Attention span has become a scarce and precious commodity online. Studies show that the average time spent on a webpage is just 54 seconds (Contentsquare, 2021). Knowing this, how do you get visitors to stay long enough to convert?
In this blog, we will dissect the anatomy of high converting websites plus learn how to improve conversion rates by looking at:
• What Are High Converting Websites?
• Top Four Considerations for Developing High Converting Websites
• Other Techniques To Try (From Conversion Rate Optimization (CRO) Experts)
• Start Generating More Leads Today
What Are High Converting Websites?
A high converting website encourages users to take action, such as making purchases, subscribing to newsletters or filling out forms.
These websites are effective lead conversion tools, often prioritizing user experience (UX) and leveraging data and analytics to optimize performance.
Remember, a website’s ultimate goal is to drive revenue for your business. Attracting visitors to your website is a great first step, but the real challenge is turning these visits into site conversions.
If your site is not doing this already, it’s time to rethink your demand generation marketing and conversion rate optimization strategy. Partnering with a conversion rate optimization agency will help you understand where your site lacks lead conversion.
Up next: We’ll discuss the important factors to consider when developing high converting websites.
Top Four Considerations for Developing High Converting Websites
There is no one formula on how to improve conversion rates, but these conversion rate optimization best practices will get you one step closer to achieving your lead conversion goals.
1.Communicate Unique Value Propositions Clearly
A high converting website clearly states unique value propositions on the home or landing page.
Whether it’s exceptional customer service, innovative solutions, competitive pricing or a superior product, clearly articulating these key strengths helps convince customers to choose you over competitors.
A great example of this is SalonWorks, a business management tool for salon owners:
Right off the bat, the company highlights what it can do and how it’ll do it for you in its above-the-fold section. The brand’s no-nonsense, straightforward messaging eliminates confusion when understanding the company’s offerings.
Then, throughout the page, the copy substantiates the company’s claims by citing specific benefits and features that would make managing a salon a breeze for business owners.
When you reach the bottom of the page (if you haven’t downloaded the app already), you’ll have all the information you need to make an informed purchase decision.
2. Test CTAs and Headlines Religiously
Use rigorous A/B testing to identify which calls to action (CTAs) and headlines resonate more with your target audience. Create variations and present them to different audience segments.
Gather data on the performance of each variation, including metrics like click-through rates and conversions. Analyze the results to determine which CTAs and headlines drive user engagement and conversions more effectively.
This iterative testing process allows a company or conversion rate optimization expert to refine a website’s messaging for maximum impact.
How To Craft Irresistible Headlines
Never underestimate the persuasive power of a good headline. Conversion rate optimization experts advise incorporating a sense of urgency, promises or results into your headlines. It’s a foolproof way to command attention and motivate action.
Here are a few examples of headlines showcasing urgency, a promise or a result:
Urgency
• Limited Time Offer: Get 50% Off on All Products for the Next 24 Hours Only!
• Act Now and Save: Limited Stock Available!
• Don’t Miss Out on This Exclusive Deal: Offer Ends Tonight!
Promise
• Transform Your Skin With Our Revolutionary Skincare Products
• Discover the Secret to Effortless Weight Loss With Our Fitness Program
• Unlock Your Full Potential With Our Personal Development Courses
Result
• How Our Marketing Strategy Generated a 100% Increase in Sales for Our Clients
• Experience Whiter Teeth in Just One Week With Our Teeth Whitening Kit
• Discover How Our Financial Planning Services Helped Clients Retire Early
How To Craft Compelling CTAs
A well-crafted CTA allows a conversion rate optimization expert to set expectations for their client’s audience. This ensures only interested and relevant users take action.
Here are a few key strategies a conversation rate optimization consultant would recommend when creating effective CTAs:
• Use strong command verbs relevant to your offering, e.g., buy, download or find out how.
• Use emotionally charged words to provoke enthusiasm and evoke a response, e.g., “Experience the thrill of a lifetime!”
• Clearly communicate the benefits or value proposition to give users a reason to act, e.g., “Get 50% off your first purchase!”
• Create a sense of urgency or fear of missing out (FOMO) factor by highlighting limited-time offers, e.g., “Only three spots left! Reserve yours now before they’re gone!“
3. Keep Forms to a Bare Minimum
Less is more when it comes to website forms. UX conversion rate optimization consultant Omar Andani suggests keeping them only to the essentials. Lengthy forms with numerous fields can frustrate users and result in high drop-off rates.
Take a look at Moishe’s form:
It’s simple, featuring only three fields for name and contact details. And yet, the form’s purpose is crystal clear: to provide visitors with a complimentary quote.
Any professional conversion rate optimization agency would tell you that respecting the user’s time is crucial. You’ve gotten them this far to consider signing up; don’t scare them off with lengthy forms.
Conversion rate optimization experts recommend keeping it between three to five fields. Anything more than that could risk site conversions. In fact, research by Formstack shows that reducing the number of form fields to four or fewer can lead to up to a 160% increase in conversions.
4. Prioritize Good Web Design
A high converting website doesn’t end with visual appeal. It should also have a clean, organized layout that enables visitors to quickly locate desired information.
You can use this checklist to ensure your website meets all the above mentioned criteria:
✔ Incorporate visual cues, such as contrasting colors and legible typography, that direct visitors’ attention toward essential details.
✔ Use wireframes to outline a web page’s structure and layout, information architecture and user flows.
✔ Avoid using poor-quality stock photos. Instead, take photos that capture your brand’s essence.
✔ Size images correctly to ensure fast load time.
✔ Use white space to increase time on pages, especially on content-heavy pages like blogs.
✔ Ensure websites are optimized for any device, including mobile, which currently has 4.32 billion internet users.
Good web design with a high potential for lead conversion looks like CREFCOA, a Florida-based real estate finance company.
CREFCOA’s website uses high-quality images, which help create better first impressions. Ample spacing between page elements and a non-text-heavy layout ensures that content is easily digestible and provides a seamless reading experience.
Furthermore, the website makes effective use of contrasting orange and blue colors. This color scheme helps to create visual interest and guides visitors’ attention to essential elements and calls to action.
The site also leverages social proof by using quantifiable evidence to reinforce its claims.
Lastly, a clear CTA helps visitors understand the next steps they can take to engage with the company or access relevant information.
To achieve great web design like CREFCOA, invest in responsive web design services or partner with a conversion rate optimization consultant for top-notch conversion rate optimization services.
Expert Tip:
Achieving a successful website involves striking the right balance between aesthetics and functionality. Consider engaging a conversion rate optimization expert to optimize your site for user experience and search engine visibility.
Any agency worth its salt should provide CRO marketing, demand generation marketing and responsive web design services all under one roof, helping enhance site conversions and drive better results for your company’s bottom line.
Other Techniques To Try As Noted by Conversion Rate Optimization Experts
Here’s a compilation of data-backed conversion rate optimization best practices approved by demand generation marketing experts:
• Add a “Chat Now” button to increase form fills by 31%.
• Use a security seal on your site to boost conversion rate by 2.7%.
• Highlight discounts in the title to generate immediate interest.
• Include benefits, social proof and credibility indicators for a 34% increase in sales.
• Feature real people on your homepage to improve conversions.
• Incorporate pain points in headlines for more clicks and form submissions.
• Change the color of your call-to-action button to increase conversions by up to 34%.
• Experiment with the placement of your “Buy Now” button for optimal results.
• Replace “See Plans and Pricing” with “Get Started Today” for a 252% increase in conversions.
• Showcase testimonials to enhance credibility and drive conversions.
• Use natural language on forms to boost conversion rates by 25-40%.
• Optimize your mobile site for a potential doubling of conversions.
• Segment users and provide personalized content for higher conversion rates.
• Strategically position your CTA button to maximize conversions.
Generate More Leads With Thrive’s Conversion Rate Optimization Services
Brands have a narrow window of opportunity to persuade customers to choose them over competitors. To make the most of this crucial moment, high converting websites employ several key CRO marketing strategies to set them apart:
• Clearly communicate unique value propositions.
• Test CTAs and headlines rigorously.
• Keep forms minimal.
• Prioritize good web design.
If your conversion rate optimization strategy is not driving the desired traffic, Thrive is your go-to conversion rate optimization agency. Whether it’s boosting sales, social media shares or form submissions, our proven conversion rate optimization services will help you triple your leads.
Contact Thrive Today to see how our proven digital marketing solutions can boost your conversions.
