When you're trying to acquire customers with your website, conversion rates can matter. Consider this hypothetical question: Would you rather have twice as much traffic to your website, or would you rather have twice the online conversions? Ideally you'd want a better conversion rate so that you can later scale traffic to your website.
For many businesses, knowing where and how to begin improving their online conversions can be a daunting task. Fortunately there are plenty of tools out there that can help your website turn visitors into paying customers.
1. Google Analytics
I believe the best conversion rate tool you have at your disposal is Google Analytics. Oftentimes companies don't realize the metrics that Google Analytics can give you: knowing what pages are causing people to leave your site (bounce rate), what pages are converting best (goals) and the highest-converting sources of traffic, to name a few.
Google Analytics is free to sign up, and getting a firm grasp on how people use your website can be essential to learning how to improving conversion rates.
2. Google Optimize
Google Optimize is a hidden gem in the Google Analytics suite. Optimize allows you to tailor your website specifically for any type of visitor and run A/B testing at the same time. This can be helpful for a company that is looking to squeeze the most out of each visitor.
You could, for example, show visitors from Facebook a message asking them to follow your brand's Facebook page. Or maybe show a coupon to visitors who have spent a long period of time on your site, giving them incentive to buy your product.
As of the time of this writing, Google Optimize is invite-only, but you can sign up here for the beta.
3. Free Shipping
In 2016 Walker Sands Communications company surveyed more than 1,400 U.S. consumers and found that nearly 9 out of 10 admitted that free shipping was the biggest incentive to buying online.
If you can find a way to offer free shipping, it might be helpful in encouraging more sales. You might find that the added expense would be offset by gaining a customer.
Hellobar is simple and effective. It lets you add a floating bar on the top (or bottom) of your website with a call to action. You can then test variations to see which performs best.
Optimizely is an A/B testing service that lets you create experiments and test different variables to get the highest online conversions.
You can test things like button colors, different headlines, layouts or entire blocks of content. What makes services like Optimizely so compelling is that you can change all of these types of content without having to touch the code. It's all done through Optimizely's interface.
6. Visual Website Optimizer
Visual Website Optimizer (VWO) is another A/B testing service that allows you to run tests without needing to understand HTML. You can create these tests using VWO's drag-and-drop interface to help you figure out the right variation that can produce the best online conversion rates for your website.
7. Intercom Acquire
Intercom is software that allows people who are visiting your site to engage with your team via real-time chat. This allows potential customers to answer questions and initiate the sales process on their end. By allowing the potential customer to talk to an actual person and address their specific need, it can help improve online conversions.
ZenDesk, like Intercom, has a suite of products that allow you to educate and engage customers as they visit your website. ZenDesk allows potential customers to message you, chat with your company and look up support articles, among other features.
Sumo provides a suite of tools that help you capture customers through smart email forms, social sharing tools, heat maps and other tools.
CrazyEgg gives you insight on how your website performs with heat maps that show exactly how your visitors use your website. You can see how they click and scroll through your website, gaining intel on what they actually pay attention to on your website.
Kissmetrics is a mix of an A/B testing platform and analytics platform. The service gives you insight as to what users are doing on your website, and then allows you to use that information to improve how your website performs. Kissmetrics offers a suite of products geared towards improving your online conversion rates and calls to action.
When you have a landing page dedicated to pushing the visitor to only doing one action, your online conversion rates may go up.
This is where Leadpages can help. You can create landing pages that do things like sell products, sign people up for newsletters or even webinars.
A broken website can negatively affect your online conversions. With all the different types of tablets, phones and computers, your website might not perform well across some platforms or screen sizes.
Browserstack renders your website across 1,000 different browsers, allowing you to see if there are any breakpoints in your design that might be killing conversions.
Performing a giveaway or a sweepstakes on your website can be a driver for email signups or social engagement. ViralSweep provides a platform for creating sweepstakes or contests for your community.
Drip, a Leadpages company, is an automated marketing platform that allows you to build automated email sequences for people who sign up for your email lists. These email sequences are sent automatically at intervals, helping to give your subscribers content that engages.
Read more articles on marketing & sales.