Increasing your conversion rate doesn't have to be a guessing game. One business owner shares how she nearly doubled her rate with one change.
Like most business owners, you likely want to reach more people and get more clients. Whether it's to make your clients feel good about themselves, be more energized or to hire your services, your ultimate goal is to get more people to interact with you. Even more important, you want to convert them into paying customers; otherwise, it's not a sustainable business.
In this article, I share my trial-and-error experience and how in one important and simple step, I went from a conversion rate of 0 percent to 19 percent. You can do it too.
As a business owner, I always look for ways to improve my reach and my site's conversion rates. I read books on business, attend seminars and workshops, and I keep myself updated with the latest news. As a web designer, I’m implementing all of the tips I learn onto my website and monitoring their results within days.
To measure how effective those changes are, I constantly monitor the results they bring with the following key elements:
- How many new visitors are coming to my site every week/month?
- Where is the traffic coming from? Is it organic or from a social media platform?
- Which keywords generate more traffic to my site?
- Which social media platform generates the most leads?
- Which post generated the most traffic?
- How many visitors does my site convert into actual clients?
The main goal of my site is to get visitors to schedule a call with me.
To achieve this goal, I added a Start Here page, and I constantly monitor its conversion rate. In order to make the Start Here tab in the menu bar more prominent (so it will drive traffic to the designated page), I followed Neil Patel's advice from his article "19 Psychological Principles That’ll Improve Your Homepage Conversion Rate" on the importance of visuals and how to make some items on your page stand out so they grab visitors' attention.
I kept a close eye on it, as I was sure that this will give my ideal client the option to take action with just one step. Although the traffic to the Start Here page was high, I noticed, to my surprise, that the conversion on that page (the percentage of people who actually fill out the form) was close to zero. This made me realize I needed to improve the conversion rates on the Start Here page.
In his article, Patel states that giving people fewer options increases conversion rates. Following his advice and the recommendations of others gleaned through further research, I shortened the form. Instead of having 12 questions, I asked only two questions (in addition to name, email, phone):
- What kind of services are you looking for?
- Is there anything else you could tell me?
My plan was that once a prospect fills out the short form, I would follow up with the rest of the questions as well as a link to my online calendar so they can schedule the call with me.
A couple of weeks later, I checked the statistics again and noticed that the conversion changed from 0 percent to only 1 percent. Now I was really puzzled. What's going on?
Then it came to me: What if I replace the fields with my online calendar so that when prospects visit the Start Here page, they only see my online calendar? No questions at all! And only after a visitor selects their preferred time, the questions will then populate. The result: A sharp spike in the number of scheduled calls on my calendar. In fact, the conversion on the Start Here page jumped to 19 percent, and it keeps going up!
Here’s what I think happens: I simplified the first step, which is mentally the hardest. Once people take the first step, it's easier for them to move forward in the process, whether it's filling out a form or providing their credit card information. Do you see how getting all the stats and insights on your website can help with your conversion and sales?
If you are not getting this user experience information from your website, you are leaving money on the table, as this is one of the best ways to test the effectiveness of your website and online business and to truly understand what makes your prospects take an action. It's one thing to know your target market; it's another to get them to click on your images, offers and links.
Here are the tools I’ve been using to monitor my statistics: