3 Ways to Boost Conversions for Q2 (Or, Really, Any Time of the Year)
As businesses move from an optimistic Q1 to a more down-to-earth Q2, they are asked to report, analyze, and rethink some of their goals and strategies that have become a bit stale. Regardless of how much red or black you are seeing on your Q1 reports, you want to see growth in Q2…right? So if growth comes from leads, and those leads come from conversions, how do you get your website to convert more traffic into qualified leads that will help your business and profits grow?
1. Shorten Your Forms & Ensure Your Phone Number Is Easy to Find
One of the simplest ways to improve conversions on your website is make sure it’s easy for people to convert. Regardless of what stage of the buyer journey your potential customer is in, it is essential that you offer that person an easy-to-access “next step.” Request more information, request a demo, sign up for our newsletter, or contact us – these are all next steps that you can clearly present to your audience.
After making “the next step” easy-to-access, you need to ensure that “the next step” is actually easy to complete.
Which one of these forms are you more likely to fill out?
If you answered “B,” you’re on par with the rest of the online community. According to an optimization study from Quick Sprout, one company saw a 120% conversion increase by changing the amount of fields in their contact form from 11 to 4. Travel conglomerate Expedia removed the “Company” field from their contact form (it was causing card processing confusion), which resulted in $12 million of profit a year. By improving and simplifying communication channels, you will see a measurable increase in the amount of people filling out forms and/or contacting you.
2. Go Back to Basics
Another way to improve conversions for your business – particularly on your website – is to keep it simple and go back to basics. Answer the potential buyers’ most pressing questions: ‘Who are you?’ and ‘Why should I choose you?’ Keep your answers direct, simple, and accurate. Your ultimate goal is to establish value with your audience, and you can do this by showing them your business is unique, your value is specific, and your solutions are appropriate for your website visitors.
You can also simplify your website aesthetically. Our brains like to think about things that are easy to think about. In 2012, ConversionXL reported on a Google study entitled, “The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments.” This study scientifically proved that “the simpler the design, the better,” and audiences are far more likely to retain information from a simply designed website than from a busy one. As an added bonus, a simpler website will load faster than one that has a lot of things happening at once.
Simpler Site, Faster Load Time, Better Conversions
One survey from Kissmetrics revealed that 40% of the people surveyed would abandon a website if it takes more than three seconds to load. The same survey indicated that a one second delay in page response time could result in a 7% reduction in conversions. Today, people just aren’t great at waiting, and when you go to a company’s website and want to learn about that company or more about its product or service, you probably expect to easily – and quickly – find that information. Regardless of what device a person is using, he or she demands fast, quality results. You’ll see more conversions if you meet those demands.
3. Unite Your SEO and CRO Strategies
Our third tip for improving your website’s conversion rate is to unite your SEO and CRO strategies.
Your SEO team has been hard at work trying to get noticed and rewarded by search engines. This team knows how to get a search engine’s attention. If they catch the eye of your targeted search engine, and the search engine likes what it sees, it will rank your site better. Websites that rank on the first SERP are far more likely to be clicked, and that click-through is about to convert from a visitor to a qualified lead. But suddenly, that ideal user gets to your site and…bounces. Hey, your SEO team has done exactly what they were supposed to do, but to what end?
Now, your CRO team is simultaneously trying to guide users through the site in order to achieve a defined goal. Similar to SEO, CRO is constantly adjusting to your audience’s demands. Target audiences and primary goals change; Life happens. Ad text, call-to-action text, imagery, and “action” words are always being tested and adjusted. In all honesty, your CRO team could sell ice to a polar bear. Despite a polar bear not being your target audience, you could still make that sale. Then again, why are you working so hard to sell to polar bears when you really want to be selling to camels?
Optimize for User Experience
Both teams are doing their jobs – and (presumably) doing them well. It is quite obvious that there is a distinct correlation between SEO and CRO, and if the two were able to work together, you could have a website that delivers profitable results. Make sure your SEO and CRO specialists understand that working together is much more effective than working separately and that their final strategy is a truly collaborative effort.
The Best Way to Boost Conversions
By following these three steps, you’ll find yourself understanding what, how, and why your audience responds a certain way to your actions; and that audience understanding is what will boost your conversions, your leads, and your business’s growth.