More than a decade into the 21st century; it’s a time when having a website for your business is no longer an option but a necessity. It is great to have a well-designed website. But there is something greater to have: a well-designed website that converts.
A good website may attract all the visitors you want, but if these people do not convert by proceeding to take the action intended for them, your website could as simply pass as useless.
Web traffic only has value when it converts. Known to few people, the ability of a website to convert its visitors is built-in.
There are specific features of your site that determine how effectively it will convert visitors into leads and leads into customers. Read along to find out what these features are.
Responsiveness
Your website is considered responsive when its content (text, images, video and any other media) and structure render seamlessly,providing users with the same viewing experience on different devices.
Suppose a prospective client was filling a form on your website using their office computer and leave the office before completing the process, they should be able to see the exact same layout on their smartphone as they complete the form on their way home; in the car.
Google, the biggest search engine on the planet,now incorporates mobile friendliness as part of its ranking algorithm.
What this means for you? Your site will most likely rank higher on search engine results pages (SERPs) if it is responsive hence mobile friendly.
Just to be safe, consider running a mobile-friendly test to find out if your website is mobile friendly.
According to Google, mobile-friendly websites are conversion machines likely to turn up to 67 percent of users into buying customers.
The tech giant adds that you may lose up to 61 percent of your visitors if your mobile website is difficult to navigate.
Independent Landing Page(s)
You’ll want to have a standalone web page that is independent from your main site if you want more conversions.
In fact, if the study by Hubspot on landing pages is anything to go by, you’ll need to create not just one but many landing pages.
Apparently, having more landing pages, say anywhere from 10 to 15, is likely to help you see about 55 percent boost in your leads.
Standalone landing pages are so effective at driving conversions because each page is built for only one purpose.
Often, the landing page may point the visitor to doing something like provide an email address, click a button to hit the shopping cart page, or register for a promotion.
Consider hosting your landing pages on a different site such as Unbounce or Lead pages that have tremendously fast servers so your page may benefit from quick load speeds.
This way, any speed limitations of your website will not affect your landing pages.
Good Website Speeds
It turns out, people are incredibly impatient when it comes to surfing the internet.
The longer a web page takes to load, the more people abandon it.For this reason, loading time of your web pages tend to directly affect your site’s conversion rate.
KISS metrics reports that 40 percent of users abandon a website that takes over three seconds to load.
A separate study by the Aberdeen Group found that you are likely to lose up to 7 percent of your conversions as a result of just a mere one-second delay in page load time.
Simply then, every second counts when it comes to conversions and website loading speeds.
To ensure your website loads within the right time threshold, there are a ton of tools you can use to check your web page speed, including Google Page Speed Insights, Pingdom, KeyCDN and GT metrix.
Urgency Built into the Landing or Product Pages
Majority of people are inherently procrastinators.A good number of your potential customers will take forever to make a decision, during which you may easily lose them.
One way to go around this is to convince customers to act now.
Creating time constraints (whether real or implied) will help you encourage visitors to make quick decisions for fear of missing out (FOMO) on your offer.
Consider creating a limited edition offer such as a discount on your services. This will give your site’s visitors a time constraint leading them to start feeling the pressure to act now.
Specify that the offer is going to end on a specific date or at a particular time, for instance, “Don’t miss out, only 7 hours left to claim your discount”,“Only 1 hour left to register, opt in before it’s too late”.
You might as well create implied urgency. This involves using words like “today”, “now” or “soon” in emphasizing that your offer is gong to end.
With these words, you create and put across a subliminal message that the visitor should do something now or they risk missing out. This gently and effectively pushes them to convert – a lead score on your end.
Lead Magnets Such as a Free Offer
93 percent of shoppers would be willing to buy items online if the seller offered them free shipping. That is just how effectively free offers can motivate your leads to become customers.
So, to get your prospects to take action, offer them something they truly want.
Consider tying a sense of urgency into this lead magnet by displaying when the offer will end. An appealing offer that is time-bound is quite a powerful method to communicate urgency and drive prompt action.
Valuable Content
Quality content will keep visitors on your site consuming the value in it. This can be a very powerful tripwire for you since a visitor who has found something valuable on your site will be inherently willing to take the action you intend for them.
There is that natural tendency to want more from you once a person has discovered value on your site.
Start by paying attention to your headlines – make them compelling if you want more conversions. Then invest in high-quality, fun and compelling content for great results.
Video Demonstrations
People naturally want to see and personally experience a product or service before buying.
Watching a video demonstration provides them with a real-world example of what the service or product is like. This is why people are 64-85 percent more likely to purchase after watching a product video.
Last Words
Your business won’t make revenue if your website isn’t converting. So, before sweating yourself to get all the traffic in the world to your site, be sure to optimize it for conversion.
