While marketers are often obsessed with obtaining a good ranking in the search engines, and controlling data such as visits and rankings, the result of a SEM program (Search Engine Marketing) is finally judged by the improvement in revenue. One of the fastest ways to improve the ROI (Return on Investment) of search campaigns is to improve the conversion rates of current traffic. Even an increase of 0.5 to 1 percent conversion rate can have dramatic results in the overall health of a company.
Next, in this post, we will see 5 ways to improve the conversion rate of the input and purchase pages.
Depending on your advertising or slogan, users who arrive at your page, do so with a high expectation. It is important to keep this expectation on the login page to help rebound and rapid dropouts decrease. We must bear in mind these simple ways that maintain the expectation of the audience:
- Make sure that H1 is used in the key phrases you use to handle traffic.
- Use images to reinforce relevance An image is one of the first things that the eyes catch in a two-second glance. Be sure to call the action using relevant texts.
- Use the keywords in portions of content.
It is imperative that the user understand the proposal of their business quickly and efficiently.
The text introduced should focus on the development of the product or service as a need and not a desire.
Prioritize the main features and benefits of your business in the area of body content.
Search for users to understand their brand and business through images, text and video.
Understand the fears and interferences that may exist in your consumer and then deal with them.
Do not exaggerate with the volume of information that is placed. It is not convenient to flood the user with it to the point that you lose incentives to interact with your business. Instead, a soft call to action such as a download of frequently asked questions, demonstration, or technical document will help in the start of sales while capturing key information for the sales department.
This is one of the factors that has a dramatic impact on the conversion rate. Users usually look for genuine confidence signals that allow them to determine the credibility of the page and by extension of the brand.
The ability of a website to quickly generate trust in the user is transmitted in more conversions and shorter shopping cycles. Remember, skepticism and lack of information are the main catalysts that comparison shopping. Try to:
Include reputations from third parties, certificates or awards.
Use the confidence that the language induces in calls to action, such as “see with secure server” and be sure to include small privacy protection disclosures below requests for information.
Include reputable and verifiable testimonials. Smell of anonymous testimonials and the lack of sincerity is likely to trigger the user’s alarms. Video content that is based on user testimonials can be surprisingly effective.
Create a design that has depth and detail. A detail focused on the landing page communicates that the brand is strong, reliable and reputable. In addition, the image to the future design does not always have to be expensive, with a solid outsourcing strategy and clear vision.
Offer easy access to a sales representative and customer service in order to ask a question.
4. Understand the user’s intention.
You have to think of a conversion as a two-way communication between a brand or company and a consumer. For search traffic that are not branded, which is usually the first opportunity for the user to enter the sales cycle and become a prospect. In order to convert this traffic, a firm understanding of the sales cycle of your brand, the level of user confidence in your offer or brand, and the user’s position in the purchase cycle based on the conversion are required:
Offer a mix of conversion types, both soft and hard and measure the results, allowing you to connect the target values for the conversion rates. This will then allow you to refine landing pages in order to give greater importance to the most profitable conversion types.
Design with the perspective of a conversion. Use colors and sizes that capture the user’s attention, such as the famous BOB (big orange button).
It has been experienced that conversion rates increase when calls to action are placed in the right column of the page.
Do not waste the “Thank you” page once a conversion has been made. Using it represents an opportunity to engage users of additional content from social media and other digital goods that help to become aware of the brand. These steps increase the loyalty time of a consumer.
5. Eliminate distractions.
- The distractions of any piece in the design or in the content prevents the user from taking the action to perform a conversion. Try to:
- Remove all PPC banners from the site’s global navigation.
- Avoid off-topic content that fractures the user’s focus and load.
- Avoid distracting images, such as those with poor lighting or strange angles and sizes.
- Limit the volume of information required in the conversion. Request only the essentials of the client to close the sale.