Many brands today employ various digital marketing tactics that help in getting additional traffic to the website. While getting additional traffic to the website is a good goal to have, to generate brand awareness and increase conversions, businesses would benefit greatly from increasing the conversion rate on their website. As they can then immediately start taking advantage of the traffic that is already coming to their site.
Here are 4 ways in which the conversion rate of your website can be improved:
1. Manage and Improve Website Page Load Speed
One of the easiest ways to have an immediate impact on your website conversion rate would be to increase the page load speed of the pages on your website. People have become increasingly impatient in the digital age and want access to information at their fingertips.
Once they see that the website is taking time to load, they would rather abandon the current session and try searching for an alternate website to finish their task. This is not desirable as it offers a bad experience to the end-user and reduces the overall conversion rate of the website making it ineffective.
Google recently released data on how page load time affects the bounce rate:
- Increased bounce rate on account of page load speed leads to fewer conversions.
- Fan improvement of 1 second in the page load speed improves conversions by 7%.
- Diagnose your website with the free Google Page Speed Insights tool and follow the recommendations to optimize your website page load speed.
2. Use videos on your landing pages or website
It is predicted that video will account for 70% of the mobile traffic by 2021. All content platforms are integrating video into their content as it offers the highest engagement and brand recall compared to any other media format.
A simple product video explaining the benefits and features of the product can go a long way in engaging the user, brand retention and improving the conversion rate.
Due to On-demand video being readily available, users today prefer watching videos over reading text. People like experiences which go straight to the point and a video helps in achieving that. Watching a video explaining the product or service is easier to understand than reading about it which increases the engagement and extremely leads to a higher conversion rate.
3. Optimize for Mobile Devices and include Multiple Payment Options
Majority of the traffic is on mobile now and not optimizing your website for mobile would result in risking a lot of potential conversions and customers.
People carry a mobile device all the time and use it as and when the need arises on the go. Here, it is extremely important to have an optimized presence on a mobile device as the intent is more immediate. Consumers use mobile devices either at the discovery, research or purchase stages of a product they are interested in.
Here, an optimized mobile experience is critical to improve user engagement, get repeat visitors and enable the purchase. All of which again helps drive conversions and improve the overall conversion rate of the website
4. Make It Easy For Your Website Visitors to Find, Browse, and Buy
The key objective of any website design should be to make it very simple and easy for visitors and potential buyers to find what they are looking for and also buy the product or service.
The website design is crucial to providing users with a good user experience. Providing a good Search Experience, having the right category structure, having relevant URL's for all website pages and importantly having a short and simple payment process are all important elements of a good user experience.
Apart from having a mobile responsive website, integrating with mobile-friendly payment options such as a Mobile Wallet etc. is highly recommended as it helps to make the final purchase step frictionless resulting in a higher conversion rate.