Most business owners want more traffic, but most don’t realize they might not need more traffic. I have talked about this many times on this site, but online marketing comes down to two components;
If you have an effective website, it should be generating you leads automatically. If you are generating at least 100 website visitors a month, you should be generating 3 – 5 leads from your website each month. If not, you might have a website conversion problem. Website conversions are the website traffic that becomes a lead and/or customer.
If your conversion rate is low (1 – 2%), more traffic is going to be a waste of money and time. I recommend focusing on getting your conversion rate to around 5%. So, for every 100 website visitors, your website should generate you 5 leads per month.
Most business owners don’t have a traffic problem, they have a conversion problem. Adam Dukes
4 Proven Ways To Increase Your Conversion Rate
Typically, it is easier to double your by improving your conversion rate, then it is to double your traffic. There are many ways to improve conversion rate, but I will touch on the basics. Neil Patel published an excellent article about this last fall, 9 Ways to Boost Your Conversion Rate on a Shoestring Budget.
Here are 4 proven ways to increase your website’s conversion rate;
1. Communicate Your USP – You only have a few seconds to grab the users’ attention. A strong USP can build instant trust and keep them on the site longer.
2. Simplify your home page – What benefits does your product or service offer? What is the outcome when using your product or service? Explain the benefits you provide, not the features.
Most small businesses make the mistake of talking about themselves on the home page on their website. Your home page should be simple. Think of it as a “door” to the rest of your website. If it’s about the visitor, chances are they will stay on your website longer.
3. Use video – Dropbox used video on their home page and increased conversions over 10%.
4. Set up a sales funnel – Are you asking for the sale to soon? This is a very common way to kill conversions. Some people are not ready to buy just yet, they might only be in the “research” stage. Offer them a piece of helpful content in exchange for their name/email address. This step can be automated, also a very effective way to grow any business.
Always Be Testing
This goes for all marketing. You cannot improve what you do not measure. Install Google Analytics (free) on your website to track your performance. If you need training videos, you can check out these Google Analytics training videos.
I have been testing two different landing pages for the training course.
Landing Page A – Converting at 35%
Landing Page B – Converting at 57%
Everything else is the same on the landing page. The only difference is the two headlines. From the images above, you can see that the only difference is — one word. That one word is responsible for an increase of 163% in my leads for that training program.
This didn’t cost me a penny to run. Just testing out two different headlines. See how powerful testing different headlines is?
As you can see, boosting your conversion rate on your website can be a very simple way to increase your sales leads. There are many pieces of software on the market like Optimizely, Visual Website Optimizer and Wingify.
Don’t be surprised if you increase your website leads by a factor of 3, 4 or even 10 by testing your pages. It’s so simple to do and the fastest way to increase the revenue your website generates.