By Grace Fisher, Global Solutions Consultant
Subject lines, email bodies, images and social ads — each plays an important role in the customer journey. But the end goal is to get them to convert, an event that typically happens on a website. It’s a tall task in this day and age with so many brands to choose from and deals to browse. And of course, Amazon always looms large. To come out on top with consumers and increase the conversion rate for your website in a competitive landscape, it’s crucial to dot every I and cross every T.
In my work with Persado, I help brands use AI to find the best content, specifically words and phrases, to engage their audience on a website. This work and Persado’s data-backed findings have shown these are the best ways to increase the conversion rate for your website.
Get the Right Traffic
You could have the best web page in the world and smash pageviews month over month, but you won’t increase your conversion rate if the eyeballs aren’t the right ones. Think about it: If you’re targeting a teenage girl with your ad for engagement rings, you likely won’t get a desirable outcome.
Start by evaluating the channels that bring traffic to your website. Are people coming from email? Facebook? What kind of content/offers are they seeing before they land on a page? Are they likely buyers or just looking for information? Some of this information, such as site traffic metrics, can be gauged with your analytics tools. To get more demographic data, you may have to combine sources for a complete picture.
SEO is a biggie here. Make sure your keyword strategy is on point. Figure out what is relevant to your page and what combinations of terms (known as long-tail keywords) someone might use to find your page. Ensure these keywords are strategically placed on the website as well. This can be in the title tags, meta descriptions, header tags or image file names, but they must be sprinkled throughout the page to maximize your ranking.
Page Load Speed
Shoppers are 48% more likely to drop off slow sites before the first page loads, and decreasing the time from 15 seconds to five seconds increase page views by 21% for returning users, according to the Mobify® 2017 Q2 Mobile Commerce Insights Report. So, let’s state the obvious: If a user doesn’t have the patience to wait for your site to load, it won’t matter how amazing the content of that page is – your conversion rate is not going to increase. Keep content simple and to the point — steer clear of extra long forms with fields that aren’t necessary, and disable pop-ups and large videos that make things especially difficult for the mobile user.
You don’t even need to have your full site navigation on landing pages, as this can introduce unnecessary distractions from the goal of your page. Save that for the home page or other areas of the site. To see how your page stacks up, check out Google PageSpeed Insights. It will also give you suggestions for ways to reduce your page loading time. Ensure you fix the issues it reveals to not only improve your page speed but also to help SEO.
Create an Engaging, Action-Oriented CTA
Functional language, such as a call to action, contributes 47% on average to an immediate response rate, according to Persado research. In other words, the wrong CTA could mean you’re missing out on almost half of the lift you could see with different language! The CTA gets the visitor to take the next step (usually a click), it’s the most critical goal of the landing page so make sure your language drives the action (and increases your website’s conversion rate). This post gives tips and insights on creating a top-notch CTA.
Focus on the Customer’s Motivation
Those questions you asked yourself when you were making your page SEO-friendly? Ask them again as you’re creating content for your website’s landing pages with hopes of increasing conversion rates. Who is the audience? Where are they coming from? What are their goals? What are their pain points? Address these questions upfront so prospective customers don’t have to search for answers. And don’t overlook strategies to minimize risk for wary customers, like offering a money-back guarantee or free trial.
This year, Persado has seen that emotional language has contributed 30-35% on average to response rate for websites. What is emotional language? It’s essential to speak to consumers the way they want to be spoken to if you want to achieve optimal advertising effectiveness. This year, Achievement (“You’ve snagged a sweet deal on…”) and Luck (“It’s your lucky day…”) have been the top performing emotions for websites. So we recommend sprinkling these types of phrases throughout your page to resonate with your audience and capitalize on their emotional motivation.
Finally, reiterate the unique value proposition to the customer. Everyone wants to know what’s in it for them. This is the real benefit of what you are offering: solving your customer’s problems. Ideally, it’s short and simple (though some include a list of features), and it should always clearly convey the benefit of your product in customer-centric language while answering the question, “Why should I buy from you?”
What does it look like in practice? It’s different from company to company. Uber does this simply with phrases like “reliable rides in minutes,” highlighting how much easier their product and service is compared to regular taxis. Hipmunk, on the other hand, is bold with language like “don’t let planning travel drive you nuts,” humorously underlining how simple their service is to find and book your vacation. Making sure this message is front and center and supported throughout is the pièce de résistance of a successful landing page.