Introduction to on-page conversion strategies..
An often-overlooked element of digital marketing is on-page conversion strategies. Nearly all website owners know they have to have at least basic contact details on their websites but for many, the buck stops there.
On-page Conversion strategies are designed to improve your conversion rates. A good website design company ( 😉 ) will build a website around a conversion strategy for any given product or service.
Conversion rates tend to be measured in percentages. Your rate is basically the percentage of website visitors that convert into customers.
A conversion may be a new newsletter subscriber or a product sale or any other goal that you are trying to achieve.
Conversion techniques are proven strategies that guide your website visitors along a path you want them to take to ultimately take a final course of action = the conversion.
Calls to action.
A call to action is basically a command telling a website visitor to do something.
OK. So they are silly examples but you get the point.
A call to action simply prompts your website visitors to do something.
It sounds like the most obvious thing in the world but you would be surprised how many websites really fall down on the call to action thinking that the contact page or the phone number at the bottom of the will have the same effect. It doesn't.
As a fairly generic example, let's say you have an "About Us" page. You've taken the time to write an excellent page of information that describes your business and services beautifully.
But right at the bottom of the text, the page just ends.
Now your website visitor has a choice to make. Do they scroll up or down? Do they check out the rest of your navigation and browse the rest of your site?
If you are convincing yourself they will automatically go and find your contact details you are probably wasting a few opportunities. Some will, but many won't. This is where your on-page conversion strategies come into play.
Alternatively, if at the end of your text there is a definite next-step "Call now for more information" you increase the probability of them taking that next step.
And that is basically how call-to-action works. Rather than letting your site visitors figure things out for themselves, you're basically just making it all a lot easier and guiding them.
When it comes to increasing on-page conversion strategies split-testing is an essential ongoing process.
There is always more than one way to skin a cat and for the most part, website owners will pick what seems best to them, implement it and that's that. The problem is that what seems best isn't usually the best route forward.
(Believe us, even our director who has done this many times over 2 decades is still often surprised by the results of split testing - never assume you know what will work best.)
Split testing is when you offer up two versions of a webpage to see which one is most popular. (You can go much deeper than the webpage level but we'll just describe full-page split-testing to keep things simple).
The two versions will have slightly different approaches to getting the job done or have a slightly different call-to-action. Your website then shows 50% of your visitors one version of the page, and the other 50% see the other version of your page.
After X amount of time, you can see very clearly if one version performs better than the other (more clicks, more calls ect). And it usually does. Then you can choose to set the better performing page as your main page. Then you just rinse and repeat and before you know it your pages are performing to their maximum.
So how do we split test?
This will ultimately come down to how your website is setup. If you use WordPress, Joomla, Shopify or any of the giant platforms, there will be split testing tools you can implement fairly easily. If, on the other hand, your website is a custom build you will need to speak to your developer.
Sidenote: Split testing goes way beyond just websites. Nearly all digital advertising platforms have split testing functionality. We recommend getting as deep as you can into split testing. Over time it will put your conversion rates on hyperdrive.
Pop-up's used to be all the rage. Then people got sick of them and they just caused rage. Now they are all the rage again. Funny how things work.
The reason is that the old-school popups that we all learned to hate were actually quite aggressive. Often blocking you leaving a website altogether or even tricking you into downloading a virus. Popups very quickly became the mark of a crap website that you wanted to run away from as fast as possible.
Luckily, the internet has matured and consumers now trust website functionality much more than they used to. We all see popups now on a day to day basis. But we also know that 99% of the time you can just close them without hassle. Because of this popups are now acceptable again.
Popups now come in various shapes and sizes. "Exit" popups, popup as you leave a website - usually asking you to sign up for a newsletter or something. "Recent Order" popups are small and pop up letting your visitors know "XXXXXX just purchased XXXXX". These work wonders for giving your visitors confidence in making a purchase. Then there are communication popups. A little chatbox with "Any questions, we're here to help" works wonders for opening up a conversation.
So how do we add popups?
Like split-testing, this will come down to your current website setup. The large platforms such as WordPress have a multitude of options when it comes to popups. Just install, configure and off you go.
Newsletters are another old marketing technique that has seen popularity wane, only to grow again. And again this was purely down to the method being badly abused by questionable marketers (spam). Luckily technology and GDPR has put the playing field back into a trustworthy place.
Nowadays people only sign up to a newsletter if they really want to. This has resulted in newsletters having great value again because your audience is highly targeted and responsive.
Luckily (there's a lot of that about on this page) there are some fantastic tools for email marketing that make the job very easy and they all have very good website integrations to make life simple.
Some of the most popular options are Mailchimp, Moosend and SendInBlue but there are many others. Your individual choice will depend on your circumstances but for most people any of the above options will do everything you need.
Testimonials and reviews
In a world where anyone can get a website online in no time at all, then use a system like "AdWords" to get instant coverage, it is easy for scammers to get in amongst those that do things properly.
Because of this trust has become a major player in on-page conversion strategies & rates and the best way to build trust is by sharing your positive customer experiences everywhere.
But first, you need to get customer reviews.
Luckily (😁 it's getting a bit ridiculous now) there are plenty of systems (both free and paid) in place to help you with the journey.
Our best recommendation is to use the Google review system for your main reviews and then also work on social media review system such as Facebook.
We'll say no more in this article because we have a full article covering reviews and online reputation that goes into this in much deeper detail. You can find that article here.
It's all about the customer
Talk to the customer about themselves because your ego script isn't impressing anyone.
When creating text content about your own products and services it always feels natural to talk in terms of yourself. "We do this", "We have XX experience" and "we are number 1". That kind of talk doesn't connect though.
When a visitor visits your website they are looking for something for themselves. To solve a problem they have or to fill a hole. You have to address this directly and when you talk in terms of self it simply doesn't make the connection in the way you need it to.
Sure, you will get conversions but when you address the customers needs you make a much stronger connection and increase the chances of on-page conversions.
At first, this can be a difficult way to think and write. So here are a few examples that will give you a few pointers.
Selfish talk example.
"We provide only the highest quality".
"You deserve only the highest quality".
Selfish talk example.
"We can help your website earn more money".
"Your website can earn more money".
Selfish talk example.
"We provide excellent customer service".
"You recieve excellent customer service".
It's very common for people to not really see what the difference is but the reality - in practice - is startling. The truth is nobody cares about you or your products and services. They care about what is in it for them. Period.
When you talk in terms of YOU people tune out. Fact.
In their minds, they are not thinking about you. They haven't found you because they were searching for you. They are thinking about the problem they have. They have been searching for a solution for themselves. If you don't address their problem from their own perspective your message doesn't get through.
Setup a solid referral scheme
A good referral scheme gives people an incentive for sending new business your way and basically turns your existing customers and website visitors into your very own sales team.
A referral scheme isn't normally considered an on-page conversion strategy. Oftentimes only being advertised to existing customers via newsletter campaigns or some other form of direct marketing.
The thing is if you make your referral policy a prominent feature on your website it can have quite the effect on your potential customers as well.
Here's an example of one of our own referral policies.
Our management clients pay a certain amount each month. No matter how big or small the client our policy is to knock £100 off the monthly bill if another management client is referred our way.
If 5 clients are passed our way the monthly bill is scrapped entirely!
It's a very good offer. Every single management client has the opportunity to have us providing everything in this guide completely free of charge. And guess what, clients that know that up-front are more likely to consider us because it's a genuinely huge incentive.
Every business will need to look at their products and services and figure out their own referral scheme/offer but it's something we highly recommend. Turning your existing customers - the people who already love your products and services - into brand ambassadors is an excellent thing to do.
On-page Conversion Strategies In summary.
The conversion techniques in this page are all great and have a direct effect on your on-page conversion strategies but there are many many more. Far too many to cover in a single page.
On-page Conversion strategy is a science all of its own and it's well and truly worth taking the time to learn, tweak and fine-tune.
Let's say you currently have an eCommerce website with an average of 1000 website visitors each week and an average of 10 sales. That means you have a conversion rate of 1%.
Fancy that! You can double, triple or even quadruple your online sales without any extra marketing. Without any extra ad budget. Just using the traffic you already have and a few good conversion techniques.
That can't be bad!