Don’t Sit Stagnant — Fine-Tune Your Website Conversion Optimization Strategy

Don’t Sit Stagnant — Fine-Tune Your Website Conversion Optimization Strategy Featured Image

Are you still hoping a newsletter and some banner ads will bring visitors to your site and convert them into customers? Then you’re in trouble.

Don’t get me wrong, getting into a prospect’s inbox with a newsletter will always be an effective way to stay at the forefront of consumers’ minds.

Banner ads — not so much. Banner blindness pretty much reveals how stagnant they became years ago. That is, when ad-block software doesn’t hide them altogether.

The point is that you have to keep evolving; and more importantly, adapting. Adapting to how you can best use new technologies that are emerging for website conversion optimization.

Sitting stagnant is the kiss of death. Yes, sometimes it’s really hard to keep up with all the new technologies. But it’s worth the effort to stay ahead of the game. And then there are some older digital strategies that are welcomed with a new twist.

Here are a few tools, some with a twist on older digital strategies, to keep you ahead of the game.

Page Load Speeds

We all know by now the effects a slow page load speed has on conversions. You’ve probably heard about the study by Amazon that showed that every 0.1 reduction in response time resulted in a 1 percent decrease in sales.

Mozilla saw a 15.4 percent increase in downloads when they increased their page load speed by 2.2 seconds. That’s no little thing. It resulted in 10.28 million additional downloads annually.

But guess what. Your page speeds aren’t as consistent as you think. The addition of third-party scripts and codes, along with unknown changes by your service providers, can bog down your page load speeds. You might not ever even know it.

To help, there are tools out there where you can conduct site speed tests manually. But what happens if there is a problem and you haven’t been able to run a test?

A tool called Maxly provides continuous monitoring of page load speeds and sends out alerts every time your load times are affected.

As you can see by the monitoring of Twitter’s site below, even a site redesign can be dangerous for your page load speeds. The outcome here was that their page load time nearly tripled.

Source: Maxly
Source: Maxly

Besides viewing it from just a conversion aspect — you also have to remember that Google and other search engines have made it clear that they will give preference to sites with fast loading sites.

Mobile

OK, so we also know that mobile Internet usage surpassed desktop usage last summer, to the point you absolutely need to ensure your mobile site is optimized.
ComScore Mobile vs Desktop Users

That means you’re in big trouble if you haven’t focused on your mobile audience. We know that the user experience of a desktop site on a mobile device is awful.

Take a look at the Jones Soda Co. website on a mobile device before and after they went mobile.

Jones Soda Unoptimized Site Jones Soda Optimized Mobile Site

The Jones Soda Co. uses Adaptive JavaScript Technology for their mobile website. Why does it rock? Because, you don’t have to maintain both a desktop and mobile site separately. The content is delivered from the same URL, to each device as specified.

This also means a lot less work and a lot less cash out to your developer.

This new interface provided a superior presentation of the Jones Soda Co. website and their brand, which yielded significant results for the soda company.

They were able to increase their conversion rate by 103.59 percent. And more importantly, they increased their revenue by 225.88 percent. Their transactions were increased by 127.78 percent; their average order value increased by 43.07 percent; and unique purchases increased by 170.73 percent.

And don’t forget about reaching out to your mobile audience with mobile apps. I saw an interesting case study that supports why you need to jump on-board.

PrivateFly had an app created that would allow their mobile users to find the closest airports with private jet charters to their location, along with prices.

This app has been downloaded more than 100,000 times and accounts for more than 10 percent of all their revenue.

Unbelievably, one mobile app user booked a $500,000 flight. This leads to the question: What if they hadn’t had the app? Which of their competitors would have closed the deal on this mobile shopper’s booking?

Customer Support

We all know how critical customer support is to capturing customers — especially online. Unlike in the store, there often isn’t someone visitors can easily turn to for help.

Have you ever been in a big box store and needed help from a sales associate to find what you were looking for? Maybe you even came close to chasing one down once you spotted them in their brightly colored vest.

How about those times when you scurried from aisle to aisle looking for help but couldn’t find a sales associate anywhere. How frustrated did you feel?

Your website should be able to quickly satisfy your visitors and convert them into buyers. Or you risk losing them to your competitors — they are only a mere click away.

American Express reported that when it comes to a poor customer experience, nearly 95 percent of consumers talk to others about that bad experience. So you better make sure you’re not providing shoddy customer support.

You need to have your contact info prominently displayed — the toll-free number at the top of the page, a contact button, and you better provide live chat for those who want their questions answered quickly.

But you can adapt by going that extra step and making your customer support superior.

One option is co-browsing, or screen sharing, in order to provide that extra support. With co-browsing, customer support representatives can share their visitors’ Web browser to help assist with any issues.

Another option is to make actual satisfied customers a source of customer support. They know the products, they know the brand. Many are more than willing to help.

And don’t forget about improving upon help desk tickets. Sure, you can use the old system of muddling through a flurry of emails and hope that you properly addressed each customer’s issue.

Or, you can implement a ticket system where no issue can fall through the cracks. The ticket has to be closed. In other words, the issue has to first be resolved before you can close the ticket.

Video

We’ve also seen the importance of video in regards to conversions. But are you just putting up a video and assuming it’s doing well? Or are you tracking and analyzing activity to figure out how to improve?

As you can see from the below Wistia analytics, this video is getting 85 percent engagement with 5,100 loads at a 74 percent play rate. Furthermore, you can see by the specific bar graphs where people are dropping off and at what point they are the most engaged with the video.
Wistia Video Analytics

This provides ample info to make necessary changes.

You should also start thinking about interactive video as well. This can come in the form of adding clickable “hotspots” to a pre-existing video. Or, you can design a video from scratch where viewers pick the path to which the video will take them. WIREWAX reports seeing a three times higher engagement rate with their interactive videos. They also see a 17 to 48 percent click-through to conversion rate.

Social Media

Digital marketing through social media has also been around for a while. But you really can do more than just make daily tweets and Facebook posts.

ReadyPulse helped swim gear designer FINIS take full advantage of their social media accounts and turn their most loyal consumers into ambassadors.

FINIS launched an “Introduce Yourself” campaign where they asked customers to make social media posts engaging with their brand and gear.
Wistia FINIS Social Media Campaign
FINIS Social Media Campaign

But it didn’t stop there. They were also able to take those posts and display them on their website along with “Buy Now” buttons.

FINIS saw 50 percent visitor engagement with social proof content and their average order value increased by 73 percent.

User Experience

Are you letting your visitors guide themselves through your website or are you adapting their user experience by providing an experience that is specific to them?

Personalization allows you to create a unique user experience to each individual visitor based on their specific wants and needs.

At just the perfect time, you can present the exact message to each visitor based on where they are clicking to ascertain their needs.

SlideShark was able to increase their trial sign-ups by 150 percent using personalization. They also saw their sales inquiries increase by nine times.

Content

We know the importance content plays in the digital space. What happens if you don’t have the time or resources to create content? Outsource. Either hire freelancers or a digital marketing agency to create the content or use pre-existing content from third parties.

Trapit, a platform that helps to businesses find and distribute third-party content helped HD Vest’s 4,500 independent financial advisors stand out as thought leaders.

CMO, Ruth Papazian discussed in a webinar how one advisor landed a million-dollar deal with the third-party content strategy in place.

Furthermore, in order to be successful, an optimal visitor experience is vital in content marketing. If your content involves a lot of files and applications, it’s important that you adapt to how you’ll be delivering it to visitors.

Many complexities exist when it comes to devices and format. CDNs, or Content Delivery Networks, make sure that content is received by visitors with optimal security and performance. Content is also delivered quicker.

Competitors

Are you responding to what your competitors are doing? Or are you just assuming you’re doing it better?

If you want to stay on them doggedly, there are tools like Kompyte that visit competitors’ social media profiles, websites, ads, and newsletters in real time. Every time your competition changes their pricing, launches a campaign, or a new competitor enters the scene — a notification is sent.

Abandoning Visitors

Face it. Visitors leave. No matter how much you’ve spent to bring them to your site, ultimately it’s their choice whether or not they want to stay.

Some of that may be due to how well you’ve optimized your site for conversions. Some of it might just be that they were distracted by a phone call, dinnertime, their dog — who knows.

So how do you adapt to this fact? You go after them again.

There are several solutions out there that help businesses re-engage abandoning visitors.

There’s email follow-up to those who have abandoned a site or a shopping cart.

Before implementing a retargeting platform through Rejoiner, analytics revealed that Liftopia was losing close to $1.3 million dollars in their prime season from shopping cart abandonment.
Liftopia Cart Abandonment Analytics

By sending an email follow-up to abandoning visitors, they were able to recapture $714,251.16 in four months and recoup 17 percent of lost revenue.

There’s also exit intent that detects when visitors are likely about to abandon and then displays a message to draw them back in.

I really like the concept of a site called CartCalling. As visitors are about to abandon — they ask them if they need help and then visitors punch in their phone number.

Have you ever been on the phone forever with, say your electric company, trying to resolve an issue or pay a bill? It’s aggravating.

But then there are those companies reduce your time waiting on the telephone by asking if you’d like a call back. A call back? Definitely!

Now you’re freed up to do all the other things you need to do. And it’s all on the company now. They’re the ones that will do all the work.

That’s exactly how your visitors feel. They’re frustrated and they have a million other things to do. That’s why sometimes they give up and leave.

Punching in a call-back number takes all the work and frustration off of them and shows that you will now take it over for them.

You can also use retargeted ads. Once a visitor abandons your site and then browses the Web — they are shown your ads because they’ve been to your site before. This creates familiarity in their minds and reminds them about you from their visit before.

Conclusion

We’ve seen the importance of site speed, social media, video, addressing your mobile audience, user experience, content, and watching what your competitors are doing.

But what you really need to do is keep up with the new technology that is available to help you improve your conversion rate. In other words, adapt.

Adapt to the digital climate and find ways to get the most out of digital strategies that have been around for a while with new technologies that are emerging.

When you add a new twist, you take full advantage of what each digital strategy can do for your bottom line.

Schedule Your 1-On-1 Conversion Optimization Strategy Consultation Now

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