If the customers don’t convert, your business does not generate revenue. It is simple as that. The conversion rate is one of the most critical metrics, and it is crucial to understand the factors that impact your conversion rate. Before visitors to your website convert to paying customers, they need to go through a couple of steps and perform some actions. These factors that are important for the conversion rate are the same factors that affect actions leading to the conversion. Let’s list them below and discuss them in a bit more detail!
1. How attractive is your offer?
Try to be as honest as possible while answering this question. The offer a business puts out often does not provide enough value for potential clients. Either the quality of the product is not good, the price is too high, or the product isn’t what the customer wants.
Today’s market is abundant with options. Buyers will get whatever they want, wherever they want to get it. If your offer is not attractive enough, they will go to your competitors.
To make sure your offer provides what the clients want, you should:
- understand what your offer does for the client;
- define your targeted group of customers;
- measure the value your offer brings to the clients;
- understand why your offer is unique and better than a competitor’s one.
The best way to ensure all of the above happens is to understand the buyer’s persona and shopping habits. Once you know who your clients are, you can create attractive offers.
2. Are the right people seeing your offer?
Have you ever wondered where your traffic is coming from? How are people finding your website? And finally, are the visitors viewing your offer potential customers, or are they on your website by accident, and you have nothing they truly need?
When it comes to increasing the conversion rate, it is all about relevant traffic. If a hundred people wanting to buy shoes walk into a car dealership “A,” it looks like a hundred potential customers visited the store. But, no one made any purchases. However, if a single person who wants to buy a car walks into a car dealership “B,” there are higher chances that they will convert and purchase the vehicle.
From a mathematical point of view, car dealership A had more traffic. However, car dealership B had more relevant traffic, and that is what counts.
A massive chunk of your traffic is coming from SEO. You need to be sure that your website ranks high and for the right group of people. SEO can boost your brand awareness and help you get more relevant traffic. Auditing your website and optimizing your keywords and other SEO elements is imperative.
3. How web design affects conversions
Web design has many elements that affect conversions. First, it is crucial to do the research and set web design goals. Research means visiting competitor websites and analyzing their web design strategy. Also, follow forums and blogs on web design, so you always know the latest web design trends.
When it comes to the technical aspect of web design, it is essential to optimize your website for mobile devices. That brings a lot of traffic, and it is also one of the leading SEO elements.
Furthermore, your website’s design should focus on your products, not avert the attention from the products to pretty visuals that have nothing to do with your goals.
The simplicity and functionality of the website also play a crucial role. Users should be able to navigate the website and do anything they want in just a few simple clicks. This is especially important for eCommerce websites and shopping carts. UI needs to be simple, so they can quickly complete the purchase. The longer a customer spends on your website, the bigger the chances they will abandon the cart.
4. Website performance
Your website should work as a clock. It needs to load fast, and all functionalities must be operational.
As soon as you notice a bug or a glitch, figure out how to fix it. The performance of your website affects the user experience, which is directly connected to the conversion rate.
5. Improve your landing page
When a buyer clicks on an online ad, a marketing promotion, or an email, it takes them to a landing page. The purpose of the page is to collect leads, and its success directly affects the conversion rate. The landing page should show:
- a headline that tells the user the name of the offer;
- the selling proposition for the buyer;
- benefits of the offer;
- an image or a video guide about the usage of the product;
- attached social proof with links to social media profiles;
- an engaging closing statement;
- a Call-To-Action button that should invite the reader to convert to a paying customer.
These elements are crucial for your landing page, especially the CTA button. You should always use clear wording and make it stand out among the other elements on the page. A CTA button should be recognizable by a visitor.
6. Do A/B testing
A/B testing is a process that helps you to decide whether your marketing efforts have any effect or not. You test one scenario, then change one thing, and re-test. The results will show you whether the thing you changed had any effect or not.
This is an important strategy for increasing the conversion rate.
7. Provide customer support
People want to feel safe when buying online. They need to have a channel to report the issue if something goes wrong. Tell them you provide customer support, and list the channels they can use to reach out. The best option is a live chat, but a website form, a phone number, or an email will also do the job.
Factors that impact your conversion rate explained
You should pay equal attention to all factors that impact your conversion rate. Remember that this project is not something you do, and you are done. You need to work on improving the conversion rate constantly. Customers change, markets change, and your business must also change when that happens. Best of luck!
Celia is a digital marketing specialist at Set Fire Creative. When she isn’t writing ads and driving sales for clients, she is working out, cooking some delicious comfort food, or camping in the mountains with her family.