Shout Insights

5 Ways to Improve Your Conversions

You started driving visitors to your website. Now comes the big challenge, how do you turn those visitors into customers who love your products and refer their friends to your services?

There is no one size fits all approach to this question. Instead, we focus on fundamental principles to help you achieve your goals.

Five Strategies to Improve Your Conversions

#1. Platform

If you want to sell e-commerce products, then you need a platform with a store. Conversely, if you sell services or want to promote your local store, you need a different website platform.

Common website platforms include WordPress, Joomla, Drupal, Shopify, and Marketo. The latter two are more for e-commerce companies. The first three are traditional website builders.

Which platform you choose varies based on your needs. Over 30% of the web today runs on WordPress because it is easy for inexperienced website owners to operate their website.

WordPress CMS Platform

When owners have control over the website, they can add many small touches that improve conversions over the long-term.

At the same time, if you need a more robust option, you might want to talk with a developer about using Joomla or Drupal for your website.

#2. Design

Once you have a site, you need to have a conversion-friendly design.

The focus of your design should focus on mobile platforms.

Over 50% of all website searches now take place on mobile devices. Therefore, it is imperative you make the website usable to all visitors on whatever device they use.

If you confuse a visitor on a mobile device, it is difficult to get them back to your website.

That is why you should have a responsive design that makes the website look good on any device.

Mobile Index

You should use uniform graphics and content throughout your website.

An excellent example of this idea is how websites ensure the advertising on third-party sites matches website landing pages.

If you run a Google ad for an HP laptop, then make sure you do not send the user to a Compaq laptop landing page.

You confuse the visitor to your website. Google then reviews the lack of interest from users and decrease your Google AdWords Quality Score(QS). The QS determines the cost-per-click, and the likelihood Google shows your ad over competitors.

Note: as we discuss below in step 5, test your images to make sure they excite your audience.

#3. Product

Once you have the right design, focus on how you can make the product look better for your audience.

The best strategy to promote your product is to personalise your marketing based on the data you gather about your clients. Your product marketing should make customers think you are talking directly to them. To create that experience, you need massive amounts of product and customer data.

Amazon is a perfect example of this trend. The engineers at Amazon spend an inordinate amount of time personalizing emails and other marketing materials to ensure customers stay informed and engaged in the process.

Amazon orders

As a result, Amazon can now send customers personalised emails based on how long they’ve been a customer and their past activity on the website.

The e-commerce giant uses email templates for everything such as their welcome email, receipts, shipping and more. Every possible interaction is personalised, and the information becomes more succinct as they collect additional user data.

#4. Marketing

The next step to improve your conversions requires you do some outreach. The idea of building it and then they come is a fallacy. You need to have a sound digital marketing strategy to generate traffic and leads to your website.

Whether you use social media, search engine optimization, or paid ads, you need to create a plan that helps you achieve your conversion goals.

#5. Split testing

Test everything. The only way you know if a marketing strategy works is when you have enough information on why visitors purchase your product. Split testing gives you the data you need to improve your conversions.

A great way to test your product is to use social media. Write a few social media posts on the same topic, and then see which one gets the best response from your social network.

You can use the best post as an ad to generate higher quality traffic to your website. The more posts you create, the more you learn about your social audience.

testing

Final Thoughts

Driving more conversions to your business takes time. With the principles we discussed above, you can get there faster with better results.

However, if you are not sure about how to implement any of the ideas we discussed above, then schedule a free consultation with us today.

Michael Jenkins - CEO

Michael Jenkins

As Founder and Director of Shout Web Strategy, Michael Jenkins is at the forefront of digital marketing. Since it's inception in 2009, Shout has built a strong reputation as one of Australia's leading strategic SEO agencies, assisting online businesses to formulate, implement and track successful marketing strategies. Michael is a respected thought leader and digital strategist, specialising in online strategy, corporate SEO, Google retargeting, email and conversion rate optimisation, and online reputation management. Follow Michael on Google+, connect with him through LinkedIn or visit the Shout Web Strategy website.