For many marketers, increasing conversion rates is their strategy’s number one goal. Nevertheless, all too often we are the one limiting ourselves by using quick fixes and patches instead of dealing with these problems from their very roots. Interested in knowing how to solve your sales conversion problems for once and for all? Keep reading!
1) Allocate a budget to improving your website.
And by “budget” I don’t just mean money, but time and resources also. Sometime as marketers we make the mistake of focusing all our efforts on media, events and other lead generating activities, but these will be much more effective if our website has been optimized. Believe me, it’s worth the investment!
So how do we invest this budget? By following the next 9 steps ;-)
2) Study your SEO.
What do you want your company to be known for? Your products, for being an expert in certain areas, for offering solutions…? And more importantly, how do your users find these answers?
The first step is to think about these two questions, and make a Top 10 list of keywords under which you want to appear in Google, and see your results.
3) Invest in SEM.
The truth is that you are most likely not yet in your ideal ranking for all or some of the Top 10 keywords you chose in the previous step. But you can start improving your sales conversion straight away by investing in AdWords for these keywords.
4) Build a content inventory.
By using SEO and SEM, you will be able to attract many more visitors to your page… but once they’re there, you need to make sure they can easily find what they are looking for. To make sure this is the case, go through your current content to see if they follow these rules.
- Relevant: is it up to date? Does it relate to your audience’s interests? Is it useful?
- Accessible: Is it easy to get to? Take a look at your website’s analytics to see what “forgotten content” you have and why this happened.
- Glanceable: Is it easy to figure out what it is about and the main ideas at a glance?
5) Make it easier to understand.
Read through your website’s content and be honest: is it written for your target audience, or does it use your company’s internal language? In order to improve your sales conversion you need to be able to create messages that truly speak to your audience and that will encourage them to keep visiting and reading.
6) modify and improve your content.
This can be a very long and almost painful proces… but I promise you it will be worth it. The idea is quite simple: go through all the content you already have and edit it in order to make it as attractive as possible. For example, if you have long videos, turn them into a series of 2-minute-long mini videos. If your articles are more than 1000 words long, use them as a base to create infographics and checklists. The idea is to make your content as visual and absorbable as possible.
When you’re done, build some content creation guidelines, to make sure that all the new material you create is up to scratch, avoiding having to repeat this process in the future.
7) Invest in your user interface.
Do you know how your users navigate around your website? It’s time to find out!
Use tools specialized in UX to see exactly what a user’s experience in your website is like, and improve whatever you find necessary.
8) Measure, optimize, repeat.
A/B tests are your new best friend. For any change you are thinking of applying to your website, create a test page and study the results. Don’t pay attention only to the number of visits, but more importantly metrics such as the session duration, the bounce rate and of course, the sales conversion rate.
9) Teach your team.
You’ve followed all these steps and are on the right track - but you don’t want to make the same mistakes again! In order to avoid history repeating itself, teach your whole team (current and future) how to create attractive and optimized content. If you can show them data and statistics to back up these results and decisions, even better.
10) Hire an expert.
Does all this sound like a bit too much? I’m not going to lie: it’s not easy! If you don’t have enough people or time to invest in this, or if you simply don’t feel like doing it yourself, hire someone who can help you. The idea is to get two processes going at the same time: Lead generation on the one hand, and improving your website on the other. Define realistic goals, measure your results and watch your sales conversion rates soar.