How to increase online conversions, sales and enquiries

One of the most important exercises you can do to try and improve your website is to focus on improving conversions. As a Google Ad specialist, this is a conversation I have with my clients on a regular basis.

You can have the most effective, kick-ass Google Ads campaign in the world, but if it’s sending traffic to a website that isn’t user-friendly or set up to convert, then you’re never going to make a return on investment (ROI).

When we talk about conversions, we mean achieving one of the goals of your website. So a conversion may be making a sale, getting an enquiry, having a visitor download a whitepaper or brochure, or following you on social media etc.

Your website can be one of your most effective sales tools. Many people focus on driving more traffic to your website, but what if you could increase sales without any effort of increasing traffic? That’s where conversion rate optimisation (CRO) comes into play.

Conversion Rate Optimisation

Imagine you get 100 visitors to your site a day, and you have a 2% conversion rate. That’s 2 potential sales out of 100. If you spend loads on Google Ads and manage to increase your visitors up to 140 a day, you’ll get about 2.8 sales.

However, if you focused on increasing your conversion rate and managed to get it from 2 to 5%, that’s 5 sales for every 100 visits. All without any additional traffic.

If you then wanted to do the same advertising campaign and boost traffic, you’d get 7 sales out of those 140 visitors if you had a 5% conversion rate.

Sounds good to me.

So how can you increase your online conversions?

I’ve pulled together some top tips to give you some ideas:

• Set up a sales funnel that directs people from the initial landing page to the conversion
• Do A/B testing on all your key sales pages and forms
• Create a compelling and clear value proposition
• Cut the jargon
• Address visitors objections
• Increase trust by displaying accreditation and award logos as well as customer testimonials
• Communicate the value of your product or services
• Explain the benefits
• Remove distractions such as links to pages that aren’t relevant or excess text or images
• Add incentives to take action right away
• Create a sense of urgency
• Ensure you attract high-quality visitors in the first place
• Make it easy to buy from you
• Create a unified experience across all devices
• Streamline the checkout
• Collect feedback from existing customers
• Follow up with visitors that abandon their shopping cart or leave without converting (remarketing)
• Make sure your forms are quick and easy to complete
• Give people the option to have the same delivery and invoice addresses
• Show visitors how far along the checkout process they are
• Remove initial barriers for checkout – don’t force visitors to register, give them a guest checkout option

How can you improve the CRO of your Google Ads traffic?

• Start with the right keywords: Don’t bid on keywords that are too generic. Make sure all your keywords are relevant to your business, service, or products
• Write compelling adverts: Make sure the ads are highly relevant to the keyword and your landing page. Entice people to click on your ads with strong use of language and call to actions
• Test your landing page design: Test the layout, copy, and colours – all of these things can affect whether or not people complete your form or make a purchase
• Test your landing page content: As well as nailing the design make sure you test all of the content-based elements. This includes the headlines, copy, call to actions, and forms

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