Strategies for Improving Conversion Rates

With every marketing campaign that companies create, they strive to increase their conversion rates. That’s because conversion rates play a big role in the success of a company’s business website.

To be able to hit their targeted sales, companies need to grab the attention of their target audiences and convert those audiences. The average conversion rates are different for various industries and businesses.

Conversion rates are an important metric to track for businesses looking to ensure that their campaigns are successful.

Social Proof

One of the ways that companies can improve their conversion rates is by adding more social proof to their business websites. Consumers generally don’t always believe what companies are saying, which means most statements have to be backed up with proof.

Social proof, in the form of case studies or customer reviews, is a relatively easy way for companies to increase the trust that consumers have in a business, which ultimately can increase conversion rates.

In fact, most consumers look at consumer reviews before deciding to make a purchase, and they also put a lot of trust in those reviews.

Another way to add social proof to a website is through pop-up notifications that show visitors what other consumers recently purchased from a business.

Simplicity

Companies should be striving to simplify the entire website user experience to increase their conversion rates. These days, people tend to have a much shorter attention span compared to a decade ago, which means businesses have to be fast to grab the consumers’ attention and leave a positive and lasting impression.

One way that companies can simplify the user experience, aside from the website loading speed, is by providing consumers with clear instructions on what they need to do to get to the next step in their buying journey.

A company’s call to action (CTA) should also be obvious and positioned in prominent spots on its website, and the shopping cart should be easy to find. Lastly, companies can also avoid providing potential buyers with too many options, as this can confuse or overwhelm them.

Short Forms

Plenty of companies prefer using long forms that help them learn more important details about the target audience. However, most consumers find filling out long forms, whether it’s to sign up to a website, or to download a freebie, very annoying.

All they want to do is find the information that will convince them to make a purchase. To avoid frustrating buyers and in order to increase conversion rates, companies should shorten all of their forms to include only those questions that request the most essential information from consumers.

Companies should also allow consumers to sign up through third-party accounts, such as Google so that they don’t have to enter all of their information every time they want to log into the website.

Login Requirements

Lastly, companies can increase their conversion rates simply by not requiring consumers to sign up or log in to their websites. Plenty of businesses have noted that if they require consumers to log in before they make a purchase, the odds are that the consumers end up leaving instead.

The best way to avoid this issue is to let consumers shop through guest accounts that don’t require them to make their own accounts. They can also add optional fields in any of the sign-up or login forms to make it clear they don’t have to sign up just to buy a product.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.

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