Improve Conversion on Your Website – How?
The article will be tackling the eternal question of how do you make them stay? Not ditch you for another, in a seemingly endless sea of other opportunities.
So, you’ve created a stunning website. And you’ve got lots of visitors, too. But is a high traffic rate good enough? Are you monetizing this traffic to its full potential? Or are people bouncing off your content after several seconds of listless consideration?
There are many ways to improve the conversion and monetization of your traffic. One key element of your website conversion rate, that we’ll talk more about below, is tailoring your content and internal promotions/ads for each website visitor. But first, ask yourself this question:
Is the Traffic Right for Your Business?
You might not be everyone's cup of tea. As a preventative conversion measure, you are going to want to attract the kind of audience that is likely to stick with your product or service.
Traffic quality matters. You can attract a massive amount of visitors – but they won’t necessarily be the right crowd for you. They may not be interested in a variety of reasons, such as poor, ambiguous marketing. In this case, the conversion rate will be poor, and improving this metric might be more challenging than what you'd expect. Spending money on PPC and SEO for non-converting users is a mistake – you should focus your efforts on relevant, high-quality users. Spend your money only on traffic that will convert.
According to the latest data by Oberlo, the average conversion rate for eCommerce businesses was 1.78%, 0.05% lower than the previous year. Keep in mind that the average website conversion rate by industry differs. The same Oberlo article cites an average conversion rate of 2.04% for toys, games, and collectibles, as well as 1.58% for fashion.
This should give you some idea of what you could realistically aim for. Still, if you are not sure if your money is spent the best possible way, maybe try and consult with a conversion specialist.
When you are sure that the traffic is right for you, it's time to check out how to improve website conversion rates. The first thing you should check is whether or not your content is well displayed to your users across all devices? Be sure to check if you optimized well for mobile phones and tablets.
The Medium Is the Message – Match Your Content to the Channel
When you create content, make sure you match it to the device. For mobile device traffic, make sure your messages are brief. On tablets, texts can be longer but typing is still difficult. This is why you should use no more than two fields per form and ask for as little information as possible. For desktop traffic, however, you can use more pictures and a larger image of your product. Use the size of the screen to your advantage.
Something for Everyone – The Right Message for Each Visitor
Matching your message to your user’s device is not enough. Match the message also for each and every visitor! Did your visitor spend a while on a page displaying a specific product? Send them a unique pop-up offer for this product. Were they on several pages? Offer them a bundle! Is it the weekend? Time for that luxury bundle, while work hours are for the office specials. You can send a different pop-up to someone who spent a set amount of time or checked a set number of pages, and another to someone who only visited one page. Not sure how to customize your internal promotions like that? There are products that can help you. A relatively small investment in a specialized product such as Zoom Analytics’ campaign manager can improve your conversion tenfold and have a major effect on your revenue.
Customization Is Important
Customizing the on-screen campaigns to match your visitors’ interests and devices, as well as the time spent on your site is crucial. Can you get the timing to be just right? You will need to figure if the right time is when the user first views the page, or maybe after a set number of seconds. Is it when he’s rolled down the page a certain amount? You’ll need to check and decide how to monetize each of these options.
When creating your on-site promotional campaigns, make sure you don’t interrupt your visitors with big content-hiding pop-ups. Instead, show them a small exit pop just when they’re about to leave – get them to stay that extra few seconds. If the message and timing are just right – they’ll become more engaged. Did they read the entire article? You can show them a similar offer using a slide-in window when they scroll to the very end of the page. Did they spend more than a full minute in your store? Ask for their contact information for future special offers.
How to Improve Conversion Rates on Your Website?
Let’s sum it up. Adding a smart, targeted campaign to your website can do a lot for your bottom line. There are plenty of customization options to match your messages to your traffic. Make sure the message is right for your users – new or recurring, for the device they are using, for the content they read or the products they read about. Make sure the promotion isn’t disruptive – it’s usually better to use a small and friendly pop up or slide-in window than a content-hiding crawler. Setting up a smart & customized campaign like this can be very simple when using the correct specialized tool, such as Zoom Analytics.
Customization options are endless. If you’re not sure which is the best strategy for your traffic, you can always consult a conversion specialist who can help you create the best strategy for you and recommend the best, and the easiest to use tools.