7 Ways to Boost Conversions and ROI
With the New Year upon us, now is the time to review your website and carry out some impactful updates, ready for a busy 2024. You've probably got an endless to-do list but spending a few hours and fine-tuning your online presence can boost conversions and deliver a tangible ROI.
Your website is often the first touchpoint between your business and potential new customers, so having an effective site is crucial.
Here are 7 tweaks and fixes to significantly improve engagement and lead generation. And the best thing is they don't need major investments or a website redesign.
1. Boost your website speed
A slow website frustrates visitors and hurts conversions. According to Google, 53% of mobile site visitors will leave a page that takes longer than 3 seconds to load. Others report that 40% of customers will abandon a desktop site after 3 seconds.
Speed also plays a vital role in Google's search engine rankings, so you want to make sure your site loads quickly. Otherwise, it will affect your conversions, customer loyalty and SEO.
Free speed checker sites such as Pingdom and GTmetrix will tell you how quickly (or not) your site is loading and offer suggestions on optimising and improving the performance. These could include compressing images, minimising HTTP requests, using a content delivery network, or upgrading your hosting plan.
2. Improve your call-to-actions
Calls-to-action (CTAs) convert visitors into leads and customers. Ensure you have visible, clickable buttons that clearly tell people what action to take.
Of course, you can use the standard "Click Here," but that doesn't help to boost interaction. Instead, try using persuasive language that guides the visitor towards the next step of their journey. Emphasise value over features and make it obvious what the visitor gets if they click.
Test different CTA copies like "Start Your Free Trial," "Request a Quote," "Book a Demo" or "Download our Whitepaper" to see which converts best.
And remember, less is best. Including too many CTAs on a single page can confuse and dilute the focus. Visitors will become overwhelmed and may leave the page without completing an action.
Image by Arek Socha from Pixabay
3. Simplify your navigation
How often have you visited a site and been confused about where to find the information you're looking for? Frustrating, isn't it?
Website navigation is one of the most important parts of your site's design and can make or break the user experience. Cluttered navigation overwhelms visitors and makes it hard to find information.
Your visitors should find navigating your website effortless. Streamline your menus, categories, dropdowns and other navigation elements. Remove low-value pages, reorganise sections, and make key landing pages easy to locate. This improves site usability and conversions and helps visitors find what they need quickly.
4. Make sure your design is responsive
With more and more users accessing websites on various devices and Google prioritizing mobile-friendly web pages, a responsive site is essential. Check that pages are readable on phones, site navigation works, and your forms are easy to fill in. If you have banners on your site or CTAs, make sure the wording fits properly in the section or button.
Test your website's responsiveness on different devices. A seamless experience across desktops, tablets, and mobile devices ensures that your messages reach your target audience, regardless of where they are or what device they use.
If you use Chrome, you can check that your site is responsive on different screen sizes by right-clicking on your website and selecting 'Inspect.' In the top left of the menu, you can choose different screen sizes or devices to see how your website looks in other formats.
5. Establish thought leadership
Developing compelling thought leadership content is a powerful way to establish your business as an expert, differentiate from competitors and boost conversions.
Post regularly to your company blog, share insights on social networks and contribute guest articles to publications. Publish eBooks, guides and other content that provides original insights and perspective on challenges your industry and audience face, emerging trends and best practices.
This will help position you as a trusted advisor and the go-to source of valuable information.
6. Tidy up your content
Is your content outdated, boring or lacking relevance?
Website content has to appeal to your audience and address their pain points. Review pages and blog posts to identify ones needing updates, rewrites or consolidation. If you link to external sources, check these pages are still live and update statistics to the latest versions. Publishing new guides, FAQs, case studies, and other updated content shows expertise and solves problems. This builds trust and gets visitors ready to buy.
And remember to check your content for typos, grammatical errors or confusing messaging. There's nothing worse than poorly written content. It makes people question your attention to detail and professionalism.
Fresh, relevant, well written content engages visitors and boosts your credibility.
Photo by Matt Jones on Unsplash
7. Leverage social proof
Fear of missing out (FOMO) is a powerful psychological motivator. Show prospects what they're missing by not becoming customers with testimonials and success stories.
Building trust is essential in the B2B landscape, and social proof adds credibility and reassures potential customers that they are making the right decision by choosing your products or services.
Highlight specific results and positive experiences to show them the real impact of your B2B solutions.
Are you ready to boost your website performance?
Refreshing your website for 2024 doesn't mean a complete overhaul. Implementing some of these tactics can pay dividends through higher-quality traffic, increased engagement and, most importantly, more sales from your digital presence.
Let me know if you need help executing these B2B website best practices or need someone to create engaging content. I'm here to help, so get in touch and let's have a chat.
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