In online marketing, conversion refers to the conversion of a user’s visit to a website into an action, (e.g. lead opt-in or phone call.) The conversion rate is thus the turnover rate and the key metric for online retailers to measure the efficiency of websites, online shops, or advertising.
The conversion rate (CR) indicates the percentage of all website users who carry out a certain action and determines how many visitors carry out a so-called lead. To calculate the conversion rate, the number of visitors on the one hand and the number of actions carried out on the other are used and calculated as follows: Conversion rate in % = number of actions/number of visitors
What does the conversion rate really say about your website?
Most online marketing managers ask themselves the following questions:
- What is a good conversion rate?
- What is the average conversion rate e.g. in house painting?
- Is my conversion rate better than that of the competition?
Behind all these questions is primarily uncertainty and concern as to whether website developers are doing their job well. They want confirmation that they can keep up with the competition or are better.
What is a good conversion rate for a website? Here's 7 Ways to improve
1. Reduce the loading time of the website pages
Internet users will leave a website if the loading time is longer than 3 seconds. The loading speed of your site can negatively impact your conversion rate and your SEO (search engine optimization).
Here are some important points to take into account to reduce the loading time of your pages:
- Use performance measurement tools: use the technical audit.
- Also, use the Page speed tool. It indicates the points to improve.
- Remove unnecessary extensions: if you use WordPress for example, remove extensions that you do not use. They take up the available space on your server.
- Choose a bandwidth that will accommodate your traffic: if you have too little bandwidth compared to your traffic, your site may be slowed down considerably. Contact your hosting company to check all that.
- Reduce the weight of images: some images can be heavy and take up space on your site. Remember to compress them before importing them with tools like “Tinypng”.
2. Analyze your Analytics statistics
Google Analytics is a great tool to help you better understand the activity of your visitors on your site. This is ideal for identifying blocking points that negatively impact your conversion rate.
Perhaps there is a page where visitors leave your site without any action taken. Go to the page in question and try to understand why.
A page where there is little traffic may have become inaccessible.
Do your mobile visitors tend to leave your site quickly? Check that your site fits all screen sizes.
3. Review your message
Studies show that a visitor leaves a site less than 8 seconds after visiting the home page. So, you have an extremely short time to convince website visitors that they have found the right solution.
As a result, your key message should be as clear as possible.
Place it in the first part of your page, visible without scrolling the page or what is called above the fold. Be sure to highlight the benefits of your products or services and where its easily seen.
Avoid professional jargon that a casual visitor would not understand.
4. Rework your calls to action
The key elements that play on your conversion rate are your calls to action (CTA). They must appear at least once on your website pages. Points to consider when making your calls to action effective are:
Their proposal: make sure that the action you want your visitors to take has enough value to motivate them to engage.
Like receiving advice, getting a free estimate, downloading a guide …
Position: Place your calls above and below the fold (visible only when the user scrolls down the page) so they are always accessible.
Their size, color, and shape: try several aspects of the button and keep the one that gets better results. Test bigger, rounded, round, etc.
The wording: the text that you will use in your calls to action are to be followed closely. A word can change your conversion rate. Remember to use a proactive verb in your buttons to encourage your users to take action. Avoid generic texts like “contact us” that will have no effect on your conversion rate.
“Ask for a free trial” has much more impact than a simple request for contact.
The most effective method is to perform tests based on your changes in order to have the best call to action possible.
5. Set up conversion pages by target
Start by improving your product or service pages little by little. On your website, the product pages must reassure, seduce and inform your future customers.
The recommendations on this page are applicable to the product pages:
- Post credibility elements
- Place the main information at the top of the form
- Avoid poor-quality images; a poorly chosen image will repel visitors.
- View customer reviews
For your images, focus on people who interact with your product or service so your customers can protect themselves.
6. Create simple and short forms
The slides can have a negative impact on the SEO of your site by increasing the loading time. So, you risk frustrating your visitors who will not hesitate to leave your site judging the loading time being too long.
In addition, it will create H1 tags that dilute the relevance of keywords. Prefer blocks of still images.
7. Make your website work for you!
One of the good things about having an optimized home improvement website is that it can work hard to generate leads around the clock.
Optimization doesn’t happen overnight, however, getting conclusive results can happen faster when you spend the necessary time and effort to get your website optimized for conversions.
Nothing will change if you do not apply any of these strategies suggested above. Use this knowledge to take initiative as quickly as possible.
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