After you’ve spent money and time to generate traffic, you need conversions.
Your conversion rates are instrumental in your success. So, how do you increase the percentage of people that complete the desired action? By targeting the right people and rethinking your existing strategy.
Generally, if you’re having trouble converting traffic, there’s a reason behind the problem. Find out how to solve this problem and start boosting your conversion rates.
#1 Change the Intended Action
The first component that you might need to change is the intended action that you want from visitors to your landing page. For example, if you’re expecting these visitors to make a purchase, you’re taking the wrong approach.
Instead, you should focus on getting your traffic into a sales funnel. Don’t give visitors the hard sell on your landing page.
Give them an irresistible offer, such as a downloadable guide, so that you can capture their email address or contact information.
By itself, this step should lead to higher conversion rates on your landing pages. People are more willing to give away their email address in exchange for a free offer than they are to make a purchase on their first visit.
You’ll then follow up these leads with emails, encouraging them back to your site to make a purchase.
#2 Improve the Speed of Your Website
The speed of your site can also impact your conversion rates. It makes it hard for people to scroll through the page and view all the elements. Though, the real problem is that people don’t want to wait. Every 1-second delay leads to a further drop in conversion rates.
Check the speed of your landing pages. The page should load in less than 3 seconds. After 4 seconds, over 25% of your traffic will leave.
To improve speed, remove elements. Keep your page simple. You don’t need a sidebar and an abundance of plugins. A landing page should have a single focus, so there’s no reason to include anything unrelated to the main purpose of the page.
A landing page typically includes a headline, text, a few images and videos, and a form. Don’t clutter the page and slow down the speed.
Another way to improve the speed is to optimize your images. If an image is only going to display at 200 pixels, you don’t need the original image to be 1200 pixels. Determine the maximum viewing size of each image and scale them to those dimensions.
Also, reduce the DPI to 72. When viewing an image on a web page, there’s no need for a higher resolution.
#3 Improve Your Audience Targeting
If you’re having trouble with conversions, your target audience could be to blame. You should make sure that you’re targeting the right people.
Use the demographic data in your website analytics to analyze your traffic. Look for the traffic that converts. Find out what makes these visitors different from the ones that don’t convert. You might find that a particular region, age range, or gender results in higher conversions.
You can then use this data to improve the copy used on your landing pages. Then, adjust your PPC ads to reflect the data. Change your targeting options to focus on the right regions and target your audience based on demographics.
#4 Don’t Use Too Many Fields in Your Forms
Another factor that could result in lower conversion rates is the form on your page. Whether you’re collecting email addresses or offering a product or service, your form should be easy to fill out. If people need to stop and think about what they’re doing, they may change their mind.
The form should only contain fields that are necessary to complete the action. For example, if you’re getting people to join your mailing list, you really only need their email address. Though, you might want to get their name, so that you can personalize their emails.
But, if there’s no need to ask for their phone number, address, country, and other data unless it’s needed to complete a purchase.
If you want to increase conversion rates, you’ll need to look at what you’re doing. Make sure that you’re choosing the right goal for each landing page.