5 Website Hacks For More Conversions
“Websites promote you 24/7: No employee will do that.”
― Paul Cookson
Before I start, let me define what I mean by conversion. In 1996, a website conversion was generally considered a website visitor who went on to make a purchase. Obviously in the water industry, the purchase of equipment rarely takes place without lengthy discussions about pricing, performance guarantees, warranty lengths, alternative technologies and the like. All of which are difficult if not impossible over the Internet.
As the Web has matured, so have our definitions and expectations. In 2016, conversion has a lot more subtext. A website conversion in the B2B space is no longer being measured in sales (if it ever was) but rather in prospect information. Contact information, specifically email, has become modern marketing’s currency. With that information you have an open door to make an impact during their buyer journey by offering them compelling and engaging content at each step of the way.
So how do you get more conversions out of your website visits? Start with these 5 simple steps:
- Simplify Forms
The less fields the better. A good test or activity would be to take a look at how many fields you currently require visitors to fill out in forms on your website and then cut that number in half. Studies show that when websites cut the number of fields their forms require, conversions increase and in some cases double.
- Add Click Reassurances
When providing their information to you, your readers are taking a leap of faith to an extent. By including click reassurances such as benefits, guarantees, anti-spam stances or reader testimonials, you reassure your reader that you are not about to abuse them. Outlining the information beyond the form can also help. It sounds corny but making a potential buyer feel safe is important.
- Add Engaging Calls to Action
Concentrate on explaining what’s in it for your visitor, not how much work they are being tasked with because no one likes giving up their time. Instead of non-informative standards such as “register now” or “subscribe here”, try something that is compelling for your audience. Some examples of user facing calls to action would be, “Get a free energy assessment” or “Receive groundwater regulation updates”.
- Optimize for Mobile
About half of your website traffic will be from mobile devices. Many visitors will check your website on their phone after perhaps a meeting with you or visiting your booth at ACE or WEFTEC. Make sure all conversion contact fields are mobile optimized and your load speeds are up to date.
- Simple is Best
Have a desired outcome in mind and don’t stray from it. If you want a visitor to sign up for your newsletter, don’t crowd the page with other “distractions.” Banner ads, images and blatant product plugs all take attention away from your prime directive which is to generate a conversion. In fact, Hubspot reports that eliminating navigation bars from websites increase conversions by almost 30%.
When it comes to your website let’s not forget that in 2016 it should be designed with a customer journey in mind. It shouldn’t be there as a digital sales brochure but rather a source of content and information that is sought out by those whom you identify as your target audience. The information experience should be about them, not you.