Digital Marketing: Key Points to Remember to Optimize the Conversion Rate of Your Website
1 – Be clear about your value proposition
In order to deal with this first key success factor, you need to put yourself for a moment in the shoes of your website visitors, wondering what reason(s) they should prefer it to that of your competitors.
From this answer, you will be able to establish an unambiguous value proposition, but as Kissmetrics points out in particular, the most efficient websites in terms of conversion rates are precisely those that communicate clearly on their products/services.
This is a very important point, simple to implement, and yet we still see far too often that it is neglected, resulting in the premature departure of a significant volume of leads.
2 – Optimize your “calls-to-action”
This second piece of advice derives directly from the previous one, in the sense that, once again, you must ask yourself what your visitors expect, in order to adapt the content – and especially the calls-to-action – in order to meet their expectations.
Concretely, be sure not to use too many generic formulas for calls-to-action, to give more priority to tailor-made proposals, which have a much better chance of generating more leads from your site.
3 – Shorten your forms
How many mandatory fields does a visitor to your site have to fill if they want to subscribe to the newsletter or download a document requiring them to have opened an account beforehand?
It is perfectly understandable on the part of a good marketer that he is in constant search for more data on his persona buyers. However, your visitors are looking for almost instant gratification; in other words, what they want from you, they want it without delay!
4 – Start by writing “impactful” titles
In terms of writing, and at the risk of disappointing you, intellectual honesty requires us to confirm that this is not an exact science. In fact, the way to detail your performances, news, humor notes and/or present yourself on an institutional level, depends heavily on the target audience.
It is nevertheless true that if many Internet users do not read an article after having read, in two seconds shows in hand, its title, it is precisely because the latter has not been able to capture their attention.
Through carefully selected titles – and, why not, previously tested with a representative sample – you must quickly convince your readers that they are in the right place and that they have every interest in continuing to learn about your content.
5 – Multiply relevant offers
When it comes to a website, no doubt you’ve already heard – or will hear sooner or later – a self-proclaimed expert telling you that the home page is the keystone of the entire structure, and that as such, it is the one that is most important on your site.
However, the reality is much more nuanced, as a blog can also serve as a remarkably effective entry point.
What’s more, know that by positioning relevant offers on your 10 most visited pages, a quasi-mechanical increase in your conversion rate will follow.
You want an example: imagine that, on a page, you wrote content on “x ways to generate more leads from Twitter”. The theory known as the “content upgrade” simply means that if you add a more complete and detailed manual on the same page so that your visitors can go even further, you maximize your chances of this download being performed frequently.