These 3 proven ways can optimise your conversion rate

As a lead generation expert, you are probably keeping your eyes darting between many moving dots. You are tracking your email campaign’s open rate and forward rate while figuring out why your site’s bounce rate is so high, among a list of other metrics that help you tailor just the perfect marketing strategy.

All these are important, but one almost surpasses them all—conversion rate. It refers to the number of people who have performed a specified, intended action. All your other indicators could be sparkling, but if this one shows signs of struggle, your business will still be in the red. Not only do you want a high conversion rate, but you also need the cost per conversion to be low, as the difference between the two represents your profits.

Define What A Good Conversion Rate Is To You

A good conversion rate varies per industry and even per business. Find out how other businesses in your industry around Melbourne are doing. You need to figure out what you aim towards as you optimise for better results. 

Check the average conversion rates for your specific industry, typically between 2–5%. If you’re converting 2–5 out of every 100 prospects, you’re meeting the average. If you want to stand out from the competition, aim for a higher conversion rate.

Getting Beyond Average: Optimising For High Conversion Rates

It’s not hard to get to and maintain your place in the average conversion rate ranges. All you have to do is follow all the repetitive, run-on-the-mill advice on how to do it. But, to win, you will likely need more than just tweaking the colour of your call to action (CTA) button, font spacing, or a few images on the site. You will need a design that is optimised for success, from layout to overall user experience. This means you can’t compromise on quality and hire just anyone but the best in Melbourne web design. 

With a designer on board, refine your site together and coordinate with your marketing team to get a favourable conversion rate. Here are some of the best tips:

1. Start With The Offer

Before you can get to anything else, you must ensure your offer is as strong as possible. You can’t go beyond average with an offer that looks just like everyone else’s. Your clients already know that each one of you is offering them a free trial or consultation or a similar unimaginative way of trying to capture their attention. These offers aren’t inherently bad. What weakens them is how common they are, which means they are likely not doing that much for you.

To move past this, you can add a form to your site’s landing page and ask your customers what they need. You will likely find that you overestimated the attractiveness of the free trial when your customer base was looking for something different. Use this feedback to brainstorm several offers and then test them to see which is hitting the highest conversions.

2. Change Your User Flow

User flow refers to the journey your prospect will likely take from when they land on your site to when they can perform a desired action. Your goal is to scan this path and rid it of all friction.

For example, you might offer a chance to try out your software for free, but you also want specific information about your prospects. You may encounter very low conversions if you make a prospect fill out lots of forms before they download your software. At this point, they are minimally invested in your book and may bounce off your page.

A way to approach this would be to let them download the file and perhaps let the installation process start immediately. Then as a last action, you may ask them to fill out a form before they can finish. You may just ask them to ‘enter the registration code to finish,’ which compels them to register. The chances of them doing so after spending some minutes on your site would have improved, and they are unlikely to abandon your form now. Try eliminating or delaying friction in your flow if you want better conversion rates.

3. Remarket

Now, even your best offers will typically be turned down by a greater percentage of your site’s visitors. This is where remarketing, also known as retargeting, comes in. 

It helps you get in front of the people who didn’t convert and offer them a uniquely tailored offer. They will see these ads even while doing other online activities and not necessarily on your site. Your job, when remarketing, is to remind them to complete their action.

Conclusion

Conversions keep your business alive. Without them, competitors could take over and knock you out of business. It’s extremely important, therefore, that you approach the optimisation of this metric with the sense of priority it deserves. Luckily, you can start with just a few fundamental areas discussed above.