Website Conversion Rates are a key way for any business to understand if their website is bringing in leads of value. So what is a good website conversion rate? And what can you do to improve the conversion rates on your website?
What are good Website Conversion Rates
Conversion Rate Optimisation (CRO) is a process by which you make changes to your website to increase the number of visitors that follow your call-to-action (CTA) and ultimately become paying customers. It can be quite a painstaking process where you adjust the design elements and content of your website to maximise the number of visitors that convert – but there are also lots of easy tweaks which can have a huge impact.
A good conversion rate for a website is considered to be between 2% and 5%. This means that for every one hundred visitors to your website, between 2 and 5 will follow your call-to-action. This varies a lot based on your specific industry, product and your overall margins. Companies with low sales volumes and high margins might be happy with lower than that, and vice versa.
So how can you improve your website conversion rate?
Optimise your Landing Pages
There is nothing worse than following an ad link for a product or service and ending up on the home page of your website. By ensuring you have a great landing page, you are one step closer to converting that user to a customer. A good landing page is one that is well designed, has the right content and value proposition.
Make sure that your landing pages are relevant to how users got there – to make it as easy as possible for them to convert on the specific offer or product that brought them in.
Your landing page takes your potential customers to what they are looking for. It should have all the information they are looking for. Doing this makes it easy for them to want to follow your call-to-action. A pivotal part of this is removing distractions and making your site easy to use and navigate, and making sure that your site loads quickly.
Use Clear Call-To-Actions
A call-to-action (CTA) is what you want your visitors to do. It can be anything from sign up to your email list to making a purchase. There are a few different ways you can improve your CTAs and improve your conversion rates at the same time.
The copy on your CTA should be psychologically appealing to your visitor. This can be adjusted in a number of ways:
- CTA should be in the first person/personal
- It should have a sense of urgency
- The CTA should showcase value
- It helps if your copy is positive
Additionally by adjusting the colour and placement of your CTA, you can improve your conversion rate quite effectively. Your CTA should grab the attention of your visitor and command their attention.
A nice way to help improve your CTA is to use pop-ups. These need to be carefully planned, timed and should definitely not be repetitive. A pop-up with a clear, quick and easy to use form is a great way to draw your visitor to your CTA.
Include Social Proof
Social Proof is a term that gets thrown around a lot in digital marketing. It works in the same way that seeing a busy restaurant or shop works mixed with a bit of word of mouth too.
When you see a busy restaurant, you assume the food is good and fresh. When someone then tells you that it is great, you trust their judgement.
By including social proof on your website in the form of testimonials and reviews, it shows your potential customers that you are trustworthy. This helps assure them that they would not be wasting their time or money on you.
The more reviews and testimonials you have, the more people are likely to trust your business. This in turn helps improve conversion rates.
Make use of A/B Testing
How do you know if a CRO experiment actually works? One oof the simplest ways to do this is A/B Testing. A/B testing is simply testing whether what you have works by giving users a different option – Option A and Option B.
A/B testing is used to directly compare two versions of your site, by serving them to similar users and seeing which version performs better – Option A or Option B. The simplest way to do this is to compare your current site versus a proposed change – to see what impact it has on conversion rates. As with most experiments you always want a ‘control’ – a baseline to compare what is good versus bad in this context.
A/B Testing can be used to help with copy, design and user experience among other things. It is quite a process, but it is one of the overarching tools that can improve your website conversion rates.
Additionally A/B Testing can help your website conversion rates by:
- Resolving pain points of your website users.
- Get better ROI from your existing website traffic
- Reducing bounce rates
Conclusion
Website Conversion Rates are an important aspect of your website to monitor. There are several factors easy ways to help improve your website conversion rate. Ultimately you need to ensure that your site is easy to navigate and use, has a clear intention and call-to-action, and is well designed. Additionally by including things that help build the trust of your visitors, such as social proof, you make it easier for them to convert.
