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Take your business forward by increasing your conversion

When you are running a small business website, you do need to think about conversions. Many owners make the mistake of thinking that the struggle is over once traffic levels reach a sizeable level. Unfortunately, this isn't the case. You can have massive levels of traffic reaching your site, but if those users aren’t being converted into customers, it won’t matter. You won’t see sales, and this can be particularly detrimental if you are using a PPC campaign where the amount you pay is based on how many people click, rather than how successful your promotion has actually been.

There are various steps and measures that you can take to increase the level of conversions for your small business website. Let’s look at some of the possibilities and make sure that you are not missing a fantastic opportunity for profits here.

1. Think About Web Speed

The first and most basic way to increase conversions is to make sure that your website is loading quickly. In this day and age, it’s acceptable for a webpage to take more than a second to load. How much does speed impact site conversion rates? Well, one report claims that just a one percent delay in your site loading can reduce conversions by upwards of 7%. That’s just one second. Imagine if the page takes a minute to load or doesn’t load correctly at all. This is why you need to be careful about what you put on your business site pages.

There is often a focus on putting video and image content and business websites, and this does make sense. It’s important because content like this is more attractive, more shareable and will catch the interest of a user. Studies even show that we understand visual content easier than text. However, big image files and the wrong code can cause the load speeds on a page to reach a snail pace. You don’t want that so do make sure that you are getting properly sized images that suit your website and that you aren’t bombarding customers with content that will take an age to load. The chances are that they’ll click away during the long wait time.

Of course, you might also have issues with speeds if you are not hosting your business website. A lot of small companies do this to save money. However, this will leave you renting an online space, and that restricts your level of control.

2. Remember Mobile Customers

You might assume that the majority of your customers are going to be viewing your site on a full laptop or computer screen. However, this isn’t the case at all. Instead, the mobile audience is now the most important market, particularly in the US where mobile internet usage has skyrocketed past desktop. What does this mean for you and your web design?

You need to make sure that your website is created with mobile designs in mind. Make sure that you are investing in mobile optimization to ensure that your users can easily operate your site on any device. The proper coding will allow users to zoom in on your site using the pinch motion suitable for phone screens. Even Google is getting on the mobile bandwagon. If you have a mobile optimized site, you are likely to rank higher compared with other web pages that leave their site operations on a mobile device as an absolute nightmare for users. Without an optimized version of your site, users will also be forced to load a web page designed for desktop. This can once again lead to those slow page loads that cause conversions to drop off.

3. Keep Calls To Action Clear

Marketers are often unsure how to handle calls to action. Should they be subtle or clear and to the point where users can’t mistake what they are being asked? Ultimately, the clue is in the name. If you want users to take action, you need to tell them what to do, and this should be all over your website. There should be calls to action on every page that will lead users to a conversion. Certain areas of your website will benefit more from calls to action. An example of this would be landing pages. Landing pages should send users exactly where you want them to be. If a landing page advertises a product, make sure that it points to directly where they can buy that product on your site.

Make sure it is simple too and don’t overcomplicate things or try to fool them into thinking that the message isn’t a call to action at all. Keeping things simple will make sure that more users do click through to your business shop.

As well as making sure that the CTAs are clear, you need to work to guarantee that your site is easy to navigate. The recommendation is that your site structure should ensure that a user is never more than three clicks away from the page they want to visit on your site. This may require a full change to your site structure, but it will be worth it. Once you simplify purchases, you’ll find that the amount of money you make increases dramatically.

4. Look At Small Details

You may not realize this, but whether or not a user commits to a purchase can be impacted from relatively small details. Details on your site can either have conscious or subconscious effects on users. This could be anything from the color of a buy button to the style of writing.

It can be difficult to know what detail will impact the user experience. This is why you should explore the possibility of A-B testing. With A-B testing, you can run two versions of the site at the same time, changing small details on one to see how it impacts conversions. Once you find a detail that changes conversions positively, you can alter this on the prime website and benefit from the higher levels of conversions. Even seemingly insignificant details can have a profound impact on conversion rates.

5. Customers Love Web Chat

Finally, it’s important to understand that conversion rates often come down to whether or not customers are getting a great experience from your site. If they love the experience you are providing, you can bet that they will move towards a purchase. Again, this is about knowing what your customers want from your site. Latest reports reveal nearly three-quarters of customers like the experience they receive on a web chat. This is significantly more than those who had a positive experience on the phone which was less than half. However, the most important stat to keep in mind is that 31 percent of shoppers online said that they were more likely to purchase after using a live chat.

Live chats can be used by any company or small business, and you should explore this possibility with a web designer. The best part about live chats is that using automated responses, you can reduce the level of time you or employees need to spend speaking to customers. In fact, a live chat can be set up so that customers are only directed to an employee when they are required. Most questions can be answered with automated responses, and you should be taking advantage of this software. Remember, with a live chat feature, customers will also easily be able to navigate your site and find exactly what they are looking for.

Take this advice, and you will see an increase in conversions, earning more money through your online business.