How to Make a High Converting Website?
What is the purpose of your website? If it is to grab new leads and convert them, the focus of your site will be much different than if you’re merely sharing information. Figuring out what makes your particular audience take action requires a bit of research, though.
WordStream looked at conversion rates across different industries by analyzing thousands of Google Ads. They found the top converters hit over 10% in conversions no matter the type of business. While the exact percentages vary, aiming for a 10% or higher rate is a smart move.
High converting websites have similar traits. It isn’t just about one aspect of the site. Everything must come together to create an amazing customer experience (CX) so there’s no room left for doubt and the consumer makes a purchase. Here are X elements of high-converting websites.
1. Know Your Audience
Before you can figure out the offers that might drive a site visitor to become a lead, you must know what your target audience wants. Create buyer personas reflecting the pain points of your typical customer. How can you solve a problem they face?
2. Show Before and After
Before and after photos are a powerful incentive for the client to share their information. This approach works particularly well with home improvement and cosmetic procedures. The before and afters show your ability to make something beautiful but they also offer ideas for how someone might change their own home or appearance.
Continental Door Company showcases some of their best door replacement results. By showing the garages before they installed updated hardware, there is a clear difference between the two. The pictures highlight their ability. The user can envision what new doors might look like on their home or business.
3. Speed Up Loading Times
In a study by Walmart on site speed and conversion rates, they found for one second of faster loading they had a 2% improvement in conversion rates. Look for small ways of improving your website’s loading times. Compress big files, get rid of scripts and utilize caching when possible.
There are numerous tests you can run to see what might bog down your site. For example, Pingdom offers a free speed test with a report on what you can do to improve numbers.
You should also speak to your server. If you’re currently on a shared hosting plan, your speeds might suffer. Look into the possibility of a virtual private network or dedicated server.
4. Improve Your CTAs
The calls to action (CTAs) on your website can either make or break your conversion rates. If visitors land on your page but don’t know what the next step is, you’re missing an opportunity to collect their information or turn them into customers.
First, know what the goal of your page is. You might want them to sign up for a newsletter, grab a free quote or make a purchase. Once you know the purpose of the landing page, it’s easier to come up with a CTA driving the buyer to the next phase of the sales funnel.