One of the first things I tell potential clients is that I can send them millions of visitors every month.
I have some hacker friends who can bring us traffic.
The problem is, none of this traffic will convert.
In fact, all of that traffic will just act as a bandwidth drain.
Bottom line – if the SEO traffic we send to our clients’ sites doesn’t convert, we will be fired.
I don’t like getting fired and I’m willing to bet you don’t either.
Let’s take a look at some proven conversion rate optimization (CRO) techniques you can use to move the needle in the right direction.
Conversion rate optimization can get expensive
I am a huge CRO fan.
But a true CRO requires great testing.
Important testing requires high-level instruments and personnel and a great deal of time.
If you want to get statistically significant evidence that your landing page will work, you will have to spend some time and money.
But most people can improve their conversion rates with double-digit percentages simply by following the best practices in this column.
1. Sample per page
Having a form on every page increases conversion rates.
One of the most common questions I receive is, “How much?”
And the answer is, really, “it depends.”
But I’ve never seen a site implementing forms on every page that didn’t see a huge increase in conversion rates.
The reason why forms work is simple.
Consumers typically visit several sites that meet the criteria they set for the seller.
In the B2B world, this might be an intern tasked with finding the best solution to a CEO’s problem.
On the B2C side, it could be a list of best sellers for a trending product.
Certainly, in the case of e-commerce, the top sellers of hot products will simply see their e-commerce sales skyrocket.
However, if the product sells out, sellers with models collect more customers to follow up once stock is replenished.
These customers are also amazing to call back when your company is having a sale, getting rid of excessive inventory, looking to increase sales during slow times, or just adding to mailing lists promoting targeted offers.
2. The unique selling proposition is the best taste
First, if you don’t have a unique selling proposition (USP), you’d better create one.
For those unfamiliar, your USP is simply a reason people buy from you instead of anywhere else.
Not only does your USP help you make the initial sale or get the contact, but it should also be one of the reasons your customers keep coming back.
Think of your USP as an extra bait on your hook.
Consumers, whether they are looking to purchase a physical product or provide their contact information to become a potential customer, need something to move them from being a prospect to a customer.
The USP is often the attraction that moves the consumer through the sale.
A good USP is often the difference between a sell and a skunk.
However, a well-designed USP won’t appeal to everyone.
By definition, she can’t.
The USP is aimed at attracting the customers you specifically want for your product or services.
In fact, in some cases, your USP will be specifically formulated to appeal to specific customers, not others.
For example, if you have a high-quality product, your product probably won’t be a good fit for a budget-conscious customer.
In order to write an appropriate USP, you’ll need to understand your customer base and create a message that appeals to them.
Don’t be afraid to give them a specific message that appeals directly to them.
It’s okay to lose a customer that wasn’t yours.
But it is a crime to lose a customer who is willing to pull out their wallet and buy directly from you.
3. Chat – front and center
You can work to answer every question previously asked, but that doesn’t mean your new client doesn’t have a question you haven’t thought of.
Chatting on your site is a game-changer when it comes to improving your conversion rate.
In my experience, chatting alone on a site can increase your conversion rate by up to 30%.
And you don’t even have to have an entire conversation on the site.
What do I mean by that?
On our website, we do have a chat, but it works more like another form of chat than an actual chat.
Our conversation is not monitored.
It works as an answering machine.
When a customer visits our site after interacting with a few pages, a chat box appears saying, “Have a question about price, our services? Want to see more? Chat with me now!”
Once a visitor starts a conversation, they are met with a dialogue stating that we are not available at the moment, but if they leave a message, we will get back to them.
I go to the office at least five to seven times a week where someone fills out this form.
These were potential customers who most likely wouldn’t get in without chatting online.
4. The phone number is in the upper-right corner
Time and time again, I’ve run into potential customers who don’t think it’s necessary to provide their phone number on their site.
In fact, for many, the measure of success includes reducing the amount of time on the phone.
I think this is wrong.
Not only should you be happy when your clients call you, you should also be recording their phone calls and looking for things you can improve or make them more efficient.
If your business is technical in nature—say you’re selling a SAAS product or other item that requires some training for a customer—reducing technical support phone calls is a legitimate goal.
But if you’re selling a product or service, you want your potential customers to pick up the phone when they have a question.
In fact, you might learn something from those customers who pick up the phone that prevents your shy customers from entering their credit card number in the first place.
Having your phone number buried on your site is almost an admission of guilt for some consumers.
These consumers believe that if you are afraid to talk on the phone then you do not trust your product or service.
In fact, most website owners view the phone call as a failure in their slick communication on their website.
But web consumers are trained to look for a site’s phone number in the top-right corner of the site.
Put it out there and put call tracking analytics on it to see how many calls you get.
Record calls and ask the operations person to listen regularly.
You will be amazed at the insights you can gain.
You don’t have to spend a million dollars to increase your conversion rates.
There are simple things you can do.
Rely on your USP, chat, and your phone number, and I suspect you’ll see your numbers increase in a short period of time.
- How to improve search engines using user experience factors
- 6 Tips to Optimize Your Conversion Rate (CRO) for Low Traffic Websites
- Ecommerce Marketing: The Ultimate Guide
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