SEO, SEM, PPC, Google Adwords, social media…
All important aspects to your marketing strategy. What do they have in common? They’re trying to direct people towards your website.
The thing is, many companies focus their efforts on the beginning of the sales funnel: using old school methods like cold-calling, bulk emails, and networking.
These methods can be effective when used properly, but the most crucial parts of converting a lead happen on your actual website.
A website that’s optimised for sales should convert visitors at somewhere between 1-5%. That means if you’re getting 1,000 website visitors a day, you could be sourcing from 50 to 250 leads every single week.
So, how do you optimise a website for conversion?
Read on to find out everything you need to turn your website into your most effective salesperson.
1. Make navigation as easy as possible
The average bounce rate (the rate at which site visitors visit one page and then leave right away) for websites is over 60 per cent. That means the majority of visitors to your website may not even continue on from your home page, and are almost instantly lost as leads. The first and most essential step to keeping visitors on your website and to encourage them to buy or enquire is to improve your site’s navigation.
That means your UX design and your site’s build need to be fine tuned to near perfection. Here are a few best practice tips:
- Make key elements like CTAs stand out using colour, space and smart design.
- Keep it simple. An over-cluttered layout and site structure will distract buyers from what’s important.
- Make the site journey clear by giving buyers somewhere to go next at all times e.g. find out more, get in touch etc.
Having an attractive and eye-catching brand and website is important, but if people can’t find what they’re looking for – they won’t stick around.
Build clear, more aggressive sales funnels
Improving your website’s conversion rate is all about building effective funnels to turn prospects into leads and leads into buyers. For example: if you’re running Facebook ads, you should always prompt prospects to take action to move them downward in the funnel – to find out more, to download your ebook, to get in touch.
In this example, if they choose to ‘find out more’, you could direct them to a landing page that provides useful information to help them decide what they need, or a page that touches on their pain points and discusses how your product or service solves these problems. These pages would then prompt them to buy or offer an option to get in touch (or find out more again).
The two most important thing to consider when building sales funnels are:
- Strong and convincing calls to action. Know what you want your prospects to do, and tell them to do it. Make sure your CTAs are easy to find, and don’t be afraid to put them higher up on your page.
- Providing content that gives prospects what they need to buy your product: whether it’s more information about its benefits, a reason to trust your brand, or content that helps them figure out what they need.
Address buyers at each stage of their journey
Every prospect is unique and needs different things to move towards a purchase. Broadly speaking, they can be categorised into three groups for the purpose of building sales funnels and producing content:
- Top of the funnel: need general information about a topic or a problem they’re having.
- Middle of the funnel: are looking for more information about a product or service in order to start considering their purchasing options.
- And bottom of the funnel: need to know the reasons why they should choose a certain product or service, and specifically why it solves their problem.
You need content on your website, on your landing pages and your blog that addresses each of these groups and prompts them to move further down the funnel towards a purchase. Guiding your prospects through each stage of the funnel means they’ll be primed to buy when they get to your website. When it comes to high conversion rates, you have to work with your website and the prospects themselves.
Optimise your site with A/B testing
Regardless of how brilliant your emails, social posts, and website are, they can always be better. A/B testing, or comparing the conversion rates of two versions of your site, is a great way to fine-tune your online sales funnel.
You can A/B test everything on your site (and your inbound marketing) including:
- Landing page copy and headings.
- CTA positioning, colour, design and text.
- Social proof positioning and choice.
- Images and site design features.
The best thing about A/B testing (apart from the increased conversion rate) is that it doesn’t cost a fortune so there’s nothing to stop you fine-tuning aspects of your website and marketing materials yourself. Want more details about how this could help your business? Check out our guide to A/B testing here, or get in touch with Pounce for some professional assistance.