand which metrics are actually key business drivers for you. Don’t just slap a bunch of metrics onto the dashboard or an Excel file and feel like you are reporting on the health of your business.
You need to understand which metrics actually matter. Does bounce rate actually matter if you are providing informational content and expect users to leave?, for example, Which pages are actually critically important and which pages should be excluded from your reports?
Which traffic should be excluded through IP filters in your Google Analytics account. These are just a few examples of questions you need to ask before determining that what you are tracking is the right thing to track, and also that you are tracking it correctly.
Respect your customers’ time
Finally, you need to be conscious of just how busy your customers are. And you need to show them that you respect their time. One of the best ways in which you can do this is by ensuring that your website speed is up to scratch.
Google provides a free tool called Pagespeed Insights to show you if there are any issues with loading your website and how these can be resolved.
One of the other ways in which you can respect your customer’s time is by getting to the point with your page copy. If they need more information, they can seek that out, but make sure that you provide them with what they’re looking for as efficiently as possible with your webpage copy.
Closing Thoughts
It sounds pretty simple when you think about it, doesn’t it? However, just implementing these simple strategies to improve what you’re tracking, making sure that your website is trustworthy, and providing a good user experience to your users by respecting their time can help improve conversion rates on your website.
