If you are into e-commerce, then your website is the equivalent of a salesperson. The whole objective of having a site is to display your products or services, establish authority, and convince visitors to make a purchase. Simple?

Is it so simple though?
Unfortunately, no. Let’s have a look at the widely accepted definition of conversion rate. Conversation Rate is the ratio of total visitors on the website to visitors who have performed the desired action. This desired action needs to be pre-decided by the website owner or the manager. The desired response can range from purchase to a donation, to downloading a whitepaper, and more.
Figuring out the right mix is one of the persisting challenges of digital marketing, web design and web development.
Let’s look at some proven ways to optimize your conversion rates:

1. Stress on your Call to Action

The call to action button is the design element on your website that provides visitors a link to take the desired action. When writing text for your button, choose active words, which are known to perform better than non-action words.
These could be anything from "Register,” "Buy now,” "Add to cart” or "Donate,” and more. To improve your conversion rate, you have to experiment and try out different calls to action. The trick is to try a button, analyze the results and then try again.

2. Try Out Different layouts, Content Tone, Styles, and Dunctionality on Landing Pages

So what does your landing page do? It provides information to the user about the company, what it does, what services/products it offers, tells you about the offer, and gives details on how to follow through the proposal.
Landing pages have the objective of guiding the visitors from curiosity to intent to action. So, the content, layout style, and functionality are all essential elements and play a role in converting the client.
This is again highly variable from case to case. And you can achieve the perfect balance by experiment with different layouts, content tones and tonalities, styles, and functionalities.
Only then will you know what works for you and what doesn’t. There is a lot of nitty-gritty involved.

  1. How long should the content be?
  2. What should be the position of page elements?
  3. How many images and videos should be used? Or should they be used at all?
  4. What style changes can drive up your conversion rates?
  5. What colors are more likely to convert?
Try different things, and find out for yourself!

3. Keep track of varying page elements

Make a list of different elements on the page, and list down their objectives. Now track the performance of each, and see if they are leading to the desired action, i.e. purchase, sign-ups, leads, downloads and more. Doing this will help you test how well the elements are working.

4. Know your Audience and Test Them

Know your target audience, and their demographic data, and test them. Select a sample size of your audience, and track them for an experimental period. See how they react to the different page elements, landing page, and the CTA button.

5. Always be Testing

The key to finding the right mix is still to check. Even if you see the right combination for a while, as your audience reach increases, you will have to optimize to maintain the conversation rates continuously.
Test, record data, and analyze user behavior with the help software that helps your track user data. With the help of these software, you can now see how your visitors click, move through the site, scroll, browse, and purchase on your website.

6. Make a Clear Path Leading to the Desired Action

Make life easy for your site visitors. Use Google Analytics to learn the path of your users in recent times. By observing their behavior, you will know what changes to make to help visitors stay longer, and purchase without getting lost in the mid.
When doing this, it is helpful to remember that the task of your website to aid in consumer research, give consumers the information and data that they are looking for in the first place. When you do this, converting the visitor to a buyer is going to be a lot easier.
This process, when structured, is known as Content Marketing. Remember, your job is to create a smooth, easy path that leads from curiosity to intent to action.
Optimizing your conversion rate is an ongoing process. The things you and your team will learn about users, and user behavior, in the process, will stay with you and help you to make users stick to your website.
If you are looking a digital marketing agency in Melbourne, who also provide web development and web design services, we would be happy to help you reach the right mix to optimize conversion for your website.