If your conversion rate is nil or very low despite getting 100+ visitors to your website on a daily basis, then you must pause for a moment and find out what is wrong and what should be done to fix this issue before you plan for running another campaign to get more traffic.
In my opinion there could be three reasons why you are not getting conversions:
1. Website Copy
There must be an intent and a specific objective for everything you do in your business. An activity without intent and objective is a mere time pass and you can’t call it a business process. The same is true with your website content.
Look at your website’s copy. Do you think the content is trying to achieve something for your business? Is it encouraging your readers to perform certain call to action?
If your answer is ‘No’ to any of these questions, then you need to change your website content. You need to make it more specific and goal oriented that encourages call to action.
If you are among those who think that users don’t have time to read the website content, then please be aware that landing page’s copy play a very critical role in converting traffic into a lead or a query.
2. What are you selling?
I have visited websites of many companies especially SMEs that I know about. Most of the firms are loved by their clients for excellent customer service and high quality products however their websites don’t reflect their core expertise or the quality of products they are selling. In some cases, the content was so generic that you can’t even figure out the services provided by the companies. This must change.
Your website must reflect what you are selling. If you are selling products then the site must explain the features and benefits of your products.
However, if you are into service businesses or B2B business that requires personalized selling, you can still generate the high value leads from your corporate website.
I suggest following an approach to generate B2B leads from corporate sites:
a. Case Studies
Having real case studies is a must for B2B businesses. A good case study reflects the challenges faced by your clients and the solutions provided by your firm to overcome those challenges. It instills confidence in your visitors that you know their industry and business and they can trust you for their requirements. No wonder, 13.8% of the users who read case studies convert as leads.
To supplement the claims, you have made in your case study, you can also place a testimonial by the client that reflects client satisfaction.
While writing case studies, please note that vague case studies hardly convert because they doesn’t instill confidence in readers and they don’t believe in what you have written.
b. Prominently Displaying Clients’ Logo and Press Coverage
If you have worked with well-known brands and got press coverage, then you must show it off. Having reputed brands as your clients creates a great first impression on your visitors’ mind.
Needless to say, a great first impression combined with powerful copy help you generate more queries for your products or services.
3. Solid strategy
All of us have a single business objective: To sell more and make more money.
However, those who have a clear strategy tend to achieve their goals more frequently than others. So do you have a clear web strategy to generate more traffic, lead and sales?
Have you used powerful Customer Relationship Management tools to manage incoming leads and appropriate follow up?
If not, this is the right time to have an efficient integrated marketing strategy and implementing it effectively.
4. Conversion Funnel
So, you have heard this quite a lot of time. Sales funnel or Conversion funnel.
The conversion funnel is a marketing system. It is a well-intended and ideal process that you want your users to experience as they go from traffic to lead to customers to repeat buyers.
Having a conversion funnel will boost your inbound leads and channelizing these leads will further multiply the probability of getting more revenue from existing and new customers.
5. Website Speed
Speed is a critical attribute of your site that decides the fate of your incoming leads. Nowadays users don’t have patience to wait for your site to load. If your site is slow to load, you are losing customers. This is true for B2B as well as B2C businesses.
According to a research “For every second’s delay in page response, there is a*7% decrease in conversion rate.”
You can try Google Page Speed Insight tool to find out your website speed and how it can be improved further.
These are some of the ways you can convert your visitors to customers. You can try different techniques and check which works best for you. You have to be creative to squeeze maximum benefit out of your existing visitors.
Shifting your focus from traffic to conversion and optimizing the conversion further will go a long way to speed up your business growth. While doing this you must know that you can’t achieve high conversion rate in the very first attempt. It requires consistent efforts and step by step progress to achieve a decent conversion rates.
These are the methods that worked for me to improve conversion rate. I would like to know what has worked for you. And which other techniques will help boost the conversion further.