It’s often the little things that catch our interest in day to day life. The same is true on your website – a few small changes can drastically improve your conversion rates. At this year’s CIMC conference in Squamish, many of the speakers reinforced the message that seemingly small details about your web presence can directly lead to the loss of potential clients.
Of course, it all sounds good in theory. But as a business owner, I’m also well aware that the pressures of day to day operations often compete directly for resources with the best laid plans for improving your web presence. At Kinetix, we’ve identified five core strategies that almost always improve our clients’ web results. They might work for you too.
- Get Rid of Headline Clutter: Confusing headlines and subheads are the enemy of engagement. Put yourself in the shoes of your target audience – does your headline speak directly to what they care most about? Take the time to write headlines and subheads that clearly communicate what the article is about, and get rid of any extra words and phrases. Stuck? Try reversing the order of your headline and subhead – does the value suddenly become clearer?
- Deliver Incentive to Scroll: Think about the layout of your articles and how they appear on your reader’s devices. Is there any indication that there’s more value below the fold? Human beings hate to feel like we’re missing out. Use this to your advantage by taking care to show some “teaser” content that provides readers with incentive to keep scrolling and engage further with your page.
- Use Persuasive Words: The words that impact conversion rates are often unexpected. For example, because has been shown to increase website conversion rates. In one study shared at CIMC, there was an increase of almost 9% in conversion when because was used 13 times, compared with the same page where because was never used. On the other hand, adding the word free into the copy was found to lower conversion rates on the page. Use structured a/b testing of your landing pages to uncover the patterns of trigger words and phrases for your customers.
- Include Fewer Links: Distraction is the enemy of conversion, yet the average landing page contains between four and five links. When Unbounce mined the conversion data of their landing page database, they discovered that the best converting landing pages had fewer links. In fact, simply by removing 2-3 links they predict average marketers could increase website conversions by as much as 50%.
- Tell Them What You Want: It’s surprising how often this simple rule is missed. Making sure you spell out what next steps readers should take with a clear and compelling call-to-action that is visible and clickable is the single most important aspect of any landing page. All too often, we find CTA’s that are hidden or, worse, with links that don’t work.
Do any of these apply for you?
You know you have a conversion problem if you have a beautifully designed website, but there seems to be no traffic. Or worse, you’re getting lots of traffic but it’s generating no new business. If you’re wondering how you can increase conversion rates on your website, why not book a call with one of our content marketing specialists?