Conversion Rate: 7 strategies to improve it

The standard strategy currently adopted by many marketing teams can be summed up as: attract traffic to a website and convert it into leads to pass the baton to the sales team, and then start over. In other words, generate more traffic and more leads in the hope of producing better results. From creating a captivating blog title to adding chatbots, there are several techniques you can adopt to significantly increase the number of visitors you are getting on your website.

What is conversion rate optimization?

Many websites aim to convert visitors into customers. These conversions can therefore be maximized by optimizing all the pages where they occur, whether they are home pages, rates, blog, destination, etc. This approach is called conversion rate optimization.

Generating more traffic is not necessarily the most productive strategy, nor the easiest strategy to implement. If a website is not optimized for conversions, increasing traffic is like pouring water into a pierced seal. The goal of optimizing conversion rates is to get a better return from the website.As most companies face limited potential demand, they need to make the most of existing web traffic. To estimate the size of your potential market, you can use Google’s export assistance tool, which tells you about the volume of online searches.

Here are some tips to follow and implement to improve the conversion rate on your website:

1 — Insert text CTA in blog posts

Integrating call-to-action into blog posts is a well-recognized practice, but sometimes they go unnoticed. This phenomenon of blindness to advertisements that leads users to ignore the banners displayed on a website is very real. The tendency of the latter to fly over the content also explains that blog posts are not always read to the end.

To remedy the phenomena of inattention, new approaches, such as the insertion of text CTA, are welcome.

2 — Test the landing pages

The landing pages are a pillar of web marketing. They transform a visitor into a lead and allow existing leads to deepen their engagement. To optimize these high-stakes pages, it is recommended to conduct A/B tests.

As landing pages are a powerful lever for performance, it is easy to test different variants to optimize conversions. It is possible to quickly test different turns of phrase, content offers, images, form questions and layouts.

3 — Create workflows to increase sales team responsiveness

A number of automated workflows maximize the efficiency of the sales team. For example, it is possible to send e-mails allowing leads to make an appointment with a click , or to notify the sales team by email as soon as a lead performs a particularly relevant action, such as checking the website’s rates page.

For e-commerce sites, it is also possible to send a personalized email to visitors who abandon their shopping cart by offering to complete the transaction they had undertaken.

4 — Include instant messaging on pages with high conversion potential

Messaging tools allows you to interact in real time with visitors to a website. To maximize conversions, add chat features to key pages, such as rate pages or product pages.

The chat can inspire visitors to take action. For example, if a visitor spends more than a minute on a page, you can automatically offer to help them and answer any questions.

5 — Optimize the best-performing blog posts

If you’ve been running a blog for some time, you’ve probably noticed that some articles perform better than others. With careful consideration, you’ll be able to identify items with both high traffic and low conversion rates. This paradox may indicate that the content offering is not aligned with the message of the article, or that the CTA is not clear enough, so you can fix it and increase the conversion rate of an item that already generates a lot of traffic.

8 — Rehiring website visitors through retargeting

Regardless of the targeted conversion indicator, most visitors to a website generally do not perform the action. Retargeting allows visitors who have left a website to be re-engaged. A classic example is to rehire visitors who have filled their shopping cart without ordering.

Retargeting involves tracking leads to target them with online ads on external sites, including Facebook. This method is particularly effective for visitors to pages with high conversion potential.

To sum it all up….

The best thing to see if your strategies are working is to measure your actions and see whether there is a need to alter strategies to start getting conversions. We recommend carrying out the Data cycle which is : Plan, Do, Check and Act! Measuring your actions and results can help you in deciding what to adopt for more conversions in the future.