We are always trying to find the best for our websites so that the customer engagement may increase and lead to high onsite conversion. There are numerous articles all over the internet with tips and tricks, but do they really work? Improving conversions is only difficult if you make it difficult. There are proven ways that can considerably improve the conversions and are not so complicated either.
Here are 3 ways that help improve onsite conversions:
Test Your Copy
Copy can greatly impact customer engagement and conversion and therefore demands extra focus and effort. One word or a different phrase can really make a difference. Any good copy may seem like it will get the user to complete the action you desire but what if there is something even better? This is where you can A/B test you copy writing and the results may amaze you.
Through testing different copies, you are sure to know which one works better with your audience. As a result, you not only increase onsite conversion but learn a great deal about your audience. Here is an example about how copy can really be the difference between something that works and something that works twice as more. Look at the following two sentences:
Download the book now and get success with your small business
Download the book now and win with your small business
At first glance, both the sentences convey the same meaning. But the second sentence has a higher chance of making the user click and download. Why? Because the word ‘win’ has more power and impact on the audience than ‘success.’ It is these small tweaks in your copy that can really make a difference. And if you don’t experiment and test your copy, you will never know what sort of thing will work.
The key here is to entice the customer by showing great benefit in carrying out the action. Simply put, it is a weight battle of benefits in carrying out the action and ignoring it. Your words should be persuasive and hit the nail on the head. Testing with different copies is a great way to collect information about your visitors. It will only improve your copywriting and with time you will know what captivates your audience and pushes them to carrying out the call to action.
There is a lot you can find about writing an effective copy. This video shows some tips to improve your onsite copy and eventually improve your ranking as well. Besides conversion, a good copy can also improve your website’s ranking and a high ranking means more visitors to your site and more conversions for you. It is a definite win-win scenario with high quality copy and testing it with alternatives.
How often do you buy something without investigating much if you see a friend buying it? Surely, many times! What do salesmen say when you ask them which product is better when you are stuck between two choices? They usually tell you that one of the products sells more and you immediately waver towards that. Why and how? You have proof that a particular product is better because a lot of people buy it or may be your friend buys it or someone you admire, for example a sports star, buys it.
This proof is a great asset to increase conversions on your website. Now instead of a salesman, your website will have a small text saying that this product was bought by this many people. This is far better than simply asking to buy a product. It will persuade the user to click and perform the desired action because now they see the proof and trust it.
Reputation is another aspect to look at in this matter. If you have someone reputable and famous as part of the proof, your conversion rate is likely to boom. It works in a similar fashion as a TV advertisement with a famous celebrity, only you do not have to pay thousands of dollars. If your product is used by a reputable firm, mention that with the call to action and you will see improved conversions.
This social proof does not have to be complicated. You just have to use what proof you have and will work for your product and keep it simple, straightforward and visible. The proof can be used as a personalization tactic as more people respond to content they relate with. For example, the proof could show that the action was completed by people in the same area as the visitor.
Better Internal Site Search Improves Onsite Conversion
Internal site search is often forgotten in the game of conversions but it is a vital tool. 30% of visitors to e-commerce websites use internal search bar of the site, according to eConsultancy. It can be used to one’s advantage and improve conversions by providing better and persuasive onsite search. According to this analysis, Screen Pages shared the statistics about 21 businesses and one of them generated nearly 40% of revenue from visitors performing onsite searching.
In order to increase conversions with internal search, you have to improve the searching experience. The most important thing is the search bar. It should be prominent and easy for visitors to locate and use. Use the searching keywords to direct visitor to your conversion point. If a visitor is searching for a mobile, include in the results things similar to mobiles that you are trying to sell. If you have an offer on a tablet, the search result can feature that and take the customer to the tablet even though they were interested in mobiles.
Suggestions and filters are absolutely vital in using onsite search, especially if you have dozens of categories of products. The control should be given to the customer through the search but in a way that is beneficial for both you and the visitor. Suggestions as well as filters on the search bar can lead the visitor to the desired page which in turn could result in fast conversions. If you do not have the product the user is searching for, the search result should feature similar products or most frequently sold products instead of showing no products.
You can see optimized conversion as a result of better internal search. The sad part is that businesses do not focus on internal search as much as they focus on other things. Internal search is a great way to learn about your visitors, what they are looking for and what is their behavior? You can enable site search tracking with Google Analytics and use data to learn about the search patterns and keywords.
In order to stay ahead and maximize onsite conversion, the best way is to stick to what you know will work. It does not hurt to experiment once in a while but for other times, the above three methods present a proven way to increase conversions. Words really matter and a good copy can take your conversion rate to a new level. Giving your audience a little nudge with the help of social proof is another viable method. Lastly, an improved on site search can result in improved conversions. One thing to note about all three ways is that they also allow you to learn about the audience, and using that data, you can become an expert at onsite conversion.