APR 20, 2016 13:42 PM
5 Ways to Convert Your Visitors
by Drew Hendricks
Conversion is the name of the game for any website or business that is getting off the ground, and even for those that are well established. After all, it doesn’t matter how much traffic you can drive to your site if you can’t convert those visitors into customers or users.
Converting visitors can mean a number of different things depending on the type of site you run. In general, converting a user typically means turning a visitor into a customer, but this picture varies for different sites. eCommerce websites typically define conversions as the step when somebody buys something, while growth hackers might define it as getting an email address from a completed sign up form and mobile developers as getting a user to download an app or create an account.
No matter how you define conversion, however, there are a number of tips and tricks you can keep in mind to achieve the holy grail of consistently growing conversion numbers.
1. Understand the nuances.
When many people talk about conversion, they do so in broad terms. For example, StartupGrind gives the following three reasons that users don’t convert: they either don’t get what your site is offering, don’t want what your site is offering, or don’t need what your site is offering. This is all well and good, but often an increase in conversions or lack of conversions come from the more nuanced details on your sites. You should by no means forget to think about the bigger picture in terms of the value you are offering users, but you can often boost your conversions by focusing on the little things as well. Such nuances include utilizing microinteractions, seamlessly integrated webforms, and more, which we’ll address in detail below.
2. Delight users with microinteractions.
Microinteractions are the next big thing in UX design, as more and more top designers are trying to make computers and online elements more human. In short, a microinteraction is a small movement that accomplishes one single task within a site or app, such as pushing a button to add an item to your shopping cart on an eCommerce website. You can make these microinteractions more user friendly by implementing fun animations, unique copy on forms, or incorporating illustration - basically anything that makes your site more personal at each individual step. To get more inspiration for quality microinteractions, you can browse UX portfolios or just interact with sites on the web to get a feel for the competition. Implementing fun microinteractions may seem like nothing more than extra fanfare and pizzazz, but they can be the subconscious difference between a site users love and a site users tolerate.
3. Promote case studies and testimonials.
Whether you want to own up to it or not, humans tend to have a herd mentality by making choices based on what other people do. After all, how many times have you searched your next brunch spot on Google and perused Yelp for ratings and reviews before visiting? The same methodology applies to pretty much any product or service you can provide, so don’t be afraid to share your number of users, display logos of prominent client companies, integrate testimonials, and more. You can get creative with the way you display this information by including images or videos, which are especially promising since video can increase purchases of a product by 144 percent.
4. Don’t hit users over the head with contact forms, but make sure they are clear and easy to find.
An easy-to-find call to action with a strong command instead of a passive suggestion can make or break your conversion records. One company featured by Hubspot was able to increase its conversion rate by 105.9 percent by implementing a clear call to action. Whether you’re trying to entice downloads or sign ups, strong and clear call to actions can get you there. At the same time, however, you don’t want to bombard your visitors with a pop up form as soon as they enter your site. Give users time to look around and explore, but make sure the call to action prompt is there and easy to find when the time is right.
5. Always provide value.
You know the value behind your product, but users probably won’t feel so secure from a simple look around your website. To entice users, provide free trials or a week- to month-long subscription to show them how truly valuable your service is. Of course, this tactic will only work if the thing you are providing is actually valuable, so don’t forget to continually prioritize improving your product and incorporating feedback from users. 61 percent of companies perform fewer than 5 tests for month, so stand out from the crowd by constantly testing your product and making it better.
Converting your visitors into customers is all about balancing small nuances with the big picture to provide an unforgettable and integral experience. Keep these five tips in mind, and you’ll be growing your conversion rates in no time. Is there something else you would add to the list? Leave a comment below!