I’ll let you in on a little secret. Web traffic doesn’t matter. Traffic is to websites what likes are to Instagram – at the end of the day, they’re meaningless!
With everyone so busy checking their traffic analytics, I may have touched on a nerve. Don’t get me wrong, it’s great to see how many people are finding your site, especially if you’ve been putting effort into getting it out there. But you obviously have a website for a reason. So I’ll ask you, why does your website exist? In other words, if there was one outcome you’d like your website to have, what would you like that to be? I’ll bet it’s not to just get traffic.
This is where conversions come in. Most likely, you’re looking for visitors to take some kind of action on your site. Every website exists for a specific purpose. When a visitor decides to take an action on your site, this is called a conversion. They’ve converted from just browsing or reading your website to interacting with it.
If you’re a local store, maybe you’d like your website to direct potential customers to your opening hours and a map.
If you’re a local mechanic, maybe you would like your website’s main use to be a booking system. This would lessen calls to the office and streamline the booking process. This is also a great use for a website.
Other websites would love to make a sale from their product page, or maybe if you’re a blogger you’d love your visitors to click an affiliate link, or sign up to your mailing list. I’m sure you’re seeing the point. You must have a clear outcome for your website!
Practical Guide to Increasing your Website Conversions
Most low-performing websites can actually be linked back to their design and how clear the Call To Action is. You could be missing out on a bunch of leads because you assume the user knows what you want them to do on your site. Don’t make this mistake! Below I’ll give you my personal example of my blog and how I managed to skyrocket my signups. But first, here’s the results-driven, practical guide to increasing your website conversions.
1: Decide what your primary CTA is
What do you want your users to do the most once they land on your page? This should be an action they can take, but doesn’t have to be restricted to happening on your site. For example, ‘call to book an appointment’, or signing up to your mail list. Be aware that if you’re selling on your site, it may be more beneficial to collect potential customers’ details rather than asking them to buy straight away.
2: Decide what format your CTA will take
If you want customers to call to book, this can look like placing you phone number in the header with a ‘book now’, or enabling your phone number to be clicked and their mobile will start calling it. If you are wanting to collect their details, you will need to embed a form such as ninja forms to do this. For getting email sign ups, consider going through an email service provider such as ConvertKit, which will enable you to create and customise your own opt in forms.
3: Assess where your traffic is landing on your site
You should be able to see in your Google Analytics what pages people enter your site on. Is it a blog post? An about or home page? Wherever the most traffic lands, this is where you should plan to capture the most users.
Its pretty normal to have a bounce rate of 50% or higher, depending what type of site you have. The amount of users that will click to other pages on your site lessens exponentially after visiting the first page. You’ll need to optimise that first landing page to exploit your traffic. Be aware that your CTA will need to relate to the contents of that page, or the reason people are visiting that page.
4: Decide on an angle for your Call To Action
Now, you’ll need to think about how best to capture your users. Make it clear the action you want them to take, and most importantly what they can get out of it. For example, a booking form may say, ‘Book now to secure your spot’, or ‘Book now for a hassle free service’. In the first example, the benefit of the user using the booking form is that their spot will be secured instantly. In the second example, the benefit of the form is that its an easy way to book a service – no calls or going back and forth required.
5: Place your CTA on the page
Make sure your CTA appears in multiple locations on the page, and make it visually stand out. Add a button in the header, a form mid-post and one at the end of the page. You may even want to consider utilising a popup. This way, the user gets multiple opportunities (or reminders) to act.
By implementing the steps in this guide to increasing website conversions, I managed to double my mailing list in under two months! Before I took these steps it took me a couple of years to get the amount of signups I had. Now I’m well on my way to increasing my mail list by 1000% – no joke, one thousand percent, by the end of the year.
I’m giving you my personal example because the growth had nothing to do with changing my site’s content or what I was offering. It was all about positioning my CTA to be clear to my visitors.
It also really helped to have the right tools to make the job easier and more professional. Using ConvertKit for creating my forms and collecting my audience’s details played a big part in this.
I am sure that if you do the above tips, step-by-step, you’ll be well on your way to increasing your website conversions! Let me know if you have any questions about the process by commenting below. For more info on increasing conversions, read How to Grow your Business without Increasing your Traffic.