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How to convert visitors to prospects on your website

Now you have the traffic, how do you convert? Here are our top 5 Conversion Rate Optimization tips for converting traffic to your site.

Know your users

There is no better place to start than getting feedback directly from your audience. Understanding what they are really looking for can be done in lots of ways, from looking at user intent to simply asking them.

One simple way to gain user feedback is to add a short survey using a tool like Hotjar Polls to conduct research on your website’s visitors. Find out from your audience what they would want to see. Focus the questions on your visitors’ needs, motivations, problems and expectations rather than potential features or suggested solutions to get the most insightful data. You can also send surveys out to your email subscribers, and post them on social media to get the most feedback possible from your intended audience.

Reduce bounce rate

Two simple steps to reduce bounce rate are:

  • Improving the responsiveness of the design
  • Increasing page speed

Given that more users than ever now access websites on their mobile devices, responsive design is of paramount importance. Run experiments on both mobile and desktop to test design elements such as page layout, font size, background colour contrast and calls to action. Also remember to keep images and CSS as light as possible.

Alongside non-mobile compatible sites, slow websites will have a detrimental effect on your bounce rate. Speed tests such as PageSpeed Insights by Google will help you quantify site performance. PageSpeed Insights provide actionable steps to resolve technical and design issues.

A/B testing

A/B testing is, quite simply, comparing two elements to see which has the best results for your goals. Also known as split testing, you are showing some of your audience version A and some of them version B to see which works better. The results of these marketing experiments then inform decisions on content, call to action buttons, design and pretty much everything you can think of.

A/B testing works for all businesses, no matter which industry you are in. A/B testing is all about understanding what resonates with your audience and how to encourage action. Our SEO Account Manager Seb Irving explains how to run an A/B test using Google Optimize in the video below.

Ask About Conversion Rate Optimization

Run tests on high traffic pages

In order to get conclusive results in CRO, you need a critical threshold of traffic, so it’s important that you select high traffic pages on which to run tests.

To find your high traffic pages on Google Analytics follow the guide below.

Add Trust Signals

Add credibility and certification to your website from sites such as Trustpilot, Trust Arc or even Google Reviews. Demonstrate your expertise, authority and trust by showcasing the qualifications and profiles of your authors.

If you would like to find out more about Conversion Rate Optimization, visit our solutions page on the link above, watch our customer testimonials or join our web services team as they discuss SEO and CRO in more detail on the webinar link below.

Posted by Rebecca Turpin

Manchester born Rebecca has a first class B.A.(Hons) in Photography from the University of Plymouth. Rebecca began her career in 2017 working as a sales and marketing assistant for a healthcare company before moving in to an agency position in 2018. She spent two years running a small agency in Salford until 2021, gaining marketing skills and invaluable experience working with clients before coming to AZoNetwork. Outside of marketing, Rebecca loves anything outdoors, the theatre and any creative activity that lets her be covered in paint.

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