Tag Archives: conversion rate optimisation

Bounce rate

Fix Your Bounce Rates, Improve Conversions

Conversion rate optimisation focusses on getting your user to make that next crucial step in the sales funnel. This is the goal of conversions. Therefore the next crucial step that you wish the user to take could be one, and preferably more, of the following:

  • subscribing to email marketing
  • completing the online contact form
  • watching a video
  • downloading a product spec or service guide
  • clicking social media buttons such as Facebook, LinkedIn, Google Plus or Twitter
  • clicking to engage in a live chat with an online rep; or
  • making a phone enquiry

However if your bounce rates are low, these goals cannot be achieved and you will need to spend the time to improve the length of time a user spends on your site or on different pages of your site.

So how do you fix your bounce rates and keep the user on your site for longer?

Here are some easy solutions that are quick to implement and will make a world of difference to improving your conversion results.

Improve Your Call to Actions

If there is no visible call to actions then chances are the user is struggling to decide what to do next. Your goal is to guide them into taking the step you wish for them to take. If your goal to get users to sign up to your email marketing, then make sure this subscriber box is visible, eye-catching with great copy. You need to do everything you can to entice the user to provide their email address. Nowadays it is common to offer something for free to encourage users to sign up. Thus “Subscribe now and get your Free e-Book” is much more attractive than “Subscribe Now”.

Website Design is Essential

Remove any emotional attachment that you may have to your website and take a good long hard look at it objectively. Is the typography easy or hard to read? Are the colours complementary or are they doing an injustice to your brand, product or service? Is the information displayed organised and orderly or is there too many blocks of content? How easy is it for a user to navigate through your website? Like with anything in life, people will judge a book by its cover and so it is important to always put your best foot forward and wow the user as soon as they land on your website. Spending the time and money to get the design and layout right will pay dividends in the long run.

Search Relevance

If your websites’ message and content is unclear, inconsistent, and irrelevant or unrelated, you will find that users who are searching for information on a particular subject matter will move on as soon as they realise it is not what they are searching for. Ensure that each page of your website is clear in its purpose and in the message it is trying to convey. If you are selling a service, ensure that there is a page for each service you are providing. For example, rather than having a website that details natural therapy, it is wiser to have a page for each of the natural therapy services you provide such as homeopathy, naturopathy, kinesiology and acupuncture etc. That way if a user is searching for a specific term rather than a broad term, they will find exactly what they are after.

So if you want to improve your conversion optimisation, let ConversionLabs show you how it’s done! Take advantage of our free strategy session and contact us on 1300 807 808 today or complete the online form now!

Online Sales

Increase Online Sales Leads in 6 Easy Steps

Many businesses often come to us complaining that they have spent a small fortune on building their website and then they don’t get any traffic, or online enquiries or phone calls. Some business owners will come to us and tell us that they get the traffic but they aren’t making any sales for the high volumes of traffic that are coming through their website.

If you find yourself in one or both of these scenarios you aren’t alone. You join thousands of businesses also facing a similar situation.

So we’ve put together a list of 6 sure-fire tips to help increase your online sales leads and thereby improving your website’s overall conversion optimisation.

1.       Build an engaging website

We’ll say this once and then we’ll say it again; the design of your website can either help to make a sale, or hinder one. If your website is not engaging, poorly designed, badly written, too complicated, too ‘busy’ or designed in a way that is not consistent with your brand/product/service then you have a problem. You’ve got two choices. You can either fix the existing website. Or you may just want to start from scratch.

2.       Call to Actions

Many of our clients throw so many Call-to-Actions (CTAs) on a page that it can get a visitor confused and can actually encourage them to do the opposite of taking an action – they become paralysed because they don’t know exactly what to do! So rather than placing 5 CTAs on a given web page, select up to 3, rank them in priority and then create a strategy around:

  • where you’d put them on the page (the bigger the button is and the higher up it is on the page demonstrates its importance)
  • the colours you use,
  • the copy i.e. ‘Subscribe now’ as opposed to ‘Subscribe today and get your free e-book”

3.       Compelling product pages

Whether yours is an e-commerce website or whether selling products online is just one component of your business, you must ensure that your product pages are so compelling that your visitor will want to take that next step and actually make a purchase. This means you need high quality images, detailed descriptions, reviews, ratings and any other information that will help them make a purchase.

4.       Easy shopping cart process

The only way you will get a feel for how easy your shopping cart process is if you actually walk through the step as though you actually are a customer. How easy is it to check out? Can the checkout process be simplified so that there are less clicks and less items in which a customer will need to complete? The last thing you want is for all your hard work to get a visitor to the point of purchase only for them to abandon the shopping cart because it is too hard.

5.       Gain your customers trust

Think about it: if you are making a first time purchase from a brand you have never heard of or considering using a service that you have never used, you want to trust that you are making the right choice. As a business, you can help guide a customer’s decision by making it easier for them to access real customer feedback, user reviews and testimonials. Also ensuring that logos of professional memberships, associations and networks you belong to and even logos of businesses you currently partner with are placed on your website helps gain credibility

6.       Show your commitment to service excellence

There are times when a website visitor will have more questions about the products or services you offer that are not necessarily answered in the FAQ section or any other part of the website. This is where having a good chat program can help improve your visitor engagement by helping to answer their questions and showing them that you care by offering them service in real time.

If you’re ready to let ConversionLabs take a look at your website and help boost your conversion optimisation, obtain more lead and enquiries, increase sales and improve your bottom line, contact us now on 1300 807 808 and get your obligation-free strategy session today!

Call to Action

Developing Bullet Proof Call-to-Actions

Is your website arranged in a way that encourages a visitor to purchase online; make a phone enquiry;submit an email enquiry; or sign up as an email subscriber? If sales enquiries haven’t picked up then it may be that your website has poor call-to-actions.

Your website should be developed in a way that makes it easy for a visitor to make that logical next step.

So here is what you can do to develop killer call-to-actions (CTA) and help turn your visitor into a customer.

Contrasting Colours

Your call-to-action button should use contrasting colours so that it stands out from the rest of the page and makes it easier for visitors to distinguish it from the rest of the page. By using contrasting colours, it highlights the CTA button as significant and relevant. Some common contrasting colour combinations include:

  • Blue / Yellow
  • Yellow / Purple
  • Magenta / Green
  • Red / Aqua
  • Orange / Blue
  • Green / Red

Bear in mind that although using contrasting colours will draw the eye to the CTA, it still needs to fit with the organisation’s brand and overall website design.

Effective Copy

When developing a CTA you will need to create copy that is compelling. ‘Buy Now’ is very popular copy that is widely used. But why not use more enticing copy such as ‘Add to cart – save 10%’ or ‘Buy now – get free shipping’. And instead of ‘Enquire Now’ why not try ‘Get your free quote’. Good copy is essential as it can incentivise a customer make a purchase or take that next natural step!

Match CTA with Page Content

It is important to have at one CTA for each page of your website. However when adding a CTA to a page it is important to consider the content and choose a CTA that is relevant and a natural next step for the visitor. Most organisations will assume ‘Buy Now’ should feature prominently on each page because getting a visitor to purchase is the primary concern of most businesses. This may be true but it may not make a whole lot of sense if the page is a ‘Contact Us’ page. It would be more relevant to put an ‘Enquire Now’ CTA button instead.

Secondary Call-to-Actions

Although it is encouraged to have one call-to-action button on each page of your website, there will be times when a secondary call-to-action button is necessary, especially for home pages and landing pages. You can prioritise your CTA’s by the use of colour and size of button/text box to highlight its prominence on the page. For example, you may feel that it is more important to have a customer submit an online enquiry rather than phone you directly for an enquiry so your submit CTA uses a larger button, is displayed at the top right hand side of the page and stands out using contrasting colours. The phone CTA is much smaller, text is also smaller and it is displayed beneath the first CTA.

So let ConversionLabs diagnose the health of your call-to-actions and contact us now on 1300 807 808 and get your obligation-free strategy session today!

Conversion Mistakes

Avoid These Common Conversion Mistakes

Website design is crucial to conversion optimisation as it is what the visitor experiences when landing on your page that will determine whether they will be more likely to make a purchase make an enquiry or subscribe.

Many web designers build a website that may look amazing, but actually lowers the conversion rate. So we’ve provided a list of the most common conversion mistakes that we at Conversion Labs often come across. Avoid these mistakes or fix them – and improve your conversion rate dramatically!

Poor Call-to-Actions

A call-to-action is a button, banner, box or graphic that is encourages a visitor to click and continue through the conversion sales funnel. There are websites that have been so poorly designed that there are no call-to-action buttons visible at all and thus, once the visitor lands on the site, is not prompted to take any action at all resulting in a the loss of a potential customer.

A poor call-to-action button is better than none at all, but this doesn’t necessarily translate to better conversion outcomes. For example if your call-to-action is “below the page fold” which means the area that the visitor see on their browser before they have to start scrolling down, this could be killing your conversion rate. To avoid this, all you need to do is ensure that the button can be seen above the fold.

Also if your call-to-action is not clear or has a wishy-washy purpose then your conversion rate could also be affected. Does the call-to-action button stand out from the page, in a bold contrasting colour? Is it too generic? For example, using the term ‘Call Now’ doesn’t work as well as ‘Call Now for Your Free 30min Consultation’.

Design Inconsistencies

Websites needs to be designed with uniformity and consistency or a visitor will immediately be turned off when they land on your page. What is happening further down the page should have some connection with what is happening at the top of the page. The font, font size, text, colours, images, graphics, banners and call to actions should come together in a way that reminds the visitor why they are there to begin with!

Visual Clutter

Some websites are so amazing to look at with interactive images, animated graphics, sliding banners and so on that you would think the web designer is going for Cool Website Design Award! Some designers forget that the design still needs to be usable. Too much going on can cause a visitor to lose track of why they were there to begin with and distract them from your call-to-actions which is meant to prompt them further along down the conversion funnel. So avoid a visual circus on your website and keep your web designer to the task at hand – conversions!

No Cross-Browser Testing

You’ll be surprised how often we find websites not being tested for functionality and appearance across all the major browsers. If a website looks poor or isn’t working the way it should, this has an impact on conversions. Make sure you do cross-browser testing using tools such as BrowserStack and ensure that your website looks uniform across all the major internet browsers including Firefox, Safari and Internet Explorer.

‘Wordy’ Content

Online reading behaviour is different to normal reading behaviour. Website content that is straight to the point, shorter sentence structure, bold headers and bullet points work well for online users. Long blocks of content can cause a visitor to lose interest and move on from the page. So stick to content that your visitor will easily connect and engage with and remember that less is in fact more!

Find out how ConversionLabs have helped countless Australian businesses to improve their online sales leads, enquiries and overall conversion rate by calling us now on 1300 807 808!  

Conversion Tracking

The Ins and Outs of Conversion Tracking

In the world of online marketing, data is everything. Your numbers will tell you how many visitors are visiting your website on any given day. It will provide you with information on the pages most visited. It will also tell you how relevant the page is to visitors in the form of ‘bounce’ rates. So in effect, knowing your numbers is the key to growing your business.

The first thing about conversion tracking that you must know is that you will need to commence an AdWords campaign because this particular advertising product allows you to review visitor actions on your website and tracks sales.

So what is AdWords?

AdWords is a Google product that allows a business to advertise through the use of links that helps to boost their website traffic, leads and sales.

When businesses implement AdWords and spend the money to advertise, they usually want to see results in the form of sales leads and enquiries, an increase in visitors to their website and see a return on their investment.

So how do you track conversions?

The great thing about your AdWords campaign is that there is the ability to track conversions – which means that you can look at your data and analyse sales, leads, page views, signups and downloads so you can further develop your business strategic plan.

To provide a high level explanation, tracking works by using a unique piece of html code that is placed on a confirmation page or ‘thank-you’ page of your website. This page appears after a customer completes a desired action on the website. The unique html code placed on this page is recognised by the AdWords User Interface and thus a conversion is recorded.

So how does it differ to Google Analytics?

Google Analytics is a dashboard that provides you with valuable data about visitor behavior and traffic for your website. It provides you with daily updates around important metrics such as:

  • Bounce rates
  • Average time visitors spend on your website
  • Referral traffic from social media, direct traffic and other
  • Which part of the world the visitor is from
  • Graphs so that you can visualise spikes and dips in visitor traffic

Although it provides you with fantastic insight to your website across the board, it does not track conversions. So by adding conversion tracking, you are essentially providing your business with more valuable data and thus further insight into the behavior of customers, which will only lead better strategic decisions.

Advantages of conversion tracking

There are numerous benefits of conversion tracking:

  • Provides invaluable data that allows you to make more informed business decisions and plans
  • Helps you to understand what keywords and Adgroups are most effective
  • Assists in justifying marketing and advertising expenditure
  • Allows you to conduct A/B testing if you are looking to make changes to the website, UI or test new ads
  • Captures vital information about your customers demographics, spending behavior and allows you to add them to your customer database
  • Identifies any ‘leaks’ in your sales funnel

If you’re interested in how AdWords will increase business sales and prospects, why not contact us at ConversionLabs and get your free strategy session today! Contact us now on 1300 807 808 or complete the online enquiry form!

User experience

Why User Experience (UX) is Imperative in Conversion Optimisation

In conversion rate optimisation, what matters is not the numbers of visitor traffic that land on your website (although it is brilliant if that traffic number is high). What really matters is what happens after the user lands on your website!

And this is where the User Experience comes in.

So what is UX?

In essence, the User Experience (UX) in the digital world is what a user experiences when they reach your website.

Although the User Interface (UI) has a direct role to play in what the User Experience is, it is not actually the experience itself.

What is the difference between UX and UI?

UI focusses on what the user actually sees. It looks at the actual design of the website such as layout, use of particular colours, font style, text size, placement of call to actions and web content including text, images and videos.

UX on the other hand focusses on the user’s direct experience of the interface design, or in other words, how they interact with the design. If UI correlates to what the user sees, then UX correlates to what the user feels. Are they strongly against the colours you have used? Is the size of the text appropriate for them? What emotional responses are triggered when they read your headlines and content? And are the call-to-actions relevant or are they just confusing?

The role of UX in conversions
In conversion optimisation projects, when you consider how to improve conversions, this always starts with the trying to understand your user and designing the website in such a way that you can shape and anticipate the user experience.

Rather than looking at your website from your own perspective – you put on your visitor’s cap and shoes and walk through your website from their perspective.

By tailoring the website to the visitor and your target market, you are proactively communicating with them through visual design and usability. And in doing so, you are more likely to engage them which means that they will be more inclined to:
• make an online enquiry
• make a phone enquiry
• subscribe to your email updates
• ‘Like’ you on Facebook
• follow you on Twitter, Pinterest or Instagram; or
• purchase something (ultimate goal!)

Some things to consider:
• Is there “too much going on” on your website that it confuses the user?
• Are the colours on your website appropriate for your product/service and intended target audience? For example, is the use of a bold colour more preferable to a softer colour?
• Is the font size and style make the website easy or make it hard for the user to read?
• Are the images on the website relevant and do they evoke the intended emotional response?
• Is your website easy to navigate? For example, is the menu in logical order and are all applicable links “clickable”?

As has often been said in life, to understand someone else’s point of view you only need to walk in their shoes. So have a look at your own website, put on your “visitor’s” shoes and take a “walk” through the pages of your website. Whether you find things that only need to be tweaked (say changing the colour palette) or whether you decide to do a major overhauled (like a complete web redesign), at least you’re starting to think more like your target user and a little less like yourself – and that’s a good thing! In terms of conversions anyway!

Creating a Compelling Unique Selling Proposition

In the land of conversion optimisation you will often hear online marketers spruiking different buzz terms and phrases. One such phrase is “Unique Selling Proposition” known by its more common acronym USP.

Although it may seem that the digital age created this concept, it is actually a familiar concept within the marketing world. Historically, this phrase was coined during the rise of the advertising era in order to get customers to switch brands.

So what is it?

In basic terms, a unique selling proposition is what a business offers to customers that are unique or different to its competitors. A unique selling proposition is the direct answer to the question:

What is your business’ point of difference?

In essence, by answering this question, you will give rise to what gives your business its competitive advantage and why customers should be loyal to your brand.

So how do you go about creating a really strong USP for your business?

First let’s set the ground rules. A Unique Selling Proposition is NOT:

  • just a tag line;
  • what YOU think is unique but what your target audience may think is unique; or
  • necessarily something that has just been invented or new or completely 100% unique

In order to create a USP, it is imperative that you consider what sets you apart from your rivals. Here are some points you will need to ponder:

  • Who is your target market and what do they care about?
  • What are your core products’ attributes and features?
  • What is it about your service delivery that characterises your business?
  • Is there anything about your personal story or business story that makes you stand out?
  • How does your goods or services benefit its’ target market?
  • Are there any distinguishing steps in the production process?

After considering the answers to each of these questions, you may have come up with a few things that could be used as your unique selling proposition that will help customers identify your brand compared to others.

So here are some examples to help jump start your imagination and help you flex your creative muscles:

“Established in 1901, we have helped more than 50,000 businesses…”

“We are the sole distributor in Australia of these exclusive…”

“We stock only Australian Certified Organic products…”

“Fair trade, ethically produced and sustainably manufactured…”

“We have never lost a client to a competitor – ever”

And now it’s your turn to have a go. How will you answer when someone asks you what your business’ unique selling proposition is?

This topic was also covered in our most recent Online Marketing Intensive Workshop held in Melbourne. To learn more about conversion optimisation, please view the slide share below:

Conversion Rate Optimisation for Beginners – Part 2

You’ve read Conversion Rate Optimisation for Beginners Part 1 and you’re keen to learn more.

Good for you! We’re glad you’ve come back for more! And for those of you who didn’t get around to reading Part 1 of this blog series, you can do so by clicking here.

Just to recap, you would have learnt about some central themes and commonly used jargon in the conversion optimisation world such as:

  • Killer Landing Pages,
  • Website Design,
  • Call-to-Actions (CTAs); and
  • Credibility Indicators

You’re starting to get a better understanding of how all of these things together play an integral role in not just attracting a visitor to your website and improving their journey, but helping them take those important next steps and turning them into qualified leads and customers!

So here are some more tips to help you increase your conversion optimisation.

User Experience Interface

This involves how your user interacts with your design. In addition, this also means understanding what the user’s state is when they get to your website, what their previous experiences have been, how your website has been designed to engage them and in what context they are visiting your website. By understanding this, you will not only be able to create a web page that will appeal to them, but you help to design a web page that will encourage them to take the steps you want them to take. For example, by repeating your call to action on a particular page will incite a different emotional response compared with if you just displayed it once.

Usability Testing

When revising your website to take into consideration these conversion principles, it’s extremely important to test its’ usability. Like other products and services on the market, usability testing provides you with an understanding how likely your target market will ‘use’ the product or service. So if you revise your web pages, you will need to evaluate how a user will interact with the new version. You can do this by taking advantage of the Google Analytics data to provide an understanding of traffic numbers and bounce rates. You can also use heat maps which will give you a visual representation in colour of what pages or items on a page is viewed more or less of.

A/B Testing

Another way to determine whether changes to your website will enhance conversion optimisation is to use A/B testing. A/B testing ensures that you receive quality data that will either support or disprove a particular idea. This is also known in marketing circles as randomised controlled experiments. Essentially the purpose is to test the two versions of the web page. So you will conduct an experiment with one web page being the “controlled” version or “Version A” if you like and the other version of the web page as the “variation” or “Version B”. You can put to test anything on a web page such as the colour of a particular button or even which type of call to action button works better. By conducting A/B testing you’ll be able to identify what will engage your web page visitors best.

Mobile Optimisation

With the prediction that the internet will be primarily accessed through a mobile, outweighing laptop and PC usage, it is little surprise that increasing numbers of businesses are creating “mobile sites” to engage their users. Given that mobiles are hand held devices with a screen as large as your palm, it is important that you optimise your mobile site so that it is simple, straightforward, uncomplicated and clear. The checkout process should be uncomplicated and considering drop out is also key. This means testing which hand held mobile devices have a higher dropout rate trying to improve this.

So we hope that this series has helped to shed some light on conversion optimisation and helped you to understand why conversion optimisation is essential if you want to take your business to that next level!

Conversion Rate Optimisation for Beginners – Part 1

You’ve heard about conversion optimisation before but do you know how important it is for your website? A recent industry survey revealed that conversion rate optimisation (CRO) has been voted as the top priority for digital marketers in the second half of 2013.

Of course Search Engine Optimisation (SEO) is extremely important for any website that wants to stay competitive on the online platform, but you can’t discount the fact that conversion optimisation is a crucial component of an in-depth digital marketing strategy.

Why?

Simple. Think about it this way, even if you’ve got 50,000 visitors on your website a day, it wouldn’t do much for your revenue if they don’t reach the end of the sales funnel.

So, in order for you to turn your visitors into buyers, you need to make sure that your website has the ability to convert!

If you are still fairly new to conversion optimisation, you’ll find the following tips extremely helpful in getting you started.

Killer Landing Page

The credibility of your landing page(s) is highly important because it is the first thing that your target audience will see. It has to be extremely appealing to your visitors and the first thing you would want to think of is your content.

Content is great for SEO and it truly helps with CRO as well. Run a quick website analysis and see if your content is clear and concise. Create content that defines your products, brand and services, and make sure that your content structure is constructed with proper headlines, headers, bolded elements, images and so on. This will give your visitors a clearer path that will lead them deeper into your sales funnel.

Website Design

Your web design has to be clean and each element has to be organised properly if you want to give your visitors clarity. It helps visitors to find important information (headers, headlines, etc.) quicker and make important call-to-actions more visible. Also, it is highly advisable that you use a responsive design approach because it can easily adapt to mobiles as well. And don’t forget that most people are on their mobiles these days to shop of look for information. If your mobile website isn’t optimised for the small screen, there is a high possibility that your potential customers will “bounce” from your website to another competitor’s.

Call-to-actions

CTAs is another crucial factor that helps with conversion optimisation and the problem with most websites is that the CTAs (buttons, subscriptions, USP, contact form and many more) are not positioned well enough. Strategically positioned CTAs can do wonders for your conversion rate and the general rule of thumb is to place them above the fold (top of the page).These “visual cues” are designed to subtly encourage your visitors to keep moving along the sales funnel until they reach the end of it.

Credibility Indicators

Remember to add credibility indicators into your website as this will help you build trust with your visitors. Simple indicators such as reviews, testimonials, awards, endorsements, client or partner logos, and buyer ratings can play a big part in boosting the visitor’s trust in your brand and website. When they feel assured about your products and services, they will be more inclined to make a purchase!

These four tips will help you kick-off your conversion optimisation efforts but if you would like to find out more, please come back week for part 2 of our Conversion Rate Optimisation for Beginners!

Demystifying Conversion Rate Optimisation

Conversion Optimisation

The buzz word in internet marketing circles is conversion rate optimisation (CRO), or just simply conversion optimisation.

But what is it and why does your business need it?

So we’ve put together a basic guide that will help you to understand the ins and outs of conversion optimisation and help you maintain competitive advantage.

What is Conversion Optimisation?

In simple terms, conversion optimisation is the process of creating a website experience for a user in order to improve the percentage that converts into customers.

Traditionally, it was viewed that the more traffic you had to your website, the better. And of course if you have high volumes of traffic it is definitely a great thing, don’t get us wrong.

But playing the numbers game doesn’t necessarily guarantee that you will get lots of sales as you can get lots of ‘window shoppers’ but no actually buyers.

And this is what conversion optimisation does. It looks at not just the visitor traffic numbers, but how to convert those visitors into buying customers or at the very improve lead generation.

How does it Conversion Optimisation work?

Conversion Optimisation works on the principle of improving and enhancing a website in order to encourage a visitor to take that next step.

This usually involves analysing the data to understand visitor behavior and pattern. Knowing your numbers and interpreting them is essential as it will help you to understand your visitor behavior and work out if there is a way you can get them to remain on the page longer and encourage them to take action. So if you aren’t already familiar with Google Analytics than you should start learning to understand it. This will enable you to understand what your top landing pages are, how many visits these pages get and what your bounce rates are.

Once you’ve fully analysed the data you can then create ways to improve conversion and that may be through:

  • Improving website design and layout
  • Improving the user experience by improving content such as adding images
  • Including call to action buttons on each page
  • Adding discount offers, special offers or any other promotional offer

What does success look like?

A conversion optimisation is considered successful if your website has achieved an increase in:

  • Sales
  • Online enquiries
  • Phone enquiries
  • Lower bounce rates
  • Visitor engagement

With more than 10 years experience in the industry helping businesses turn website visitors into paying customers, you’re in the best hands with Conversion Labs. We are so committed to boosting your conversion rates – we even guarantee it! So why not contact the conversion rate optimisation experts at Conversion Labs now on 1300 807 808.