Tired of having a dull, uninspiring website where visitors click a few links then bounce off to more exciting places on the web? Well, we’re tired of it too. Here are seven amazing and incredibly simple tips to turn your website into a conversion monster.
How about a quick question and answer session:
- Do you want your website to be more than just a pretty page on the internet?
- Do you want it to serve as more than a static place to dump information on your visitors?
- Do you want it to be awesome?
If you answered yes to all three questions – and really, who doesn’t want their website to be awesome – then we’ve got good news for you. Turning your website from a lackluster placeholder into a dynamic conversion tool doesn’t require an advanced degree in internet rocket science.
In fact, it’s quite the opposite.
The following seven tips are simple steps that any business can employ. Unlike SEO tips that will increase rankings, they tips will increase your website’s ability to engage current and future customers and get them to buy, subscribe, register, or download.
In fact, they’ll do more than spruce up your company’s online home. They’ll turn it into a conversion monster.
1. Design for Mobile
We’re going to leave this Google article right here for you to peruse later. In a nutshell, it states that Google is a mobile-first indexer, and the mobile version of your site is what they use for indexing and ranking content.
Just as well, too, since it seems that everyone and we mean everyone is mobile these days.
The simplest thing you can do for conversion ratios is to optimize for mobile.
- Your website and any accompanying web pages must look good on any size screen – smartphone, tablet, laptop, or one of those hybrid smartabletop concoctions.
- Ensure your website loads just as fast on a smartphone as it would a desktop.
- Design buttons that are easy to find and even easier to click.
- Display phone numbers, email addresses, or any other contact features such as online bookings or reservations in clearly accessible locations.
Need to find out if your current website is mobile-friendly, test it with the help of Google.
2. Optimize “Above the Fold”
Are you into paper airplanes? No? Well, you still need to make your pages fly, and that means getting your fold just right.
See what we did there?
Seriously though, what we’re really talking about is the above the fold area of your website – the part a visitor sees without having to scroll.
This portion of your site represents your one shot to capture a new visitor’s attention. On big, old school desktop screens, above the fold was already limited real estate, on a smartphone, it’s at an even higher premium.
Optimizing above the fold involves:
- An informative and attention-grabbing header and subheader.
- Use of dynamic, high-quality images.
- If you’re a retail business looking to make sales, put your best offers, coupons, or discounts at the top, not the bottom of your site.
- Whatever you place above the fold, make it super easy to read and even super easier to act upon
- Make sure all of your links work and eliminate any dead ones (don’t give visitors a reason to immediately leave your site)
Now, you might be asking should you place your call to action (CTA) above the fold.
If you think it will be useful for you and your business segment, the answer is yes. But if you can make a compelling enough first impression where a visitor wants to learn more, they won’t mind one bit seeking out your CTA below the fold.
Need inspiration for dynamite above the fold ideas? Check out these 18 examples.
3. Remove Distractions
Not to get too political, but if you’re of a certain age, you probably recall certain campaign slogans that declared, “It’s the economy, stupid.” While not exactly the height of political discourse, it did hit upon a worthwhile idea – keep it simple.
In terms of your website, that translates into:
- Plenty of white- or negative space (which is easy on the eyes)
- Copy that isn’t wordy or overblown (don’t use ten words when five will do)
- Use only a few high-quality images, instead of littering your pages smaller pics with suspect value
- Get rid of anything that doesn’t belong, and keep your presentation clear, concise, and on point.
In other words, be economical in how you set up your web pages and let nothing get in the way of your message. After all, “It’s the economy, smart internet person.”
4. Different Call to Actions
While running a business, it’s easy to get a bit complacent with your website. This is especially true with your CTAs. Something works for a while, and you tend to leave it alone and let it do its thing.
Then you fail to notice when it stops doing its thing. You need more than one thing doing its thing.
Adding different CTAs to your site – those asking a visitor to subscribe, download a freebie, watch a video – can help build up your fan base and prime them for return visits.
Be sure that every CTA has a clear, singular goal, features excellent visuals and/or compelling text, creates a genuine sense of urgency, and is quickly accessible.
Remember, not everyone is going to make a purchase upon their first visit. But if you can grab an email, get a visitor to click a link, or watch a video, it’s one more lead in your profit pipeline.
5. Testimonials to Build Trust
Even if you graduated with a degree in debate club, not everyone is going to buy into your argument, no matter how compelling it may be.
No offense or anything, but you’ll still need more than one way to sell your conversions.
Enter the power of testimonials. In today’s fancy lingo, that means providing your visitors with social proof.
Endorsements from happy customers and satisfied clients are a critical sales tool in convincing others that what you offer is worth their time (and money).
To get the best pieces of social proof, reach out to your biggest fans first, as those are often the easiest recommendations to get. If you’ve worked for or with big-name clients reach out to them too, as that will add clout and relevance to the endorsement.
Don’t be afraid to get creative with your testimonials. Plug them in as part of your CTAs. Build a piece of content from an endorsement by featuring it in a video, a blog, or centering a case study around your social proof.
Of course, don’t limit them to your website for conversions, but add them to your marketing (including social media) to bring new prospects to your site.
Okay, so this one is pretty simple. You hate slow web pages. We hate slow web pages. Everybody hates slow web pages. Even your bottom line hates slow web pages.
If you want your website to convert, it needs to make like Ricky Bobby and “wanna go fast.”
Get your website up to speed by:
- Using an excellent web host that gives your website a reliable, efficient home
- Optimize website images to keep them looking great and their load times speedy.
- Reduce HTTP requests to lessen the time it takes scripts, stylesheets, and images to load
- Minimize or limit your use of plugins, especially ones that are unnecessary to unclog your load times
- Run compression audits to reduce your file sizes.
- Utilize website caching to improve performance for repeat visitors
- Tap into a content delivery network (CDN) to reduce lag at peak traffic times
Even though we listed website speed as #6, website speed is vital to any successful online business. To test your site’s speed and figure out what to do to make it faster, try these handy tools from Google or Pingdom.
If you didn’t enjoy tests in school, don’t worry, this one doesn’t require filling out a scantron sheet. What it does demand is that you create and compare two sets of web pages to see which one is the better performer.
Take, for example, a landing page, with a CTA for a visitor to leave their email address in exchange for your latest and greatest ebook. The testing process works like this:
- Landing page A includes a basic color scheme, simple layout, and very brief copy explaining the benefits of your service and the ebook you’re offering.
- Landing page B includes the same basic layout and scheme, except instead of the copy, its replaced with a brief video touting your benefits and ebook offer.
You then present these two options randomly to visitors and use Google Analytics to determine which page converts better, the copy or the video.
Testing never really ends, and there is no such thing as too much testing. But it’s easy to get carried away with trying out all sorts of aspects to find what combination achieves the best conversion results.
We recommend starting with major elements – headlines, page layout, your CTAs, copy versus video and move down to more minute features.
But do test as much as you can. You never truly know which combo is the goldmine until you try it out.
Just like we said, simple.
Master these seven basic, but critical internet marketing principles and your website will not just become a conversion monster, but the internet equivalent of Godzilla, Mechagodzilla, and that one time that Godzilla could fly.