Whether it’s signing up for emails, joining an e-club or even encouraging customers to contact you about a problem, your website is asking them to do something. One sure-fire way to measure the success of your call-to-action is with your conversion numbers, something I explained how to interpret your conversion rates on my previous post on the best three Google Analytics metrics to use. An average conversion rate is typically between three and five percent, but if you are looking to go beyond that number here are a few small tips that could have big returns.
Have the Right Headline
Think of your headline as the appetizer of your restaurant. You want your customer to continue on for the full meal, you have to satisfy them with this small sample of what’s to come. In the same vein, to improve your conversion rate you need visitors to stay on your page for the prerequisite amount of time, and having a good, attention-grabbing headline at the top of your page is the way to do that. You don’t have much time to do this, though. Co-founder of KISSmetrics Neil Patel says people scan headlines and they only take in the first and last three words. In order to make effective use of this time, your headline needs to be concise (about six or nine words), specific and make clear how your benefits are unique. Your headline will compel them to either keep reading (and hopefully follow your call to action) or leave the page altogether, which is the overwhelmingly more popular choice. On average, eighty percent of people will read a headline, but only twenty percent will continue reading. That’s the fight your up against before visitors even see your content, so don’t ignore this often-overlooked aspect of your pages.
List Your Benefits
If your headline is the appetizer of your meal, the benefits are the main course. Without them, your page lacks heartiness and visitors have no reason to follow your call-to-action. Whether that be to sign-up for emails or join an e-club or loyalty program, visitors will do so in much lower numbers unless provided tangible reasons why they should. For instance, cruise company Hurtigruten launched a page that allowed customers to book their trips online, which received almost 300 visits per day. A year-and-a-half later, the company added five simple reasons why someone should book online, like the lack of booking fees and an easier process. After this, the company saw an increase of bookings by 193 percent. Clearly a simple step such as this, which could take a matter of minutes, could result in a large increase in your conversion rate.
Unfortunately, customers don’t have the opportunity to enjoy your appetizers and entrees if they can’t even find a table at the restaurant, just as you can’t convert visitors if your page has a lack of accessibility and functionality. To put it simply, make sure your site operates smoothly. If visitors find your site difficult to use or are unable to fill-out a sign-up form, they will leave. Some experts even think inaccessible websites lose as much as five percent of potential sales. For instance, sites can lack key-terms or other ways of being found via search engines, significantly lowering the number of customers that can follow your call-to-action. Certain sites are also not optimized for a variety of Internet browsers, meaning that one customer could have no issues with your site on Internet Explorer, but others on Google Chrome could have trouble with a page and bounce to another site. Problems like these could lead you to unknowingly lose large swaths of potential customers. By making sure issues with accessibility aren’t popping up, you could see an improvement in not only conversion rates, but also the number of visitors to your site in general.