5 Fool-Proof Ways to Optimise Your Website to Increase Conversions
You have a beautiful opt-in form for visitors who go to your landing page, with an offer they can’t resist. The form collects enough information for lead generation without turning into a long and boring questionnaire.
But even with this amazing stage set up on your website, leads still aren’t coming in. What do you do?
Optimising all the other parts of your landing page can exponentially increase your conversion rate. This in turn translates into a greater ROI for your business.
In this blog post, you will learn five more fool-proof ways to optimise your website for more lead conversions—in addition to just rocking that opt-in form.
Content
- Optimise high-conversion keywords
- Make sure your website design is updated, clear, and clean
- Get your website messaging right
- Make crucial information accessible
- Experiment. Gather data. Experiment again
Optimise high-conversion keywords
Getting your landing page found is good, but getting it found with keywords that convert is even better. To convert website traffic into leads and sales, optimise your website using long-tail keywords with buyer intent. While short-tail keywords can get you a lot of traffic, it’s long-tail keywords that get you sales. The two types of long-tail keywords are geographic and non-geographic.
Geographic keywords are great for optimising if you’re running a business that has a physical, local store. Geographic keywords consist of a root keyword (your product or service, or the industry your business is in) plus your business’ location.
Example: Jon is running a flower shop in Sydney, Australia. Targeting the keywords,
Flower shop Australia
Flower shop
Flower delivery
may not give Jon leads and sales, as targeting “Australia” may be too broad. People searching for this keyword may be in cities where Jon’s business is not.
Instead, Jon can optimise more specific keywords like
Flower shop in Sydney
Flower shops Sydney
Sydney flower shops
Another set of long-tail keywords that suggest buyer intent are non-geographical keywords. These are best used for businesses that operate online. Non-geographical keywords contain words people use when they are about to decide on a product. These words and phrases can be combined with your product, service, or industry to produce keywords that can increase your leads and sales. Examples of these keywords are:
Buy + product/service
Product/service + for sale
Best + product/service
Product/service + online
Product/service + price
Product/service + review
Cheap + Product/service
Product/service + for men/for women/for children
More here.
To sum up, make sure to optimise keywords that encourage buyer intent, and not just high-traffic keywords.
Make sure your website design is updated, clear, and clean
According to a CloudSponge case study, an updated web design increases conversions by about 33%. There are hundreds of new website themes and designs that have much to offer in terms of appeal, functionality and flexibility. To keep your bounce rate low and your conversion rate high, you gotta keep those visitors engaged as they navigate your site.
Aside from web design, clean interface can increase your lead conversions, too. The easier it is for people to see what sets your business apart, the faster they will be able to choose you over your competition. Keep your page clear of clutter to make it easier for visitors to navigate around your website and make their buying decisions.
Get your website messaging right
All the effort you put into web design would be for naught if visitors don’t understand what you are offering. While website design and speed can keep impatient visitors occupied, it is your landing page message that will make them fill out your lead form. Below are some tips to help you ace website messaging:
- Make sure you provide the 3 most important things your target market needs to know:
- “What is your business about?” (your value proposition)
- “What sets you apart from your competitors?” (your unique selling proposition)
- “Are you setting the right expectations?” (how you establish credibility through open communication)
- Keep the messaging consistent all throughout your marketing channels. Your landing page should be saying the same thing as your ads and social media accounts.
- Focus on creating action-oriented headlines and content. Address the pain points of your target market and position your product as a solution. This way, you give them a sense of urgency that makes them feel like they need your product ASAP.
- Make eye-catching Calls To Action. Put your CTAs above-the-fold or make it hard for people to miss. No matter how exciting your offers are, people won’t convert if they don’t see the offers.
Make crucial information accessible
Showing visitors why your product is worth their money is a good way to increase your conversion rate. Giving them access to necessary information during the decision-making process can make them more likely to buy. Here are some tips for doing just that:
- Have a pricing page that clearly shows pricing and features, eye-catching per-package headers and CTA buttons.
- Include reviews and testimonials from clients that give a ‘real feel’ of what it’s like to use your product.
- Provide contact information for visitors. A 24/7 live support chat box is a good idea, too.
- Have an FAQ page.
Experiment. Gather data. Experiment again
Probably the most important way to boost your conversion rate is constant experimentation using data from website analytics. Experimenting with design, messaging, and marketing strategies can help you to better understand your target market. Understanding your market better is the only way to give them everything they need to say “YES!” to you!
About the Author
Managing Director
A Mechanical Engineer by training who graduated from the Nanyang Technological University. With over 15 years of experience working in Start-Ups, SMEs and MNCs, he has driven sales revenue and leads across the Asia Pacific region. Shei Wah was one of the SEO Speakers at the first Search Engine Strategies Conference 2011 held in Singapore. As Managing Director, he aims to establish NEO360 in all of the world’s major cities. Even as he works toward this goal, Shei Wah also dreams of his children’s future happiness, and unwinds by doing calisthenics with his former school buddies three times a week.
