Often customers ask us how we can evaluate the success of a site or a campaign? Our answer: The conversion rate.
The conversion of a website is its ability to mobilize a target audience through a communication tool such as a website.
What is the conversion rate on your website? If you do not know it, you must now put the necessary tools in place to be able to calculate it. Free and powerful analysis tools such as Google Analytics will allow you to measure the number of visitors who have become customers, those who are regular customers as well as the spaces they visit and the time they spend there.
To measure conversion, you must establish clear and specific objectives with targeted customers. For example, the purchase of a product, subscription to a newsletter or contact by email, telephone or using a form is a quantifiable objective and the origin, age or tools research of your visitors will allow you to establish the profile of your customers with precision.
The secret: always reduce the cognitive effort of your visitors. Remember that a website should be beginner-proof. Here are 8 simple steps for the successful conversion of your site:
1. Add clear calls-to-action
Action buttons are necessary and should lead the visitor to complete their visit in a way that achieves your main objective. If, for example, the objective of your site is to request an online estimate, the call-to-action should be "Request a free estimate" and be present at all times. The button verb must be in the infinitive and sound strong. Thank you, no "More info" button!
For more information on call-to-actions and their positioning, I invite you to read an article from Unbounce which is dated, but which is still relevant.: http://unbounce.com/conversion-rate-optimization/landing-page-cta-placement/
2. Enlevez les distractions
One of the major errors that we observe on websites is “distraction”, or the highlighting of elements that are irrelevant to the objectives of the website. For example, a video that captures all the attention of the visitor, when this attention should be put on the call-to-action and the catchphrase (tagline) of the website.
Besides, carousels (sliders) are a bad practice in most cases if they are used as the first visual (hero). Overall, any movement or animation that does not add to the main purpose of the website should be avoided. Photos, for example, should support the action and not take all the attention of the visitor. It is therefore advisable to remove images that are not necessary, for example "Stock photos". Always ask yourself the question: are there elements on the page that divert the visitor's attention away from the main action?
3. Revoyez le design de votre site
Les pratiques en design web évoluent rapidement. Pour cette raison, le design de votre site web devrait être revu chaque année afin de suivre les meilleures pratiques et offrir une expérience agréable pour vos visiteurs. Assurez-vous d'en discuter avec un profesionnel UX/UI et évitez les beaux design qui n'ont aucune stratégie de conversion.
4. Make sure the message is clear
Does the visitor understand from the first 3 seconds what the website is about? The visitor must quickly understand what your company offers, otherwise he will quickly leave the page and you will lose him for quite a while. Whether through the words used or the preferred visual, do not forget that the site is a showcase of your services and that its role is to mobilize a user. In addition, the majority of users who visit you want to meet a need that they have or a need that you know they may have. A clear site that responds quickly to the customer's needs will allow you to captivate your audience and mobilize them.
5. Forget the jargon
Do not try to woo people with fancy, complicated business language—it just doesn’t work.
Si vous vendez un produit complexe, gardez en tête que la personne qui magasine ne sera peut-être pas la personne la plus technique dans l’entreprise. Votre message doit donc être simple, vulgarisé et direct. Si votre produit ou service nécessite d’avoir de l’information technique, assurez-vous de le mettre dans une section à part où vous pourrez diriger ceux qui désirent obtenir cette information.
6. Répondez aux objections
What objections do your sellers receive? Regardless of the product or service offered, there will be objections: price, time, geography, payment terms, status quo, fear of change, etc. List your sales team's most common objections and counter them right from your website. Thus, you contribute to the understanding of the visitor and facilitate the task of your salespeople, by better preparing the prospect.
7. Increase trust and transparency
Address in the footer, customer testimonials, case studies, customer logos, team photos, visible phone, etc. Consumers don't buy from companies that aren't findable and transparent. Anonymity on the internet does not apply to businesses and customers need to feel that they will find you easily if they have a problem.
8. Keep it simple
No need to have a flamboyant design, expensive animations and too much information. The important thing is to keep it simple in order to reduce the cognitive effort of visitors. The text must be simple, short and direct, the images in sufficient quantity and above all, the information sought must be available in less than three clicks.
Through these 8 simple steps, you will be able to considerably increase the mobilization capacity of your communication tools with your customers, particularly your website. Always keep in mind that the consumer is solicited from all sides and that he has access to more information than ever thanks to the proliferation of platforms. The clarity of the message and the visual that illustrates it is the preferred tool for a successful campaign and a high conversion rate.