The lack of web conversion is killing your marketing spend
Beauty without brains is wasted potential. You can have a good-looking website, but if it’s not converting your customers, its beauty remains surface level. On the other hand, a website that is beautiful and has a high conversion rate is truly the full package, the real deal, a rare beast. If you are spending precious marketing dollars and time investing into Google Adwords, SEO and social media, you want to ensure that your website can ultimately turn this traffic into profit. Otherwise you’re just pouring lots of water into a leaky bucket.
What is conversion at the website level?
In today’s digital age, your website can be your best salesman, a 24-hour concierge desk, virtual brand experience, product and service directory, client case studies and portfolio all in one. We apply our expertise in conversion design and our knowledge of user psychology to lay these together so it’s intuitive for your users. When your target audience visits your website and finds exactly what they’re looking for, you build trust and can easily turn them from a curious perceiver into a loyal and engaged customer. A website with high conversion rates translates to more
- Engaged leads coming through your booking forms
- Direct calls to your sales teams with serious buying intent
- Increased number of successful checkout completions through your eCommerce journey
- Mortar-and-brick store visits from the Google Maps of your contact page
Top Conversion Statistics You Can’t Ignore
The proof’s in the pudding. As conversion specialists, we love working off data-driven findings to improve conversion rates for our clients. Here’s some numbers we just had to share
- Headlines that contained odd numbers in their statistics have a 20% higher click-through rate than headlines with even numbers.(Source: Communitools)Odd numbers are more believable in conversion copy. It’s easy to skip and ignore waffle. It’s hard to deny numbers and facts, especially those that look genuine and believable.
- Imagescape saw a whopping 160% increase in their form submissions, when they decreased their form fields from 11 to just 4.(Source: LinkedIn)Simplifying your checkout process increases completion rate. Bombarding an interested customer with 20 questions is a sure fire way to lose them and scare them off. For generations Gen Y, Millennials and Gen Z, ask for the bare minimum and you’re a lot more likely to keep them on the hook. Lengthy or complicated check-out processes do not cater to the majority of users nowadays who are time poor or have shorter attention spans.
- A study showed that call-to-actions that are surrounded by more negative space and less clutter had an increase in conversion rate of 232%.(Source: VWO)Call-to-actions convert better with space around them. When there’s too much going on, nothing stands out. If you remember, those powerpoint slides with chunky slabs of text were sure a chore to read back in the day.
- ContentVerve saw a 90% increase in click-through rate when they changed ‘Start your free 30-day trial’ to ‘Start my free 30-day trial.’(Source: Protocol80)Personify your call-to-actions to improve their persuasiveness. Although you might feel miles away from your readers and clients when you’re updating your copy on your web, remember on the other side of your inanimate computer are real people. ‘Submit’ and ‘Book’ are lower than the bare minimum in terms of conversion copy. Instead try some more personable copy such as ‘Secure my appointment’ or ‘Grab my tickets’.
- The current industry standard for average session duration is 2-3 minutes.(Source: Databox)Average session duration can be a good indicator for how engaging your content is to your users. 55% of the marketers surveyed reported an average session duration of more than 3 minutes, and 27% reported more than 4 minutes.So how does your average session duration compare? Is your content visually organised and easy to scan through? Are you using video or linking to other pages of your website?