What is a conversion rate?

Put simply, your conversion rate is the percentage of visitors to your website or landing page that convert (aka, do what you want them to do).

It represents the number of “Actions” taken as a percentage of the Traffic received.

WANT MORE SALES? It is a more effective and efficient strategy to increate your conversion rate, rather than spend increased money on advertising.

The formula is simple; the higher your conversion rate, the more sales your business gets.

How can I do this?

1. Create a Dedicated Landing Page

If you are doing any sort of paid advertising (Google Ads, Facebook Ads, etc), you should be sending your traffic to a dedicated landing page . If you’re going to pay to get traffic to your site, you want to send them to a page that is designed to sell. Think of it as a flyer with clear call-to-action.

2. Develop a value proposition that is persuasive

This is the major reason a customer should buy from your business. It’s how you explain why customers should buy from you and the benefit from doing so.

It’s common for a home page or product page to welcome visitors and give bare-bones details—and stop there.  Where’s the value proposition? Also, it’s very important that both your business itself and your product have different value propositions.

How do you know a value proposition is good?

It offers something that your competitors do not. It is fine for a value proposition to be similar to what competitors offer—as long as at least one area or aspect is different.

3. A/B Testing

What better way to boost your conversion rates than by testing two messages at the same time to see which works better? This principle is called A/B testing—also split testing.

To run an A/B test, all you have to do is set up two different variants of a page and split your traffic between them. Half of your traffic goes to variant A and half goes to variant B.

To split your traffic, you’ll need the help of some sort of Conversion rate optimisation (CRO) software.

Here are some options

• Google Optimize is free tool, so you really don’t have any excuse for not testing. However, it doesn’t give you real-time results, so it may not be a great option for everyone.
• Unbounce. If you only need to A/B test a landing page, Unbounce is the way to go. It’s a powerful and easy-to-use system that allows you to quickly create and test a variety of landing pages.
• Optimisely. This is a more expensive option than Google experiments, but it also has some extra features that provide additional CRO insight.
• Visual Website Optimizer is easy to use and slightly cheaper than Optimizely (it has a free trial) with a very intuitive interface, so it’s one of our favourites.

Each of these testing platforms will give allow you to test different versions of your website or landing page and see which version has the best conversion rate.

What do you test?

This is a good place to start your testing:

• Headlines: On the average, five times as many people read the headline as read the body copy. So you need to sell your product in you headline. Headlines are often the first page element a customer sees. They should be strong, solid, persuasive and credible.

• The offer:  You can try two different offers or the same offer with different explanation formats.

• Order buttons: Yes, even the appearance and size of your order buttons can make a difference! Try various colours, sizes, shapes and more.

• Page design and navigation: Many factors go into page design and navigation. They include photos, colours, fonts, font size, sleekness as compared with clutter

and much more.

• Your call to action: It’s definitely worth your investment to experiment with different calls to action—and their buttons. You want to see how one that goes like: “Join our mailing list and get 10% off your next purchase,” compares with one more like: “Join our mailing list for a free gift.

• Media. Sometimes a new picture or video can make all the difference.

Testing is challenging, educational and helps maximise sales! Never stop testing. As soon as you’re done with one experiment, move on to the next. That’s one way to stay ahead of the curve and to always innovate. Never let your business stagnate.

4. Get to the point

Go for short and sweet. Forget long and complicated. Your visitors are busy and need to understand your message quickly. You want to make their experiences on your site as easy as possible.

5. Develop content that provides value (aka content marketing)

Your first focus should not be a hard sell but rather persuading viewers to join your email list so you can engage in meaningful contact that eventually results in sales.

You want to set up a wide funnel, and do not rush the sale. Focus on developing content that provide value: for example, writing blogs, tutorial videos, podcasts, quizzes and the like. Offering demos and free trials are great ideas to get customers. You’re giving your business time to connect with readers and to build trust and credibility. This will enable your business to be seen as an authority and give your customers time to develop a connection with your business.

Should you adopt Sketch?

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