How to optimize your small business conversion rate

3 Ways to improve your business conversion rates

What would you consider a good conversion rate?

What steps can you take to improve your small business website conversion rates?

The above questions are tricky to answer because:

  • Your conversion event has a huge factor in your conversion rate. Many more people will be willing to provide their contact information in exchange for an eBook than are willing to drop $97 on an information product on their first visit to your website.
  • Conversion rates differ from industry to industry. People selling inexpensive novelty items for children’s parties probably (and I fully admit I’m not really sure) have a higher sales conversion rate than people selling custom sweaters at $97 each.

But no matter what your website conversion events are and no matter what your conversion rate is, you want to both know what it is and take steps to increase.

How do you know what your conversion rate is?

By using Google Analytics. The easiest way is to define what they call Destination URLs and ensure that after the form (of whatever type) is filled out, they visitor is then taking to a Thank You page on a different URL. You then measure how many people load the form AND how many people load the Thank You page.

So what can you do to improve your website conversion rate?

Website conversion is the most difficult tasks for small businesses to optimize.

Improving your conversion rate requires what is called A/B testing where you have a landing page that converts at a known rate. You then create a landing page that has some differences and you send half your visitors to one and the other half to the other. Which ever converts at the highest rate is the one you keep.

You then create yet another page and test the winner of the last test against the new page. You then do this again and again and again.

Add some scarcity

When something is scarce we tend to perceive it as having higher value.

So whatever it is might be offered to “the first 50 people” or some such. That makes your offering more exclusive.

Add some credibility

Visitors who are not familiar with your small business are uncertain to enter their contact information.

Therefore, highlight some customer’s testimonials and success stories. Also if you have certifications and awards that your small business has won,  say so.

Make your calls-to-action easy to find, and easy to do

The call-to-action is really the focal point on your landing page.

Make it big and visually obvious.

Do not assume a person on the page will know what to do. Tell them, even if you feel it is silly to do so. In modern society we all have too much to figure out every day as it is. Make this as clear and easy as possible.

Learn more here…

Download the eBook: The 7 Fundamentals of Being Found Online

 

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