INCREASING THE CONVERSION RATE OF YOUR WEBSITE

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INCREASING THE CONVERSION RATE OF YOUR WEBSITE

  1. 1. INCREASING THE CONVERSION RATE OF YOUR WEBSITEC O NW A C F L IO W O 0 . C O M W T W. T N F 2FLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AGT 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COMHTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703
  2. 2. DESIGN YOUR WEBSITE USING CLEAR LAYOUT AND NAVIGATION The transformation of a visitor to a lead takes is dependent on the first ten seconds he spends on your website. If the website layout and navigation succeeds to capture the attention of a visitor and guide him through your landing page, you aresuccessful in getting a lead. On the contrary, if your website layout is louder and distracts the user, they will probably leave in a hurry. The best way to test the layout and navigation of your site is by using Attention Wizard tool. This tool simulates the eye tracking on a page via an algorithm and generates a heat map of the hot spots and path the typical eye will take around the page. This provides really quite remarkable insight that can help you find fast ideas for improving engagement on a page. Attention Wizard is also great for testing page layouts you want to try, because the page doesn’t have to be live anywhere. If you can create a .jpg of a page you can test its potential results. If you don’t want to leave the assessment to a simulated by an algorithm and want results based on the eye-tracking from actual visitors, you can use ClickTale. If you want to do the testing yourself, pretend you are a new prospect and ask yourself the following questions: • Where do your eyes go first? • What is the most important thing on the page? • Where do you think you are supposed to go next? • Are there any distracting or confusing menu items or links that are tempting you to click on them?C O N TA C T I N F OFLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AGT 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COMHTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703
  3. 3. REFER TO YOURSELFAS AN EXPERT INYOUR FIELDWhen a potential client visits your website, theywant to see you as a person providing a servicebut, they wan to find someone who is an expertin his filed. If you can’t stump them in the first tenseconds that they spend on your website, they will CONVERTING YOURcontinue to shop around until they find someone EXPERTISE INTO Athat inspires confidence. LEAD GENERATIONYou can show your expertise using social proof, MAGNETawards, and testimonials, but what inspires acustomer is when you prove that you are an expert Now that you have proved you are an expert, howthrough relevant, readable educational materials. do you convert a prospect to a lead? The best wayThis is real value that you offer to your prospects in to convert prospects into leads is by using a leadexchange for their trust. generation magnet. A lead generation magnet is anything valuable you can provide to your prospects in exchange for their contact information. A lead generation magnet could be a a coupon, free report or whitepaper, demo, subscription, event invitation, or other kind of educational download. Picking the appropriate lead as your magnet is the most important task at hand. The right lead generation magnet will attract a steady flow of leads that you can convert into paying customers Chris Garrett on new media down the road. A LEAD GENERATION MAGNET SHOULD: • Appeal to your target audience • Provide a solution to their pains and frustrations • Have a clear title that conveys value • Be packaged in a way that is appealingC O N TA C T I N F OFLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AGT 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COMHTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703
  4. 4. HIGHLIGHTING THE VALUE OF THE LEAD GENERATION MAGNET. There is a very thin line between marketing and spamming. People who frequent the web are very intelligent now. If they realise that you are trying to hard to market your brand, they consider it a spam. When you are giving something free, you might be thinking, “Why would anyone not want this?” But, when a visitor comes across something free the first thing that they think is, “Is this really something of value or are you going to just SPAM me?” When you give something for free in return for their contact details, you have to answer the question in the minds of your audience: “What’s in it for ME?” Describe the value of the lead generation magnet in terms of how it benefits the prospect. Your description should drive the conversation that is going on inside their head. The primary focus of your description should be the benefit of the visitor and not your product. USE “HERO SHOTS” AND “HEADLINES” ABOVE THE OPT-IN FORM When a user does find value in your lead generation magnet, the best way to grab their attention in and increase conversion is by including a “hero shot” and “headline” above the opt-in form. A “hero shot” is a graphic that makes the lead generation magnet look more substantial or more “heroic” so to speak. A “hero shot” could be a representation of a hard-copy book or software package, even if the offer is purely digital.C O N TA C T I N F OFLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AGT 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COMHTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703
  5. 5. CREATE A PROMINENT OPT-IN FORM The opt-in form should not be on an inner page but, on the homepage or the landing page. This increases conversion as you do not have to design a convincing route which leads to the page with the opt-in form. Your homepage or landing page should have an opt-in form for your most widely requested and most valuable lead generation magnet. The hero shot and form fields should be above the fold and visible without needing to scroll. If you want to increase your conversion rate further, you can post a small opt-in form on every page of your site at the same place. This provides an opportunity for visitors to be attracted to your magnet everywhere they look. USE WORDS AND PHRASE WHICH COMFORT THE VISITOR WHEN PROVIDING CONTACT DETAILS People hesitate to fill out opt-in forms because they don’t want to get added to another email list or receive a sales call. This is a major cause behind decreasing conversion rates. You can solve this by using comfort language to show the value they’ll get and reinforce that they can trust you not to misuse their information. You can do this by adding a “Don’t worry” statement or a link to your privacy policy. If you want to increase your conversion rate further by clarifying your privacy policy in just a few lines and posting it in a prominent location next to your opt-in form.C O N TA C T I N F OFLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AGT 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COMHTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703
  6. 6. KEEP THE FORMFIELDS TO A MINIMALNUMBERYour opt-in form should have the minimal numberof fields that need to be provided. Most people DUMP THE “SUBMIT”are comfortable providing their name and emailaddress in order to download a free report or similar BUTTONlead generation magnet. When asked for phone,mailing address, or budget, people are hesitant in A common feature that can be seen on most opt-infilling out opt-in forms. With the number of fields forms include is a button that says, “SUBMIT” inincreasing, the conversion rates keep decreasing. all caps.If you require more contact information, you can getthem directly from the prospect as the relationship This is a major cause of decreasing conversion rate.grows. If you want your conversion rate to improve, you have to dump the “SUBMIT” button and replace it with a more colorful one that reinforces the value of your lead generation magnet. Be creative and specific with your button language by saying “Send Me My Guide,” “Register Now,” “Place My Order,” or something similar.C O N TA C T I N F OFLOW20.COM . 16 FAIRMILE AVENUE . LONDON SW16 6AGT 0208 133 0754 /// E CREATE@FLOW20.COM /// WWW.FLOW20.COMHTTP://WWW.FACEBOOK.COM/PAGES/FLOW20-WEBSITE-IMPROVEMENT/106262366114703

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