Website conversion optimization is as much an art as it is a science. Website conversion optimization simply put is the process of increasing the volume of website visitors that take action when visiting your website. This might mean exchanging an email for a valuable eBook or it might mean filling out a form to speak with someone at your company. Either way, if your first challenge is that your website doesn’t have much for traffic or that the visitors that come to your website aren’t high quality (indicated by high bounce rates or low session duration), then you might need to focus on increasing traffic to your website well before you focus on website conversion optimization.
If you are seeing healthy volumes of traffic to your website but rarely see visitors take action, here are some tips for increasing CRO (conversion rate optimization).
Examples of Conversion Opportunities
There are several ways you can create a lead generating engine from your website. They include:
Signing up for email lists (like an eNewsletter, email marketing list, or blog article notification list)
Completing a form to download an eBook, white paper, or checklist
Adding a product to a cart
Scheduling an appointment
Requesting a quote
Putting the right offer in the right place on your website is key to website conversion optimization. It requires vast insight as to the expected user experience and the buyer’s journey website visitors take when they visit your site.
Here are 5 tips for improving website conversion optimization:
1. Simplify Website Navigation
If your website has been around for a while, sometimes website navigation can become a bit of a “Frankenstein”. As new pages are added, lack of prioritization can make navigation or sub-navigation that folds under your primary navigation too complicated for website visitors to easily navigate around your site.
2. Require different information on different forms based on the level of commitment of the offer
Different calls-to-action require different levels of commitment. For example, it’s a far bigger commitment to request a quote than it is to subscribe to an email list. A common mistake companies make when creating forms for offers on their website is asking for too much information too early in the process. Keep in mind that most website visitors that are generally interested in your company will visit your website 5-7 times before taking action to speak directly with you.
When it comes to form fields, sometimes less is more. Only request what you absolutely need to deliver whatever the website visitor is asking for. If subscribing for an email list or filling out a form to download an eBook, it’s best to keep forms simple only asking for an email address, and perhaps a first name and last name. The further through the buyer’s journey a website visitor makes it, the higher the likelihood they will be ok with sharing more information for you. Forms to request more information, request a quote, or schedule an appointment can ask for more information and you can safely assume website visitors are likely to share more information with you based on the level of interest they are expressing by wanting to speak directly with someone at your company.
Does this mean that you can only ask for a phone number, address or other personal information if they complete a form to speak directly with your company? The short answer is no. For those who take advantage of multiple offers that aren’t to directly contact your company, you can use tools like HubSpot to create progressive profiles on your leads. A progressive profile allows you to swap out a form field from a subsequent form submission from the same website visitor to collect a new piece of information every time they fill out a form. The first form might request an email address, but the second form might ask for title or position, or the company the website visitor works at (for example).
3. Try Different Combinations of Color and Text for Call-to-Action (CTA) Buttons
Sometimes lack of action is due to the design of call-to-action buttons on a website. Visually, call to action buttons need to attract attention. Color contrast of button design from background of your web page are key. In some cases, button design might include a color that isn’t in your designated brand color palette just to grab attention for readers skimming a page.
Call-to-action language can also impact the likelihood that a website visitor does or doesn’t take action. For example, a button that says “Create my Account” and a button that says, “Create Account & Get Started” may have different conversion rates. A/B testing can provide useful insights and allow you to play around with different color schemes and copy on call-to-action buttons, but only test one thing at a time or it can be difficult to decipher what changes were most helpful for generating conversion.
4. Use Analytics Tools to Inform Website Conversion Optimization Decisions
Tools like Google Analytics or Moz Pro can help inform website conversion optimization strategies. Behavior flow in Google Analytics is a quick way to map out buyer journey paths and identify key pages to place call-to-action buttons or forms.
5. Use Surveys to Inform Website Conversion Optimization Decisions
Polling website visitors while they are on your site with a timely pop-up window can be helpful as well. Some companies fear the dreaded pop-up form, but if timed correctly and used with the right intentions, gathering timely feedback through use of a website pop-up form is very likely. As a starting point, use the rule of 50% will ensure that your pop-up doesn’t appear too early in the website visit or too late where many visitors won’t see the request. Identify your current average session duration time and set the pop-up for the survey to appear at 50% of the average time spent on your site. Use language that ‘asks for help’ rather than is too direct to encourage visitors to take the survey. You may also want to time the pop-up to occur on the second or third website visit depending on the average number of times a visitor comes to your site and within what timeframe that occurs.
Additionally, surveying new customers who likely had a recent experience with your website through email marketing can provide some useful feedback about your existing website as well.
Looking for ways to generate more leads online? Download our complimentary lead gen playbook for useful tips.