6 unstoppable methods to increase your conversion rates
Having a beautiful website, which shows the values of your B2B company, is essential.
But what could you use for a website that remains a pure showcase of your solutions, if it also did not take the relay of your sales team, generating your quality leads?
Ready to blow up your counters?
1. Work your conversion path
Does the term “conversion path” mean anything to you?
This is the path that the prospect goes through on your website, which allows him to go from anonymous to an identified lead, via a completed form.
As much to tell you that a well-tuned conversion path is essential to make your website the relay of your sales team.
This conversion path is composed of several stages:
- The call-to-action, which is the first item that catches your prospect’s attention, and on which he clicks;
- The Landing Page, or landing page, on which it is found after clicking on your call-to-action, and which contains the famous conversion form;
- The Thank You Page or the follow-up email, who thanks the lead for leaving his information and delivers the content promised on the Landing Page.
However, to achieve an optimal conversion path, there are good practices to apply to each of these steps.
Your call-to-actions
They must be different from the rest of the pages of your site where they are, and stand out graphically, to attract the eye of the visitor.
Also, be sure to place them in key locations, where they provide content relevant to what the page exhibits as a flagship idea.
Also insert in these buttons or banners catchy text, with an action verb, such as “Download” or “Click”.
Your Landing Pages
We have already had the opportunity to talk about it in our guide to create a powerful Landing Page, but a booster is never too much for this key conversion point.
Make sure you highlight on these pages 5 essential elements:
- Some elements of reassurance as customer testimonials;
- A unique value proposition, which describes the content to download behind your form;
- A visual that illustrates your offer, without phagocyting your proposal;
- The benefits of your offer summarized in a few points;
- A form that only requires the information necessary for your lead nurturing or your sales force.
Your Thank You Page or your email follow-up
Whether you have chosen to deliver your premium content on a dedicated page or via an email that follows the filling of the form, the principle is the same:
- Deliver the content you have promisedon the Landing Page;
- Thank your prospect for the trust they place in you by sharing their data;
- Propose another consistent conversion point with the first, such as other content (case study, eBook …) or a hard-hitting blog post, related to the topic.
With all these good practices well put in place, here you are before a website that leaves nothing to chance as to the conversion path of your visitors!
2. Treat the user experience of your website
Brand-New user experience is just as important for your conversion rates.
When we talk about user experience, we talk about how you give your business to your prospects, even on your website.
In short, this is the experience that will put a visitor or lead in a particular state of mind when visiting your site.
And what state of mind do you want to give to your prospects? That of being converted, then turn them into customers, of course!
To do this, and bring them an impactful user experience, two watchwords are de rigueur: simplicity and customization.
These two keywords will then be found in many good practices, such as:
- Create a unique design for your website that reflects the image you want to give your business.
- Adapt your website to any medium, be it desktop screens, mobile screens or tablets.
- Work on the ergonomics of navigation on your site, creating clear menus: users must always know where they can go, and where they are in their visit.
- Customize the items displayed on your pages according to the profile of the user. Some CMS, such as HubSpot, allow you to include inserts whose content varies depending on the actions previously conducted by the visitor.
The key to the success of optimal user experience: Put yourself in the shoes of your target, and meet their needs.
3. Irrigate your site with elements of reassurance
If some of the prospects who land on your site are already convinced and ready to buy your solutions, many of them are only looking for information, which they will use much later to make their choice.
So how to differentiate from the beginning, and make them want to fill out a form now, to view high-value content? It’s simple: you need to reassure them.
While well-written legal notices and terms of use are essential to reassuring your prospects, there are other things that can help increase your conversion rates.
This is the case of elements of reassurance such as:
- Elements of “social proof”.These are customer testimonials from social networks or online review sites (such as Google My Business), which you embed in your key pages (sales pages, Landing Pages) to prove that other targets have already trusted your business.
- Elements that provide more information about your solution, such as Frequently Asked Questions. These answers to the most frequent questions from your prospects will prove that you care that your customers use your solution in the best possible way, in full awareness. Also think about chatbots, which can bring more information to your potential customers.
So many small differentiating elements, from which you can irrigate your website, which will encourage your prospects to take action, by filling your forms … or by subscribing directly to your offer!
4. Propose a free trial of your solutions
No doubt that Inbound Marketing can help you increase your conversion rates by providing valuable downloadable content for your prospects.
However, for your targets ready to buy your solution, there is an even more direct way to convert them: free trials.
If you sell software in SaaS, it’s easy to offer a free demo, over a limited period of time, to these prospects.
just add a “free demo” button on the key pages of your website, and follow some good practices, which we have detailed in a full article on this subject.
And if the solution that you sell does not allow to be tested in self-service, how to proceed?
You can easily integrate a form that allows you to make appointments directly with one of your sales representatives, to plan a personalized presentation, for example.
Just keep in mind that your prospects appreciate, today more than ever, immediacy and autonomy.
Having them tested or making an appointment independently, without having to contact you directly by phone or email, will make them much more inclined to be converted into a lead.
5. Make your cold targets come back to you
Until then, we have proposed solutions that increase the conversion rate of your new targets.
But there is a second store of value, too often overlooked by companies that do digital marketing: the cold targets that have already read the solutions of your company.
These may be anonymous visitors who have been placed on your site without being converted via a form.
In this case, remember to bet on the retargeting. It is a web marketing technique that records visitors’ IP addresses and re-exposes them to your business on third-party sites that they visit.
They are then exposed to banners that call them back to your website, to finally be converted.
But do not forget to address the leads that sleep in your database, and have not returned to your website since their last conversion.
To do this, nothing better than marketing automation: scenarios of automated email campaigns, which offer them relevant content to consume, and matures them through new conversion points.
In short, lead nurturing also contributes to increasing your conversion rates: do not neglect it!
6. Focus on A/B testing
Finally, remember an essential: a conversion rate can always be improved.
Or, to continuously optimize its conversion rates, you have to test what works and what does not work on your targets … and therefore do A / B testing.
We talk about A / B testing when we test, on a small part of the visitors of its website or the recipients of its emails, some elements of its web marketing.
So regularly test the key conversion points of your digital strategy:
- Your call-to-actions and your Landing Pages;
- Your email objects as well as their senders;
- Content promoted on certain pages of your site…
The more you test, the more you understand what your targets expect from your business … and the more you can satisfy them, to better convert them.
By setting up these 6 methods, no doubt: your conversion rates will soar, and thus allow you to get more business opportunities to turn into a business!
Conclusion:
Our business consulting programs helps to break the performance of your business down into customers and product groups so you know exactly which customers or product groups are working and which ones aren’t you can make the changes needed to get the best results out of your business. Our business consulting programs helps to break the performance of your business down into customers and product groups so you know exactly which customers or product groups
