The key to successful digital marketing is converting visitors into customers. Regardless how much traffic your website might be getting, you won’t be in business for very long if you can’t turn that traffic into revenue. While more clicks could lead to an increase in overall conversions, you’ll need to increase your budget for it. This can seem like a smart thing to do, until you reach your financial limits. Once your budget starts to plateau and drop, your traffic and conversions will likely follow suit.
The good news is that you have a better option—and that is to optimise your conversion rate. By getting more people to take action on your website as opposed to simply browsing, you won’t need to worry so much about increasing your traffic. You can work with your existing budget and get more value from your visitors.
Conversion rate optimisation comes with its own share of challenges, however. There are many factors that could possibly affect it so you should educate yourself on what these are. This is so you can address them while early.
1. Standard Calls-to-Action
You have probably tried changing the average “Buy” into something like “Get a Quote” or “Add to Cart”. These can seem insignificant but can actually work to boost conversions. Also, it is possible for you to go the extra mile with it. Take Dell, for example, who changed their “Learn More” CTA into “Help Me Choose”. This led to them making millions more in sales.
2. Inconspicuous Policies
No paying customer likes to find out that you have unique conditions for returns after buying. So, place your quality guarantee, privacy policy, and refund or return policy where buyers can easily access them. While most websites have them on the footer, you also can place them in the last part of the checkout process just to set things straight before a confirmed order.
3. Downplayed Changes
Sure, you might have hired a reliable agency to handle the digital marketing for you. But you need to pay attention on any changes made to your website so you can determine for yourself how they have affected your conversion rate. Then, you can give an informed opinion to your hired specialists to get even better results.
4. Aggressive Couponing
Nothing can be more distracting than being prompted for a coupon code when you’re trying to complete an order. Visitors can be tempted to place their order on another day and go hunt for a discount. This could potentially have them buying from another site altogether. If you really want coupon promotions, ensure the form field is inserted somewhere less prominent.
5. Excessive Fields
When trying to sign up for a newsletter, you do not want to be asked for your mother’s maiden name or the species of your first pet. You want to just fill in your email address and name then go. In other words, don’t make the subscription or registration process more complicated than it should be. Only ask for the bare necessities and keep fields to a minimum.
There are actually a lot more factors that could have a negative impact on your conversions. We just hope that what we’ve shared above could give you some idea about things you need to look out for.