7 Quick and Surefire Ways to Boost Your Website’s Conversion Rate
Website traffic is a great measure of your SEO and the interest people may have in your business, but it doesn’t necessarily translate into more business. Beyond monitoring how many people are consistently visiting your site, you want to review your conversion rates. Of the X amount of people visiting your website, what percentage are filling out a form or requesting more information?
On average, a website page converts 2.35% of the time, but this varies greatly depending on your industry and business size. And those who focus on increasing their conversion rate can double their success. Here, we’ll look at seven quick and surefire ways you can encourage your website visitors to take action.
1. Keep Your Form Fields to a Minimum
Multiple studies show that the more form fields you have, the less likely people are to fill it out. Aim to ask for as little information as necessary, such as just a name and email address. If it makes sense to include a phone number, you can. Review your website forms and see what information you’re asking for. If you don’t need the information right up front, ask for it later once you connect with the prospect.
2. Add More Action to Your Calls to Action
“Submit” and “Learn More” are used all too often for website forms. Make your offer more enticing by using action verbs that make it clear what the person is receiving when they submit the form. This could be “Download Whitepaper” or “Discover the 6 Retirement Secrets.” Instead of “Sign Up for My Newsletter,” you may try “Get Daily Financial Tips.” The clearer you can be, the more likely someone is to take action because they know what they are receiving in exchange for their personal information.
3. Keep Forms Above the Fold
You want to make it as easy as possible for someone to see your website forms and take action. A good amount of website visitors won’t scroll down on your page. They’ll land on it and make their decision on whether or not to stay within a matter of seconds. Take advantage of this by adding a web form above the fold, whether it’s in the sidebar or as a popup.
4. Highlight Your Credibility
Trust is essential in the financial services industry. Your website should emphasize your credibility. While advisors can’t highlight testimonials, there are other ways you can provide proof and credibility. Share specific benefits of your services or offering, emphasize your strategic partnerships, and give “social proof” by connecting your social media profiles to your website.
5. Make Sure Your Website is Mobile-Responsive
When over 50% of website traffic is on a mobile device, it’s absolutely critical that your site is mobile-responsive. This doesn’t just mean that your site is accessible on a phone. Mobile-responsive sites respond to the device’s screen size so all pertinent information remains readable and the design and layout flows nicely. If someone can’t easily move around on your site on their phone, they’ll be inclined to leave.
6. Include Images of People
Featuring images of people on your site – be it stock photos or of you and your team – can actually drive more conversions. People imagery gives your website more of a personable feel, and adding photos of yourself gives you more credibility. Swap out some of your images of bar graphs and open oceans with people and see how your conversion rates change.
7. Adjust the Color of Your Form Buttons
Thanks to good old psychology, studies show that the color of your form buttons impact your conversion rates and how people form an opinion. The Logo Company created a great infographic that shows the emotions affiliated with certain colors:
Test out your form button colors, as well as your website’s color palette to see if your conversion rates increase or if your website sets a different tone and appeals to a certain type of prospect.
Which one of these seven tactics will you try first?