Your website needs to express your company’s identity and mission, but at the end of the day, websites are designed for one reason: moving people closer to a sale. Some companies have smaller, static websites that mostly convey information, but the bulk of B2B companies have at least one place on their page for a visitor to convert – sign up for an e-mail list, schedule a trial, etc.
It’s important to optimize your website’s conversion rate to help you turn visitors into prospects. Fortunately, there are some relatively easy steps that can have an instant impact on your site’s ability to convert users and nudge them down the sales funnel.
Understand Your Visitors
To create a website that gets people to take action, you have to know what they want. Are they dealing with the type of problem or obstacle that your business specializes in solving? Where else might they look for this information, and how can you differentiate your page from those other sources?
To answer these questions, you need strong buyer personas. If you already have them, spend some time updating existing personas with more recent information. Start by thinking about your most ideal customer and create a buyer persona around their needs and interests.
Remember Your Microcopy
Small words in miscellaneous sections of your site might not seem like a huge deal, but when it comes to improving conversions, they can have a tremendous impact. Take button text, for example. Lots of companies make the mistake of having their buttons say “Submit,” but conversion authorities from HubSpot to Unbounce all advise against using this word.
Instead of boring words like “Submit,” try using terms that inspire excitement: “Let’s go!” or “Yes, I want to become an expert.” It might seem unconventional, but you’d be surprised how much more of a response you’ll get from using button text that elicits emotion or paints a picture.
Experiment With Color
Have you been using the same color for your text, background, menu items, etc.? Try switching things up! Color can have a much larger impact on website visitors than you may think. Did you know that people make an initial assessment of a product or person within 90 seconds of first seeing them, and up to 90% of that assessment is based on color alone?
If you’re not sure which colors to use, check out a color psychology resource to guide your decision. Neil Patel’s Quicksprout blog offers an in-depth look at colors as part of its comprehensive guide on consumer psychology.
A/B Test Everything
If you aren’t A/B testing each element of your website, how will you know what works and what doesn’t? Remember to only test one part of your site at a time – not only will this make it easier to gather and understand analytics, it helps you see which elements are making a real difference in improving your conversions.
Unfamiliar with A/B testing? Mashable has a great index of A/B testing tools that can help you learn what changes are helping conversions the most. If you change the right things, test your site consistently, and make improvements based on the results, you’ll stand a better chance of turning page visitors into buyers.
When it comes to building a website that truly converts, think Comit Developers. Our team of dedicated developers will tailor your website that’s specific to your needs, and with 15 years of WordPress development experience, you can rest assured that your site is in the right hands.
