digital marketing

How to Boost Conversion Rates for Your Site

Getting traffic but seeing dismal results in your conversion rates? It can be difficult to figure out what you’re doing wrong and what you need to change if your current website setup isn’t delivering the results you hoped for. There are so many different variables to look at which is usually strained by budget limitations (if you’re purchasing traffic). Rather than trying to see improvements through tactics, here are some fundamentals that you can use to bust your conversion rates through the roof.

Test Different Headlines and Leads

Your headline is what determines whether your webpage gets read or not. It’s also prominent because it’s on the top fold part of your page. You want to try different headlines to see what yields the best results. Rather than trying out different variations of the same headline (ie. Rephrased words, adjectives, interchanged words), aim to test new headlines altogether. The lead is your first paragraph after your headline. If you don’t arouse interest, you will lose your reader. You want to treat your lead the same way and try different ones to see what works best. Just make sure you test one element at a time.

Optimize Your Subscription Box

If your aim is to collect leads using a submission form, make sure that you optimize it to the best of your ability. Here are some tips: Limit the amount of information the user needs to enter; reiterate the benefit of entering their information; link to your privacy policy; allow for social media logins; change the text/size/color of the sign up button. It doesn’t matter whether you’re offering a free demo, sample or guide, make sure that you remind users what they are signing up for in a brief two to three sentences.

Use Social Proof to Add Credibility

Try to add credibility to your page to give people a strong reason to take action. If you can get an industry figure to give you positive feedback on your product, newsletter or whatever, make sure you feature that on your page. If you can get website accreditations from authoritative organizations like the BBB or GeoTrust, feature their badges on the most important pages of your site. Customer testimonials can also work but you’ll need to make it real by adding photos and full names.

Make Your Design Professional and Easier to Consume

There are many design improvements that you can make to improve conversion rates. The quickest way to see a lift in conversions is to change your font. Too many websites still use arial or times new roman as their font. If you look at some of the most popular blogs, you’ll see that they use font that has more space between each letter, is fatter, and often more curvier. Adding a great looking header, simplifying your layout, and adding relevant images as eye cues can also quickly give you a small lift in conversion.

All in all, there are probably a million and one ways to increase conversion rates. However, the fundamentals will help you see big lifts in a short amount of time. Do make certain that you don’t become stagnant once you start to see decent results. Make conversion optimization something you do on a regular basis. Seeing boosts in even small increments is very much like getting a small yet consistent pay raise for experimenting with your website.

Goran Paunovic

Goran Paunovic is a creative director at ArtVersion Interactive. Chicago based web design company and full service creative agency.

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