“I got 100,000 web visits today!”
Well, good for you! But, how many of those 100K visits opted for your products or services? You’d expect that a huge amount of web traffic would result in increased conversion rates, right? But, what if it doesn’t? Why is that?
Your intention to bring more traffic to your site is on point, in fact, every serious business should consider scaling the site for high-traffic spikes and conversions. However, in order to grow your business, you need to turn your web visitors into clients.
There are many factors that can influence the decision of users to bounce off your website and never visit again. Suppose that your homepage and service pages are not aligned with your inbound marketing goals. Additionally, your content is not properly spread out throughout your site, so in turn, you can’t highlight the main benefits and selling points of your products.
With that being said, there are plenty of ways to keep and start converting first-time web visitors into your clients and make your website profitable in the process.
1. Segment Your Target Audience First
Consumers know what they want and need. By accurately segmenting your target audience, you can give consumers exactly what they want to see in terms of content on your website. By taking your time and making an effort to segment your audience based on different factors such as demographics, problems, needs, and psychographics, you’ll lay the groundwork for an increased conversion rate.
First, define the characteristics of your target customers:
- Demographic – You segment by personal characteristics such as age, gender, marital status, ethnicity, education, occupation, etc.
- Geographic – By country, region, city, county, etc.
- Psychographic – Their personality, values, lifestyle, attitudes, interests, and opinions.
- Behavioral – How they use/would use your products/services? What benefits are people looking for from these products?
Next, segment the traffic that you’ve already received on your site to find the users that are aligned with your target client persona. For the purpose, the easiest way to perform this is with Google Analytics.
Go to Audience > Overview and click on ‘Add Segment’:
In the Segment dashboard, you’ll have various choices. In the View Segments section, you can select All, System, Custom, Shared, Starred, and Selected.
If you want to work with an existing segment you can import it or create your own new segment by clicking on ‘New Segment’
To increase the conversion rate from existing traffic, you need to analyze your Organic Traffic segment.
Select Organic Traffic and go to Apply
Here, you’ll find the segment summary and the categories that you can use to define the segment.
As you can see, segmentation doesn’t have to be complicated. Furthermore, in GA, you can check the following segments:
- Traffic Source: Helps you learn users’ offsite behavior. From where do the users come from, and how do they learn about you?
- User Type: Are they new or returning visitors? Do they open the site from smartphones or laptops? Are their sessions long or short? Do they open one or multiple pages?
- Location: To comprehend the users’ demographics better.
- Content Viewed: To learn more about visitors’ onsite behavior.
- Engagement: To measure how much your content captivates them.
To learn how to create your own segments and custom reports, visit this guide from Search Engine Journal.
2. Test Your CTAs
CTAs work and they can be extremely effective for your conversion rate. You just need to find the right formula for your website.
But first, to understand why your current CTAs don’t bring results, conducting A/B test is a must.
In the HubSpot A/B test above, the colors they chose for both versions of their CTA were red and green. The rest of the content is exactly the same on both pages.
The color green is associated with nature and a clean environment. Red communicates excitement, passion and also, warning, which is why it is used for stop signs and traffic lights.
They ran both test pages for a few days. Their result was that the red button outshines the green button by 21%. And a 21% increased click-through rate of the action button can mean that other important metrics are also increased too. Even if both versions of the page received the same amount of traffic, the page with the red CTA is definitely the more efficient one.
This is why a quick A/B test of your CTAs matters. Just like every other element of your website, you can take advantage of an A/B testing process to see which call-to-action performs the best. There are numerous A/B testing tools that you can use for this purpose and many of them are outlined in this mammoth A/B testing guide from CrazyEgg.
There are 2 main types of call-to-action that you can use for your pages:
- Primary: As the shortest path to converting leads. In most cases, these messages lead to the services/products page, or to a contact form.
- Secondary: Alternative messages that can reinforce the connection between your business and the users, and generate and convert leads down the funnel.
3. Leverage Live Chat
What if users go away because you don’t have someone to answer their questions straight away? After all, your website needs to work for you 24/7/365 and 51% of consumers expect your business to always be available just confirms that. As a matter of fact, 79% of users expect their questions to be answered quickly by live chat on websites.
Live chat can help you form relationships through immediate communication and grow your business in the process. Almost 80% of users won’t make a purchase on your site if there’s not a live chat available for them.
This means that when prospects start to browse your site and convince themselves to opt for your product or service, you need to be there to help them out with a live chat, just like you would if they entered your physical store!
Your web visitors need an instant response to their questions, and by using live chat, you can provide that within seconds and keep them on your website. This adds to the entire customer experience and satisfaction rates, and if you want to convert web visitors, you can’t ignore live chat and support.
Now, you might be wondering, how would I integrate such complex live chat software on my website? The good news is that implementing live chat in WordPress is relatively easy, and it can be done through some of the following plugins:
4. Use Social Proof
Do you want to convince the prospect to take the desired action when landing on your site? Wondering how?
Well, there’s nothing more convincing than following the crowd. They’d rather read a review that try out a website without testimonials and another form of social proof.
Social proof tells people that others have enjoyed the benefits of your services and content, and if other customers are feeling positive about you, you can expect new page visitors to feel good as well.
A Consumerist study indicates that up to 70 percent of online customers check product reviews before they decide whether or not they should buy a product. As a matter of fact, consumers trust product reviews 12 times more than they trust product descriptions.
If you open our homepage, you can see various forms of social proof.
This is an excellent way to convince people that what we do works for our clients. If you scroll further, you’ll see another example of social proof.
Some of the most eminent websites in the world recognize our work and contribution. Quite convincing right?
There are 6 main types of social proof:
- From Customers – Comes from your existing customers and can appear in the form of testimonials and case studies.
- By Experts – Social proof that comes from valid experts in your industry, and from experts that use your product.
- Referrals from Friends – Friends encouraging other friends to purchase a product or sign up for a service.
- Ratings and Reviews – Testimonials, experiences of previous customers and ratings.
- Social Media Proof – Social media following, social media posts, social presence, and engagement.
- Certifications – Proof that comes from a trustworthy organization or source that certifies you as an expert in your industry.
To learn more how to develop and spread these types of social proof across your website and social media, read our article on building social proof for growing businesses.
5. Provide Case Studies
When you speak through case studies, you demonstrate your workflow and solutions without sounding pushy. By looking at case studies, prospects can trust you more and they’ll know that you can deliver results.
People, who have similar problems like the ones that are stated and solved in the case study, will recognize the value that you can provide and as a result, enter your sales funnel where you can convert them into possible clients.
Once you have a case study, you can even repurpose it in other forms of content. You can also create a video out of it, prepare a talk or presentation for a conference, and provide your sales team with the stats that will help them convince the prospects.
To learn how to write amazing case studies, read our guide to writing B2B case studies.
6. Give a Free Trial
If you can offer an online product that people can try before committing to r your service, go for it! With free trials, people won’t feel pressured to sign up or purchase immediately, they can test drive your service, and the solutions that you provide.
But, you should be careful with free trials. Don’t lure people to give you their credit card details only to lock them as your “customers” when that’s not what they wanted in the first place. Even though receiving payment details is 90% of the conversion, you risk deterring customers by asking payments too soon or not providing the trial without it.
According to a 2016 SaaS metrics report from Totango:
- 62% of companies get 10% or more clients as a result of free trials.
- 16% of companies get more than half of their new clients from test drive offers of their products.
To learn how to increase free trial signups and conversion rates in the process, we recommend the following guide with proven strategies from Optinmonster.
The Fear of Missing Out (FOMO) is an anxiety that is present among people that don’t want to miss out on a trend or bargain opportunity. You can take advantage of this psychological phenomenon to increase the conversion rate of your website.
One way to use FOMO is by using a tactic that we’ve mentioned above – social proof. Like we said, with social proof, users can trust you more and will want to follow other users that benefited from your product/services.
Another excellent FOMO tactic is using countdown timers that express urgency and scarcity. The sense of urgency is what triggers the fear of missing out of a good deal that helps them make a buying decision.
You can use FOMO for promotional campaigns, limited time offers, seasonal sale campaigns, one-time discounts, and much more. Optinmonster effectively uses their own plugin for the upcoming holiday season to convert more web visitors and push their products.
To learn how to use their plugin to develop FOMO and sense of urgency on your WordPress site, visit this guide from WPbeginner.
8. Check and Optimize Your Landing Pages
Landing pages are an integral part of your conversion rate optimization strategy. This comes as a result of the landing page structure itself – it is created to be effective and actionable for users.
When people “land” on your landing page they can either click on your CTA link/button or fill in the lead capture form with their name and email address.
To optimize your landing page effectively, just like with every page from your website, first, you need to define the landing page goals that are aligned with your ideal target audience. We talked about segmenting target markets and defining buyer personas at the beginning of this article, and after you have defined the segment, you need to start working on your landing page strategy.
Your target market has its own preferences, interests, and expectations regarding a given product/service, so you need to make sure that you have that information covered in details before you develop your landing page.
The following are the stages that users go through before and after they visit a well-optimized landing page:
- Discovering a Need: They have a problem that needs a solution.
- Researching: People want to learn more so they compare solutions and products, read user reviews and collect information.
- Ready to Buy: At this stage, people know where to go to buy the product.
- Buying: Now that they’re convinced, people place an order, click the CTA or physically buy the solution.
- After Purchase: This is the experience that the user has after the purchase it often includes whether the product has been useful and whether the entire buying and customer experience is on point.
You need to know how to address each of the concerns above. Make sure that your product/solution fulfills a need or solves a problem before you develop the page.
A successful landing page must be directed towards a specific target audience and those that have already performed an action such as clicking on an email link or opening a promotional link on social media.
Think of the end goal when you develop and optimize your landing pages. Ask yourself:
- Why do I need this landing page?
- What is the main goal of this landing page?
- What is the action that I want my target users to take?
- Why the action that the users take matters for my business?
To proceed with the development of stunning landing pages that convert, make sure that you read our detailed guide to creating landing pages for your marketing campaign, as well as learn more about the elements of landing pages that convert.
The advice above is just the tip of the iceberg when it comes to website optimization, developing marketing campaigns, and increasing conversion rates. Having a convincing copy with clean design and a defined conversion path is what will ultimately capture and keep your web visitors as clients.
The amount of traffic is irrelevant when it comes to business development because the percentage of traffic that makes you money is what counts. Go through this article again, as well as the other links that we’ provided for you. Tweak, test, and use the tips above to turn your web traffic into profit!