Conversion optimization is defined as a process used by those behind websites, landing pages, and forums to encourage customers into taking specific actions, such as referring a friend, registering for a weekly newsletter, or clicking that ‘purchase’ button. If you are relatively new to this process and want to ensure the results your company needs, keep the following tips in mind as you move forward.
Tip #1: Declutter, Declutter, Declutter
Remove all unnecessary “clutter” from your web and landing pages, much like you would from your garage or hall closet. This often-unused tip rids your pages of bells and whistles, both literally and figuratively. Yes, the right colors and text are essential to conversion success, but too many “features” can put off potential customers. A great example is a home page with music—many people will simply exit sites playing assorted tunes.
Tip #2: Maintain a “Quick” Website
Keep your website nice and speedy to avoid empty online shopping carts. Slow load times have a serious effect on your conversion rate, as they mean fewer page views, a decrease in customer satisfaction…and few conversions. Fix any bugs affecting your site’s speed to resolve this issue.
Tip #3: Be Very, Very Clear
Make certain your wording is clear across the board, whether on your website, landing pages, or social media pages. You might want to change some words or phrases after researching what your target demographic likes, but remember to keep everything simple and easy to understand. Anything that could be construed as misleading will not win you new customers.
Tip #4: Improve Conversion Optimization With A/B Testing
Implement A/B testing to analyze what is working and what isn’t. A/B testing remains one of the conversion rate keystones, as it allows you to test two versions of the same landing page to determine which is more appealing to your target audience. Stay patient even if your first test turns out, um, terrible. Test one element at a time and use 302 rather than 301 redirects for best results.
Tip #5: Do Keep It a Little Personal
Add a personal element to your web and landing pages to enjoy the conversion optimization you crave. Personalized recommendations, calls-to-actions, content, leads, and overall web experiences all offer a return on investment, as most if not all consumers support brands that speak to their needs and wants. Generic content and calls-to-actions rarely get the job done. Do more research about your target demographic if necessary to craft landing pages, emails, and other content that resonates. Your customers will love you for it, and you will get the brand recognition you want.
Remember, do not let landing pages languish when they are not working or fill your home page with so many features that it confuses and annoys visitors. Do your research, test what you need to test, and see if those conversions don’t come through. If you are still not seeing the results you want, simply do more testing until you get it right. Or of course, you can always call the digital marketing experts at Softline Solutions!