When you lie awake at night, if you're not trying to remember whether you locked the front door, you're probably thinking about how you can increase conversions on your website.
It's a persistent problem. No matter how well you're doing, you can always be doing better, right? There's always that voice in the back of your head, reminding you that there are tactics you're not using, tactics that could boost your numbers higher than ever.
Good news! We've created a list of some of the less commonly used conversion opportunities that will not only set your site apart from the rest, but improve your conversion rate. Now, you can go back to sleep. Or find something else to worry about when you're wide awake at 2am.
Conversion Opportunity #1: Tweak Your Website with an Eye Toward Conversions
We know. Undertaking a website redesign is time-consuming, expensive, and a general pain in the rear. With that in mind, there are some simple things you can do to make your site more conversion-friendly that won't make you break a sweat or your budget.
- Improve your load time. The average web user expects a site to load in 2 seconds or less. If the page hasn't loaded within 3 seconds? They're gone. Worse? 44% of them are telling their friends about their poor experience. Do a test like Page Speed Online to see how fast your page is loading. If you're not happy with the results, follow the steps outlined by Kissmetrics to improve your speed, increasing your conversions and delighting anyone who comes into contact with your site.
- Make your site mobile responsive. We've said it before, but we're repeating it because it's so important: your website MUST be usable on mobile devices. This is no longer a fun add-on — it's required if you truly want to convert users. More people browse the internet on their mobile devices, including smartphones and tablets, than on a desktop. If your site isn't as beautiful on their phone as it is on their desktop machine, they're going to move on to someone who's offering the information in the format that works for them.
- Create a dedicated blog subscription page. You've worked hard to turn your blog into a valuable resource for people who visit your site. Show it off! A dedicated blog subscription page will give you the opportunity to give people a more detailed rundown of all the reasons why they should be notified as soon as you drop another nugget of wisdom— it's a lot harder to plead your case using the limited space of a sidebar form or in a pop-up.
Conversion Opportunity #2: Implement a Call to Action
You're producing valuable content, and some of that content is getting a lot of traffic. Do you have an actionable call-to-action (CTA) attached to that content? If the answer's "Nope," you're missing out on a golden opportunity to bring people who are actually interested in what you have to say into your fold of subscribers.
Here's your homework. Find the 20 pages on your website that have the highest traffic — you can use Google Analytics or, if you're a HubSpot user, they have a metric for that, too — and check them for CTAs. If you find that any of them don't have an eye-catching CTA with an easily-understandable direction for what the user needs to do, add one!
Conversion Opportunity #3: Create a Retargeting Campaign
An estimated 2% of customers will convert the first time they visit your website. What about the remaining 98%? Just because they weren't ready to commit the first time they visited doesn't mean that they're not interested.
With that in mind, utilize paid display advertising, like Google Adwords Display, to specifically target people who have visited your site or are already listed as a contact in your database. How? By using cookies to trail your visitors after they've left your site and placing ads on Twitter, Facebook or Google to encourage the visitors to come back again and view more content about the same topic.
Does it work? Yes. Retargeting can result in a 50% increase in repeat visitors, 300% more time spent on the site, and a 51% higher conversion rate — all by spending a little cash on ads targeted to people who have already expressed interest in what you have to offer.
Conversion Opportunity #4: Historically Optimize Your Content
You don't need to completely start from scratch to get more conversions. Instead, take note of your blog content that had high traffic but a low rate of conversion — this is the content that's a prime candidate for historical optimization.
Review the content. Look for dated references, statistics that could be updated, and information that just isn't accurate anymore. Brush up the language, update the links within so that it reflects the most up-to-date information available, sprinkle it with high-performing SEO keywords, and republish it with the current date. Boom! You've got "new" content with little effort on your part. And you're offering more accurate content to your audience. It's a win/win.
You'll be surprised at how well this tactic works. HubSpot's experiment with historical optimization resulted in triple the number of monthly leads, all generated from updated and republished posts.
Are you ready to increase your conversions (and get more sleep at night)? We'd love to help. Schedule a marketing consultation with one of Hudson Fusion's marketing pros today!