Most new website visitors make the mistake of only focusing on driving traffic to their website. While bringing in the traffic is essential, that is definitely not enough. Traffic that does not convert is a waste of your efforts.
Thus, it is extremely important that you turn your website visitors into leads. Only then will you be able to monetize your website well.
There are two parts to this process. First of all, you should try to bring in highly-qualified traffic. This means that the kind of traffic that you attract must have a high probability of conversions. They should be interested in your core offering. Only then will it be profitable for your business.
Secondly, the traffic coming to your website should be impressed with your user experience and your offering. By improving your website UX and landing page design, you can ensure that the visitors coming to your website turn into leads effortlessly.
If you have been struggling to convert your website visitors into leads, then you have come to the right place. In this extensive guide, you’ll learn some essential tips and techniques to improve your website conversion rates and increase your business’s profitability.
1. Improve Your Landing Page Design
Imagine you put in a lot of effort into driving traffic to your landing page through channels such as SEO, social media, paid advertising, Google ads, webinars, etc. Only to find that the website visitors bounce back from your landing page. All your efforts would go down the drain.
Therefore, it is crucial that you focus on your landing page design. Even a small change of color or the CTA button copy can make a massive difference to your conversion. In fact, studies show that a highly-targeted landing page design can increase your conversion rate drastically!
Here are a few tips to have in mind while designing your landing page:
- Keep your form minimalistic as having too many form fields might drive away your visitors. You can even use a multi-step form for better results.
- Focus on the call-to-action (CTA) button color and copy. Ensure that the copy is benefit-driven so that users are urged to click on it.
- Talk to your target audience and understand their pain points. Use exact words that they use on your landing page. This will ensure that your landing page copy resonates well with your website visitors.
- Try to place your form and your CTA above the fold so that visitors do not have to scroll to the bottom of your landing page to find the form.
- Have only one offer or CTA on your landing page. Having multiple offers can confuse your visitors, and they might end up not opting for any offer at all.
- Do not use your website homepage as your landing page as the homepage has many distractions such as a navigation bar and links. On your landing page, the focus should only be directed towards the CTA, and all the other distractions should be eliminated.
2. Offer Self-Service Options
Your website visitors may have tons of speculations and objections when they visit your landing page or other pages on your site. They may have many questions to be resolved, without which they might not be willing to convert into your leads.
Many such visitors wouldn’t be driven enough to find your contact details and send you an email or give you a call. Hence, it is better to have a proactive approach to customer service, especially during your funnel’s initial stages.
Self-service options such as AI chatbots can be beneficial in such scenarios. With a simple prompt, your website visitors would find their objections resolved, resulting in an increased lead conversion rate.
3. Work on Website Accessibility
Did you know that 1 in every 4 Americans suffers from disabilities of some kind?
These may be cognitive disabilities, hearing impairments, visual impairments, or any physical disabilities. These people might not be able to access your website like others would be able to.
Working on your website’s accessibility will ensure that your website is accessible for everyone visiting your website, irrespective of their disabilities.
This will ensure that you stay Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG) compliant. This will also boost your conversion rates, as more users would be able to access your website with ease.
Website accessibility includes many aspects such as adding image alt attributes, adding descriptive links, working on the color contrast, improving the structure of your website pages, and many more.
Ensuring the accessibility of your site by manually going through all the pages is not the most feasible and effective approach to go about it.
Instead, you can invest in an ADA compliance solution like accessiBe that will automatically ensure the accessibility of your website at all times. The platform works to generate alt texts and image descriptions, makes sure buttons are coded properly, connects with assistive technologies like screen readers, and includes an interface to adjust fonts, colors, contrast, zoom as well as many other functions.
4. Create an Irresistible Lead Magnet
Driving traffic to your landing page and working on its design is just half the job done. Your website visitors will only convert if your lead magnet is enticing and useful enough. So, how do you ensure that your lead magnet is irresistible to your website visitors?
The best way to ensure that your lead magnet is desirable is to ensure that your target audience and your visitors are actually interested in it. If you are in their shoes, will you be willing to provide your contact details in exchange for the lead magnet?
For this, you can survey your audience, and conduct thorough research on them, understand the needs, pain points, and aspirations. And most importantly, solve their problems in some way with the help of your lead magnet.
Also, try to offer something unique and super-valuable. If the value that you provide through your lead magnet is easily available for free, then why would your visitors be willing to opt for your lead magnet? Hence, offer something unique and premium. Do not hold back here.
5. Offer Content Upgrades
If you have worked on your website’s SEO for a while, then a significant amount of your website traffic would be coming to your high-performing content pages. You can make use of this massive chunk of traffic by converting them into leads. How? Through content upgrades.
Content upgrades are nothing but extra information or premium content offered from a free piece of content such as your blog posts. For example, if your blog article is about “how to write a blog post,” your content upgrade can be a checklist for creating a perfect blog post.
Studies reveal that having a content upgrade can almost double the number of leads that you currently have. Hence, this is a must-try strategy if you are struggling to convert your website visitors!
This strategy works great because the website visitor is interested in that particular piece of content, which is why they have landed here in the first place. So, if you offer something extra as a lead magnet, there are high chances that the visitor will convert into a lead.
6. Ensure Consistent Messaging
Messaging is also a crucial factor that plays a vital role in determining your conversions. If you are driving traffic to your landing page from social media advertising such as Facebook ads, then the messaging on your ad and the landing page should be the same.
For example, suppose that your social media ad says “Make money online through blogging,” and your landing page copy says, “Learn how to monetize your blog.” Though both mean the same, the messaging is different in both cases.
Having inconsistent messaging might hurt your conversions because your visitors might feel that they have been deceived. This might also lead to a bad reputation for your brand. Hence, it is essential to have consistent messaging throughout your traffic sources and landing pages.
7. Retarget Website Visitors
Retargeting can be a super-effective way to convert your one-time website visitors. This works great because these users have already visited your site and might be familiar with your brand.
The chances of converting them would be significantly more compared to someone who has never visited your website. According to Kenshoo, users are 70% more likely to convert when retargeted.
You can run social media ads by retargeting your website visitors. You can personalize these ads by offering something that would be of great value and interest specifically to these users. Over time, it is highly likely that these one-time website visitors will convert into highly valuable leads for your business.
8. Offer Superior User Experience on your Website
User experience is how you make your website visitors feel. By working on your website UX, you can completely transform your website visitors’ experience.
For example, if your website has a lot of spammy ads and popups, compared to your competitors’ site that has a clean and minimalistic design, it is very likely that the user will pick your competitor over your brand.
You can offer good UX by working on your website structure and navigation. Ensure that the navigation is intuitive, and everything is easy to find. Make sure that your contact information is easily accessible.
Properly structure your web pages by adding titles, headings, and subheadings. Make your content skimmable. Break up your content into images and infographics. And remove any intrusive and spammy pop-ups or ads that may annoy your website visitors.
If you’re starting an eCommerce business, consider using a personalization platform like Dialogue. Using AI and sophisticated algorithms, the platform is able to analyze users’ actions in real time to predict their preferences and intent.
This allows Dialogue to generate very relevant product recommendations and personalized messages that boost conversions and lead to an overall better user experience and engagement.
9. Use A/B Testing
A/B or split testing is the process of testing two variations of your landing page or ad copy while varying just one element in each version.
A/B testing can bring about a massive difference in your conversion rate—no wonder most top businesses swear by this strategy to maximize their ROI. According to Econsultancy, A/B testing is the most common method used for landing page optimization and improving conversions.
You can use A/B testing on your landing page by varying some elements of it. This can be your landing page copy, CTA button position, CTA button color, form design, lead magnet, branding, and similar more. When you run A/B tests, you’ll find the best possible version of your landing page that generates maximum conversion.
Driving traffic to your website and landing pages is not even half the job done. If you want to improve your business’s overall profitability and ROI, you need to work on converting a majority of these visitors into leads.
The strategies and hacks provided in this article will be extremely helpful for increasing your lead conversion rate. So, start working on these right away, and you’ll definitely notice a massive boost in your conversions.
Author Bio –
Gaurav Belani is a senior SEO and content marketing analyst at Growfusely, a content marketing agency specializing in content and data-driven SEO. He has more than seven years of experience in digital marketing. He likes sharing his knowledge in a wide range of domains ranging from e-commerce, startups, marketing to human capital management, and much more. His work is featured in several authoritative business publications. Connect with him on Twitter at @belanigaurav.