With the changing technology and mindsets of consumers, you have to constantly improve on ways to attract business and customers. Gone are the days when marketing was just used as a tool to sell your products. With the World Wide Web offering a variety of products and services, competition has become multi-fold. The key now is for businessmen to get people to visit their website and purchase their product or service. It has become imperative to convert the high amount of internet traffic into your loyal customers. That is where conversion rate optimization plays its part. In order to get ahead of your competition, you need to use this new age marketing tool to prevent consumers from going astray.
Conversion rate, to put in simple terms, means that percentage of people that visit your website end up achieving the goal you have set. It could be purchasing a product, filling a survey or merely signing up for your newsletter. There will be many websites offering the same service as you do, so what you need to concentrate more on is, how to make the internet traffic stay on your website. If for example, your conversion rate is 10% that will mean that only one in ten people are turning into your customers. The other nine visitors just browse through your website but end up making their final purchase somewhere else. Given the competitive nature of businesses today, you need to go all out in ensuring your website is more attractive than your competitors and you will have to be one step ahead of them in order to procure higher turnovers. The idea is simple; dominate your competition instead of being dominated by them.
Here are three reasons why you should make conversion rate optimization part of your business model this year:
- The higher your conversion rate optimization, the more business you are taking away from your competition.
- You will prevent visitors from going astray to other websites
- Taking more people away from your competition also means your cost per acquisition will automatically fall.
Business is all about leaving your competition behind. You can use conversion rate optimization to do just that. If you follow these simple steps, you will be way ahead of your competition.
Image Courtesy: Appletimeinc.com
1. Layout And Content Of Your Website
When creating a website you should always keep in mind what a consumer will want. Look at your website from a consumer’s point of view. You will need to make sure the website can be easily navigated, is clear and precise and attractive, so that you do not lose your customers to a rival. These are a few points to consider when setting up a website:
- Headline
- Introductory text
- Body of content
- Offers
- Audio/Video aids
- Readability/Usability
- Navigation
- Pricing
- Products/Services
- Site Layout
- Policies and promotions
You need to concentrate on what makes your website different and better from the rest. That is why your landing page is crucial. Once a visitor is drawn to your website, it will be the job of your landing page to keep them from moving on. Always create your landing page very carefully. The first step is choosing a good headline. If your headline is poor, sketchy or unimaginable, the visitor is sure to move on to your competitor’s website. Your job is to make sure you express your main message in your headline. The core message of your website should shine through your headline.
After reading your headline, the visitor will move to the body. Hence, you should make sure that getting to the content is easy. The more difficult or complex the layout of your website, the higher the chances of abandonment. Your website should be devoid of any clutter, remove all unnecessary items, keep all the navigation links within sight and fill your content page with the benefits of your product or services. Once your visitor is satisfied, they will remain on your website and fulfill your goals.
If your competition takes advantage of their brand power, you too can use your landing page to send your brand message across. A well designed landing page will most certainly help in beating your competition.
2. Sneak Up On Your Competition
Sometimes the best way to beat your competition is to analyze their business model. You should always be aware of what your competitors are doing. Business is very fast paced these days and the only way you can keep up with it is to keep a close eye on your competition. Analyze their website, their traffic and their conversion rate. Once you have all that information, you can compare where you are lacking and what is making them retain more customers. Competitor monitoring is something that can keep you informed and in control. Keep an eye on their website, landing page, headline and content on a daily basis to see if the changes they make are affecting their conversion rate. This way you can take advantage of their mistakes as well as learn from them as well. You would be sure to stay away from any tactics that your competitors are using that are driving visitors away. On the other hand, if they are adopting any methods that are helping them in conversion rate optimization, then you can use the same methods, but tweak them to leave your competition behind.
Some websites also use the “Coo petition” method, which is short for cooperative competition. This way, via an affiliate program, you can sell your competitor’s product on your website. This will give you an idea about your rival’s conversion rates. If their product is getting more clicks, it will be a signal for you to change your tactics. Getting as much information as you can from your competition is always a good way to improve your conversion rates.
Image Courtesy:Zazzle.com
3. Enhance Customer Service
If you study consumer behavior, you will be able to assess that loyalty depends on customer service. If your website is known to provide prompt customer service, your conversion rates are bound to sky rocket. There is nothing like the satisfaction you get from knowing that you are being taken care off. Visitors on the World Wide Web have become more impatient. They want their queries answered on the spot and if that is not the case they are bound to move on to the next website. In order to prevent visitors from moving onto your competitor’s website, make your customer service very strong. You can use live chat software, which opens up as soon as a visitor enters your website. This way the live chat operator will guide the customer through your website, answering any queries on the way. By your website providing a wholesome experience for your customer, your competition will be kept at bay. There will be no need to move on to another website as your customer’s needs will be satisfied and so will your goals.
Image Courtesy: Smallbizbee.com
It is no anomaly that every business has some pitfalls, the idea is to exploit those to make your own product or service shine. By assessing the strengths of your competitor, you can tweak your conversion rate optimization program to gain an advantage over your competition. The online marketplace has become such a competitive arena, that it will ultimately be your landing page that will be your saving grace.
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