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27 & 28 MARCH 2019

ExCeL LONDON

3 Little-known Tricks to Double your Website Conversion Rate

Advertising is essential to get a business in front of potential buyers. But even the smartest advertising strategy may turn into a pumpkin, crashing against the poor conversion rate.

Henry Ford once said that the man who stops advertising to save money is like a man who stops a clock to save time. Still so true, but once it comes to online advertising, things got a bit more challenging than in Mr. Ford’s times. There’s a new king to the advertising kingdom, placing new demands to businesses: the conversion rate.

Advertising is still essential to get a business in front of potential buyers. But the magic of advertising only lasts until the moment when a visitor landed on your website. At this point, even the smartest advertising strategy may turn into a pumpkin, crashing against the “could-be-better” conversion rate.

Ultimately, no matter how many people clicked your ads and visited your website. What matters is how many of them performed the desirable action: subscribed, purchased, submitted a form. There is a ton of factors that influence the conversion rate. Optimizing for conversion means constant trial and testing of every little thing on the website: font color, picture size, button placement, page upload speed… Let’s be honest: most of small-and mid-sized businesses can’t afford something that time consuming.  

The good news is, there are ways to increase the website conversion rate with little to no time investment. Here are the 3 tricks that will help you boost conversion rate and get more sales out of your website traffic.

Facilitate a personal contact for those in doubt

People are quitting your website for a number of reasons. One of these: the information on the website is less complete and nuanced then it takes to encourage a purchase. Think of the visitors who are interested, but not convinced yet. How could you simplify the decision-making process for them right away, before they’re gone.

That’s where the communication widgets come into play. They are small graphic elements on the website that enable real-time conversation between a visitor and your representative. Widgets compel visitors to contact you immediately if they have questions or doubts, and facilitate an immediate contact when needed.

Live advice timely given works wonders with the “tell-me-more” type of visitors. Those who were about to live will turn to those who made a purchase, often in a single conversation.

Appeal to customers with different communication preferences

There are people that always prefer chatting to calling. Written word gives more control over the conversation and particularly appeals to those who use a foreign language for their inquiries. On the other hand, there’s a “calling-or-nothing” type of customers; people with a faster pace of life, to whom typing feels like a terrible waste of time.

To squeeze maximum sales inquiries out of the traffic you receive from your ads, make sure there’s a number of ways for your website visitors to contact you.

Back to web widgets, online chat is a good fit for the “writing” type of visitors, while the call-back widget works wonders with the “move fast, act quick” type.

Respond to inquiries the fastest you can

For almost a half of the US businesses, it takes more than a day to respond to online leads, according to a study from Harvard Business Review.

Are you in the same league? If so, be aware that you’re 60 times less likely to turn a lead to a sale than companies that respond to web leads within an hour.  

There’s a direct correlation between how fast you respond and how many of the leads become your customers. Search for a “lead response time” on Google, and you will find out that:

- 78% of customers buy from the company that responds to their inquiry first

- Sales conversion is 391% higher if the lead is contacted within the same minute that they submit a request;

- The odds to qualify a lead drop by 80% if the response time is longer then 5 minutes.

Responding within a minute (and keeping most opportunities to close a sale) is easier then it may seem. Even smaller companies may get there if they have the right technology in place.

The call-back widget is a good example of how the lead response time get reduced to a mere 30 seconds with zero effort. A visitor clicks a “Call me now” button your website, enters their number, in a few seconds their phone rings with the “Hi, how can I help?” from your agent.  A call is placed automatically – first to the agent, and, once answered, to the visitor. Both need only pick up and do the talking.

Paraphrasing the Henry Ford’s words, the man who stops optimizing for conversion to save time is like a man who stops advertising to save money. Optimization is a delicate and time-consuming process, with little to no shortcuts. Web widgets are a rare exception that increases conversion even where no other effort is taken. Advertising builds awareness and drives traffic to your website, but it’s only half a battle. Remember to take care of the second one, too.

Dzinga

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