So you want to increase your website’s conversion rate. You’ve come to the right place.
There’s so many ways you can update your website.
You want to make sure that your changes turn your visitors into customers.
To help you out, we examine four creative ways in which you can update your website and get those conversions up.
And yes, these changes are based on data and success stories, so you can be sure that they will work!
Your Digital Storefront
We’ll get started with one of the basics for higher online conversion rates; the look of your website.
Does it look like it was made in 1999? If the answer is yes, then chances are your conversions are far from your potential.
Your website is like your virtual store so it must be presentable and look somewhat modern. You don’t have to spend tens of thousands of dollars redesigning it, but you should make sure it looks up to date and that it is clean.
It is important to note that complex is not always better.
Yes, your site should look somewhat modern but simplicity is often your friend. Rid your website of anything that is not really necessary and don’t oversaturate it.
It’s good to apply some UX principles to elevate your site visitor’s experience navigating your site. The better their experience, the more likely they are to convert online.
Various companies have seen drastic improvements in their conversions after changing their website.
Meal subscription company One Potato hired a digital agency to help them improve their website.
Spinx Digital redesigned their website with a careful focus on UX – modernizing the website but especially making changes that made it easier to navigate for visitors.
This led to an astounding 612% increase in conversions, showing how careful redesign can bring great results to your website conversions.
A clear VP (no, not that VP)
Now that your website looks clean, presentable, dare we say appealing, it’s time to look back at your product.
Imagine you have a brick and mortar store that looks awesome with great decor, is squeaky clean and so on, but your product is hidden, hard to find.
In order for your visitors to convert, your website must speak and show clearly and strongly your unique Value Proposition.
In short, demonstrate what makes your product special for your customers!
Make sure that anyone who visits your website will know what your value proposition is.
This means it should be incorporated one way or another in various elements of your site – be it headlines, images, descriptions, etc.
Wherever it’s relevant. Make sure you’re able to condense your value proposition in as few words as possible, in the simplest possible manner.
That way, it will be clear to a wider audience and it will be easier for you to present it in different ways.
Furthermore, you need to keep your value proposition updated and in context. Your product’s relevance and usefulness might change over time.
Your customers might even find your product valuable for reasons different to those that you think were most important! When it comes to adapting, let’s take a look at this example from something that affected almost every business – the COVID-19 pandemic.
As the pandemic broke out in 2020, the Montefiore Medical Center in the US certainly had to make some changes on its website about how it was responding to this.
Early on, they defined their new value proposition around their response to the virus. Thus, they communicated three important value propositions.
First, they informed patients that teste positive for COVID-19 that it offered services to help them. Second, they also informed patients without COVID-19 that the Center was still open for them and could keep them safe from the virus, while also letting employees know that they are valued.
They went above and beyond, creating a Covid Resource Center microsite and linking to it directly on their homepage.
They went on to clearly explain how they were doing each of the three previously mentioned points.
Montefiore highlighted information on its response to COVID-19, about treatment at their locations, safety procedures, and a video highlighting their frontline workers as heroes.
Their COVID microsite and broader campaign garnered over 2.2 billion impressions, and the medical center was often highlighted on the news as a center that was effectively dealing with the virus.
Such reach was possible partly because of how they communicated their value proposition.
People Want To Contact You
Who’s behind the screen, behind the website? Say you are shopping for a new phone in a store.
At the store you’ll find an employee who can help you and answer your questions about the product.
This isn’t always exactly the case for your website visitors. Who are they interacting with and who can answer their questions?
This is where you have the chance of creating a more human website and to feel closer to your visitors.
What you want to do to be more approachable is to make it easier for web visitors to contact you.
Start with the basics of including your contact information – an email address or contact form, and phone number, if possible.
A survey from KO Marketing found that not having contact information was the most annoying website element for 54% of respondents.
Furthermore, this survey found that most people prefer to contact your business if you provide your email address, as compared to including a contact form.
Tell a Story
Most of the time, your website visitors won’t remember your product.
People just scroll through so many websites and are exposed to so many products and ads that it’s hard to keep up. One way to make an impression is to make your offering through storytelling.
People are 22 times more likely to remember something that’s told through a story.
Stories can take many forms, but at its simplest, the structure of a story contains three parts. The beginning or introduction, where we learn about a character and their setting.
Here’s also where a character finds a reason to engage with a problem or goal. We then get the crisis or struggle that the character must solve, and this is usually solved in the end.
Think of how your brand can tell its own story through this lens first.
Importantly, center the story around your customer and their problems.
Resist the urge to just talk about how great your company is and how it came to be. You can do that in the About Us page.
If your website tells a story about a problem that your customers face and connects the solution to your brand, your company will be memorable.
BONUS Tip: Lead with Digital Leads
An extra tip if you have budget to allocate to digital marketing is to focus on lead generation.
You could run a campaign to drive website traffic and have people click through to your site to learn about your company or a product first.
Then, run a retargeting campaign aimed at those who have visited your site. You can run a lead generation ad, prompting them to fill out a form.
Building this contact list would be beneficial in the long run as you can send your newsletter to your new contacts, promoting your offerings and nurturing long-term relationships.
With your ad budget, don’t spread yourself thin by advertising on every popular channel. Think carefully about your audience and which channels they use the most.
Relevancy will make your ads effective. For example, if your target audience is Gen Z, TikTok might be a great channel to increase brand awareness.
You can then serve retargeting ads on Instagram. If you want to reach 55-year-olds, TikTok might not be the best channel.
Consider partnering up with a digital agency, like War Room Inc. Your personal account manager will work with you to choose the best channels, set up and manage your campaigns, make optimizations, analyze the data collected and give you expert recommendations.
It’s great to have a strategic partner to help you navigate through paid advertising and achieve your business goals.
We hope these tips were helpful and got you thinking about your strategy when it comes to driving more conversions on your website!