To get more customers online, you need a holistic web presence optimization strategy that includes online advertising, social media marketing, and search engine optimization, for starters. But you also need to optimize your website to convert those potential customers into leads for your business. To increase conversion rates, your website must engage consumers while driving them to take action, such as calling, emailing, or completing a web form.

Some conversion best practices may already be familiar to you. For example, when it comes to online marketing campaigns, you should create optimized landing pages with a clear call to action, a prominent phone number and email address above the fold, along with a key message that matches your advertising. It’s also extremely important to maintain consistency between your marketing efforts, ad design, and your landing pages.  But there are also a few other best practices you can follow to increase website conversions, no matter how visitors come to your site.

Add Videos to your Website
An online video is a great complement to your online marketing tactics because it’s more engaging than static text and images. Introducing your business to potential customers with a short video is an excellent way to showcase your brand authority and personality without taking up valuable real estate on your website. You can even highlight your products and services with videos of customer testimonials or instructional videos that will encourage more consumers to contact your business. Here are a few tips to get started creating online videos for your business that can help you increase conversions from your visitors.

Engage Visitors Immediately with Live Chat
To capture visitors’ interest as soon as they arrive at your site and entice them to convert, implement a live chat widget on your site. Live chat boosts conversions by proactively inviting customers to chat with a live agent while they’re on your website. Website chat technology has shown to create a positive customer experience because it enables visitors to get their initial questions answered without feeling like they have to take time out of their day to call or email you. But, more importantly, it’s an affordable way for the visitor to convert, and you can follow up with them personally after they leave your site to close the sale. Remember to make sure someone is available to monitor and respond to incoming chat requests to ensure a smooth user experience and generate viable leads for your business.

Optimize your Site for Mobile Conversions
Google has claimed that 16% of searches this year are mobile searches, and with the prevalence of Smartphones and tablets, more and more consumers are visiting websites on their mobile devices. Plus, research has shown that mobile sites get more engagement than standard websites. So optimizing your site for mobile will no doubt increase your ability to convert customers who are on the go. Make sure you include a well-placed phone number and email address, and use the “click to call” feature, so prospects can contact you on the spot, which will help you boost your conversion rate.

Use Remarketing to Keep Your Business Top of Mind
If potential customers don’t convert into leads the first time they visit your site, make sure you stay top of mind with them after they leave. Remarketing is an easy and cost-effective display advertising tactic that targets previous website visitors as they surf across the Web. In addition, enabling visitors to subscribe to your blog via an RSS feed or opt in to your mailing list is a great way to regularly share content with potential customers after they’ve left your site.  Then, create great content like tips, videos, and how-to articles that drive home your credibility in your industry and show potential customers that you’re interested in more than just pitching them a sale, so they’ll be more inclined to return to your website and convert.

Measure the Conversion, not the Click
If you’re running online search or display advertising, chances are you’re measuring how many people click your ads and visit your website. But do you have tools in place to measure how many people convert? In other words, how many visitors actually contact your business via phone, email, web form, or other method?  With analytics tools like Google Analytics, you can track the conversion paths of the people who visit your website and complete an action – as well as the ones that bounce during the process. Call recording technology is also available to help you glean insight into your prospects’ behavior. Tracking your conversions will help you see the effectiveness of the elements on your site, like the placement of your phone number, clarity of your call to action, or ease of completing a form submission that may actually be hurting your website conversions.

What best practices have you found that help you increase conversions from your website? Have you implemented a video, live chat technology or a mobile site to engage customers and help them convert? Share your experience in the comments!