Here’s the digital marketing truth: there’s no secret silver bullet to driving traffic or increasing conversions. For digital marketers, it can start to feel overwhelming. We know what to do when a customer comes to our website…but how do they get there in the first place?
If you’re stuck and don’t know what to do, don’t worry. There are several conversion rate optimization fundamentals that you can implement today to attract new visitors to your website and introduce new customers to your brand. Here’s where we think you should start:
1. Offer Value for Free
We’ve all heard the phrase before, “the best things in life are free.” But when it comes to your website, your business model may not always allow for freebies. Luckily, there are alternatives that can attract a consumer’s attention.
Promotions are a great place to start. You can advertise free shipping when customers spend thirty dollars or more. If they join an email list and enter their email address at checkout, they could receive 10 percent off their purchase. Think of compelling offers that would transition a hopeful search user to a website visitor.
2. Produce Impactful Content
Content should always remain central to your marketing strategy, especially when driving traffic. To convert site visitors to long-term customers, you need to provide high-value content.
Consumer-targeted content can even attract links from other websites to improve your search ranking, establishes trust with your audience, and encourages repeat visits. By producing strong content, you can build authority for your brand, improve your image, and attract new customers.
3. Use Social Media Wisely
Social media marketing is a highly effective tool for increasing awareness, reaching new audiences, and helping people connect to your website.
You can target specific consumer groups via social media by sharing articles, blog posts, and other unique content. These platforms allow you to listen to what your customers say about your brand and use those insights to drive them to your web experience.
4. Create Responsive Website Design
You must optimize your website for mobile to attract visitors and convert leads. According to the Pew Research Center, 97% of all Americans own smartphones. This statistic alone indicates that a mobile-friendly website is vital to your success.
To create a mobile-friendly site, you should focus on responsive web design. A responsive design automatically adjusts its content based on the size of the user’s screen, allowing it to display correctly on both desktop and mobile devices.
5. Know Your Audience
Your brand is unique, and so are your consumers. You need to lean on what sets your audience apart from others who will likely not be interested. What drives your intended audience? What makes them tick? What age range, income level, job, or education background?
A bit of research will help you identify who they are—and why they should care about your product or service. For example, if you sell high-quality outdoor gear, you might want to target younger, active Millennials with a median income between $30K and $60K. However, you likely wouldn’t want to target teenage Gen Z audiences with smaller incomes and fewer use cases for your product.
Knowing detailed information about your audience and what drives their purchases will give you inside information on how to market your brand, making it one of our key conversion rate optimization fundamentals. You won’t see the traffic you need to succeed if you’re talking to the wrong people.
6. Optimize Your Checkout Process
Cart abandonment is a substantial issue for many eCommerce brands today—but why are customers leaving carts filled with items after hours of browsing the site?
There are many reasons for this behavior, but in many cases, it’s as simple as:
- A complicated checkout process
- High shipping fees
- Insecure payment options
Identify your cart abandonment rates and find ways you can streamline your checkout process. The easier it is for your customer to purchase their product throughout each step of the process, the more likely they are to convert from a site visitor into a buyer.
Key Conversion Rate Optimization Fundamentals to Drive Website Traffic and Increase Sales
Conversion rate optimization is not a simple process, and it doesn’t happen overnight. When creating website landing pages, use this information to gather insights on what works and what doesn’t.
Test new designs, develop more high-quality content and implement Calls to Action with phrase variations. Use videos, explore live chat on social media channels, perform A/B testing, and use every tool in your kit to determine how you can attract more site visitors and convert more curious audiences into loyal customers.
To learn more about how we help our clients improve their conversion rate optimization, reach out to our experts to collaboratively build a plan that increases your web traffic to meet your brand ambitions.