How many leads and purchase requests does your website generate each month? The role of a B2B business website is more than just providing information to customers. This must be the main driving force for generating leads and new business.
If you can't get all the features you want from your website, I recommend taking a look at the website to learn how it can be improved. In this article, I'll show you the importance of understanding your website's conversion rate and some tips on how to increase your conversion rate.
What is a website conversion rate?
Website conversions are favorable actions for companies, such as signing up for newsletters, downloading e-books, and checking out. The website conversion rate is the number of these positive conversions divided by the number of website sessions.
In Google Analytics, a website session is defined as a group of interactions recorded when a user visits a website within a specific time period. A session begins when a user visits a page on the site and ends when the user leaves the site or after 30 minutes of inactivity.
You can track a single conversion, or you can track multiple conversions. Deciding which conversions to track is critical for businesses. For example, if your business goal is to build a contact list, you should track email registrations as conversions. Alternatively, in order to cultivate the middle funnel and encourage purchases, there is also a way to track downloads of assets such as e-books as conversions.
Why is it important to improve website conversion rates?
Improving a website's conversion rate means a higher rate of website visitors taking action. This could lead to more email registrations to your contact list, grow prospects, and increase purchases.
Improving your website's conversion rate is critical to maintaining and growing your business. If your website's conversion rate improves, you can generate more leads, re-attract existing customers, and encourage visitors to make purchases.
How to improve website conversion rates
There are plenty of ways to increase your website's conversion rate. Some are more complicated than others. As you begin improving your website's conversion rate, there are a few simple steps we can walk you through in this article.
Be aware of existing website visitor patterns.
Factors that reduce the conversion rate of an organization's website include slow page load times and broken forms. First, you can test load times using Google's PageSpeed tool. You should also test your forms to make sure everything works and is easy to use. One powerful form tool we recommend is HubSpot. HubSpot can be integrated with your website and has an easy-to-use CRM.
Other than these two quick fixes, it can be difficult to determine which aspects of your website you should optimize to improve conversions. That's why it's so important to analyze current visitor behavior. You can determine where visitors are losing interest or where they are stuck.
There are plenty of tools to help you do that. For example, Google Analytics can help determine which pages are most popular and how visitors are visiting those pages. Hotjar is a useful tool that records website visitors and shows how they move around the site. There's also a heatmap showing where visitors spend the most time clicking.
Understanding how customers navigate your website is critical to optimizing the various components. Understanding visitor patterns can help you create higher-performing websites. You can find out which pages are most popular, which pages have high bounce rates, which pages have high churn rates, and which pages aren't getting much traffic.
It's also important to track bounce rates to determine whether website content fits the needs of website visitors. The bounce rate is the percentage of visitors who leave your site without doing anything, such as clicking a link, visiting another page, or filling out a form.
Finally, it's important to track churn rates, understand how specific pages are performing, and see which pages users are leaving the most. The exit rate can be calculated as the number of churn times compared to the number of page views for a given page.
Increase your conversion opportunities.
Not every website visitor is ready to buy a product or service. They're all at different stages of the marketing funnel and sales funnel. Some of your visitors might already be familiar with your brand and ready to buy from you. Also, there may be users who just saw the website for the first time and got to know the brand. That's why you need to incorporate different types of conversion opportunities into your website and target your audience at every stage of the buyer journey.
For example, you can use white papers, e-books, webinars, and other materials to educate some of your audience who aren't ready to buy. This builds trust with your audience and increases their chances of thinking of you when they're ready to make a purchase. If your only opportunity to convert is to contact a business, schedule a demo, or get a quote, you won't be able to capture potential prospects who may turn into customers over time.
You can incorporate these conversion opportunities into various pages throughout your website. You can include an e-book download offer at the bottom of your homepage, or you can incorporate the offer into your blog post.
The key is to keep in mind that website visitors are at different stages of the funnel and increase the chances of conversion from visitors. Website visitors who first visit your page are more affected by educational content than visitors who are already customers and have bought from you before. Try to provide every visitor to your website with different conversion opportunities.
Test, test, and retest
It's important to test and track the different elements of your website. By doing so, you can see which aspects of your site are driving conversions and which aspects are causing friction for visitors. Does one image perform better than the others? Do images showing people perform better than images without people? Does one button text have a higher conversion rate than the other button text?
Buttons and images are just some of the components of a website that can be tested to increase conversion rates. You can also test offer placements, website navigation, different header images, etc. For example, you can test that placement by placing a free e-book download offer at the top or bottom of the home page. Simply put, the goal is to determine what website visitors resonate with and how they want to navigate the website.
The key to testing is to test one at a time. That way, you'll know exactly what's driving the conversion. It's also important to ensure that the testing period is long enough to gather valuable data. Setting an appropriate time frame is essential to ensure more accurate data and reduce the risk of one-off incidents such as slow internet speeds or web servers going down.
Improve your website conversion rate and grow your business
It's important to understand your website's conversion rate and work to improve it so you can capture prospects and grow them into paying customers at every stage of the funnel. Improving website conversion rates is essential for business growth. However, you don't have to spend all your time, and you don't have to put in a lot of effort before you see major improvements.
First, we'll do a quick update to the site. First, understand the behavior of existing visitors, and then make small adjustments, such as increasing conversion opportunities or testing different images. Understanding a website's conversion rate and taking small steps to improve it can increase conversion rates, increase visitor satisfaction, and lead to business growth for companies.
Aaron Marks is Execo's chief marketing officer. A digital pioneer with nearly 20 years of online marketing experience, Aaron has helped organizations from start-ups to Fortune 500 companies, from global manufacturers to US presidential elections, get the marketing and business results they need.
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