Capturing an audience and driving them to your website is great, but are you doing enough to convert traffic into sales?

You have a nice website, you’ve implemented SEO and figured out the type of Google and social ads that speak to your target audience. You are consistent with your online activity and you have created content that engages your niche. But are these leads actually converting when they land on your website?

Focusing your marketing efforts to generate traffic is very important, but this traffic means nothing for your business if it doesn’t convert into actual sales. There are so many reasons to why your traffic might not be converting.

Here is a breakdown of the main things you should to do to increase your conversion rate:

Top Tips to Convert Traffic

Optimise Your Landing Pages

Never send traffic to your homepage. Your homepage is too general and impersonal to get your target audience to convert. You need to create landing pages that directly speaks to the needs of the audience you’re targeting. The more relevant the page is to the initial query the user had, the more likely they will convert.

Here are the main elements you need to include on a successful landing page:

• Clear title
• Visuals
• Simple direct copy
• Clear call-to-action
• Easy and quick form
• Social sharing buttons

You can also use tools like Mailchimp or Get response to help you build landing pages easily.

Understanding where to place these various elements and how to word your landing page is very important. Keeping the user experience in mind when creating copy will increase your chances of conversion. Read more about UX copywriting here.

If you’re struggling with your landing pages or website copy, our team can help you optimise this for your target audience.

Create Added Value

So your online campaign is still driving traffic and your landing pages are now looking good too, but the conversion rate is still not as high as you expected. Something you should try to increase your conversion rate is added-value offers.

Added value can be anything your business can afford, like offering free deliveries or easy return policies. By lowering the barriers for a sale and creating added value you are making the decision easier for the user. If your business runs on a month-by-month subscription model, allowing a free trial period or throwing in a free month for users will incentivise them to at least try your service.

Netflix makes it really easy for users to convert by having a no commitment ‘cancel anytime’ policy and also providing a free-month for users.

Take note at the copy’s clear and simple messaging on the Netflix website.

Understand Your Traffic’s Behaviour

Something else you can do if you are struggling to convert traffic is explore the route customers take on your website. Try to understand where users are entering from, how they are navigating around your website and where they are exiting your site. You can get most of this information using Google Analytics.

This will help you improve various elements of your website including how things are worded or even where certain images are placed.

Read more: How to Perfect the Customer Journey Online

There are great tools that give you deeper insights into user interactions with various elements of your website. Crazyegg and Fullstory are some of the most well known analytics platforms for this.

They provide visual heat-maps that show you how the user is navigating your website by following their cursor’s movements. This will allow you to optimise your website by giving you a clearer idea of your customer’s journey.

Our team can help you convert your traffic by creating strategies and implementing them for you. Contact us for further information.

Read more: How to Write Engaging Content