Looking to improve your conversion rate? Check out 5 ways brands can increase conversions including taking advantage of data and improving website UX.

5 Ways Brands Can Optimize their Website Conversion Rates

<p dir="ltr">There's no doubt about it, <a href="https://union.co/services/data-brand-strategy/conversion-rate-optimization">optimizing your conversion rates</a> is essential to the success of your business. After all, what's the point of driving traffic to your website if that traffic isn't converting into customers? </p>
<p dir="ltr">By understanding the customer journey and using data to identify areas of improvement, brands can make changes that lead to more leads or sales. Constantly testing and tweaking website changes, your brand can ensure that they are doing everything possible to convert users!</p>
<h2 dir="ltr">What is Conversion Rate Optimization?</h2>
<p dir="ltr">Conversion rate optimization (CRO) is the practice of optimizing your website or individual landing page experience based on visitor behavior in order to increase the likelihood that users will perform desired activities, or conversions, on the site. In its most basic form, it means making continual improvements to your website's functionality, content or design for the end goal of improving conversion rates. CRO experts utilize analytics, user feedback, a/b testing, and other techniques to make decisions on a website.</p>
<p dir="ltr">So what are some ways your brand can take to improve your website's conversion rates? Here are 5 tips you can include in your marketing strategy.</p>
<h2 dir="ltr">Drive the most relevant traffic to your interior pages</h2>
<p dir="ltr">Driving targeted and relevant traffic to your site can increase conversion rates, but driving users to interior landing pages can <a href="https://blog.hubspot.com/blog/tabid/6307/bid/32000/5-Actionable-Insights-to-Extract-From-Your-Landing-Page-Analytics.aspx">increase conversion rates by 5-15%</a>! After first identifying your target audience and creating buyer personas, <a href="https://union.co/services/performance-media/search-engine-optimization">utilizing an SEO campaign</a> is the next step in making sure users are finding the content they are searching for. If your homepage is ranking for everything, this can lead to users needing to navigate through your site and increasing the chances of them bouncing back to the search engine results page (SERP). By performing keyword research and strategic keyword mapping to the interior pages, you can be sure users are finding the answers they’re looking for without the extra clicks!</p>
<h2 dir="ltr">Make it even easier for users to purchase</h2>
<p dir="ltr">It’s no surprise that the purchase process is one of the most important aspects of running an effective ecommerce website. If users have difficulty completing a purchase, they are likely to abandon their shopping carts and look elsewhere. In fact, a 2018 study showed a whopping <a href="https://www.prweb.com/releases/retailers_beware_87_of_online_shoppers_will_abandon_cart_if_checkout_process_lengthy_or_complicated/prweb15676895.htm">87% of shoppers</a> will abandon a lengthy or difficult checkout process altogether!<br /></p>
<p dir="ltr">A difficult purchasing process can include:</p>
<ul><li dir="ltr"><p dir="ltr">Customers getting distracted and abandon their purchase</p></li><li dir="ltr"><p dir="ltr">Too many steps in the purchase process</p></li><li dir="ltr"><p dir="ltr">The site may be slow or difficult to navigate</p></li><li dir="ltr"><p dir="ltr">The customer may not trust the site enough to input their payment information</p></li><li dir="ltr"><p dir="ltr">Problems with the checkout system that prevents the purchase from going through</p></li></ul>
<p dir="ltr">Fortunately, there are a number of ways to alleviate these pain points and make the conversion process fast and simple. For example, by utilizing analytics data to identify abandonment areas, brands can then take steps to streamline the checkout process. This could be something as simple as implementing clear, easy to find CTA’s or making <a href="https://union.co/services/branded-content/ui-ux-design">UI/UX tweaks</a> like removing unnecessary form fields or making those fields optional. </p>
<h2 dir="ltr">Provide excellent customer service</h2>
<p dir="ltr">Having a great customer experience (CX) is important for any website looking to improve its conversion rate. Chatbots, support pages, and easy to find support phone numbers are all great ways to create a positive CX. Chatbots can help answer customer questions quickly and easily, while support pages can provide more detailed information.</p>
<p dir="ltr">Another way to <a href="https://union.co/services/data-brand-strategy/customer-experience">improve your CX</a> is to utilize a CRM system. A CRM can help your brand keep track of customer interactions, understand their needs, and provide them with the best possible support. Additionally, a CRM can help to automate some customer service tasks, such as responding to frequently asked questions or sending follow-up emails.<br /></p>
<h2 dir="ltr">Compelling copy &amp; engaging visuals</h2>
<p dir="ltr">While every page of your website matters along the customer journey, strategic content on product and service pages can especially help boost conversion rates on your website. By the time customers reach these pages, they’re already considering their options before purchase, based on whatever problem they’re trying to solve. That means copy choices need to help guide the consumer toward a desired action, such as checking the availability of a product or service in order to make their final purchasing decision.</p>
<p dir="ltr">Strong word choices, or <a href="https://smartblogger.com/power-words/">power words</a>, can further educate the consumer about why your product or service will benefit them, while also offering an emotional element to drive their next step in the funnel. For example, a customer looking to purchase a better business internet plan may be drawn to power words that appeal to the basic human emotion of greed, like “deal,” “value” and “best.” They could also be drawn to power words that appeal to a sense of safety, like “proven,” “money-back-guarantee” and “no-contract.” Power words can add up to help a user feel like they’re about to choose a high-quality product or service that excites them or offers relief, with little or no risk.</p>
<p dir="ltr">“Consider sprinkling power words throughout the copy on your product or service pages to steer customers toward the final decision that’s best for them,” suggests the Copy team here at Union. “At the same time, make sure those words don’t get lost in large blocks of copy. There should be enough words on the page to showcase all necessary product or service benefits, and to answer all of the questions users need answered before they make their final decision. The content should be easy to understand and digest so the user is quickly guided to the next action in the funnel. Short paragraphs and bulleted lists, plus the use of conversational language, can easily accomplish that.”</p>
<h2 dir="ltr">Make decisions backed by data</h2>
<p dir="ltr">Finally but <em>certainly not least</em>, one of the most important aspects of conversion rate optimization is being sure that the decisions you make are backed by data. By tracking key metrics such as button clicks, abandonment rate, or utilizing a heat mapping service, you can apply the data to identify areas of your website that may need improvement in order to increase conversion rates. </p>
<p dir="ltr">Additionally, the data you collected can then be transformed into A/B testing which can be used to test different aspects of your website to see which version performs better in terms of conversion rate. By utilizing data and A/B testing, you can significantly improve your website's conversion rate.</p>
<p dir="ltr">By using the data you collected to test different aspects of a website, you can determine which version is more effective in converting visitors into customers or leads.</p>
<p dir="ltr">Some important factors to consider when conducting A/B tests include the following:</p>
<p dir="ltr">1. The type of change being tested – Is it a change to the design, copy, or functionality?</p>
<p dir="ltr">2. The size of the test sample – How many visitors will be included in the test?</p>
<p dir="ltr">3. The duration of the test – How long will the test run for?</p>
<p dir="ltr">4. The expected result – What is the desired outcome of the test?</p>
<p dir="ltr">Brands may make educated judgments on how to improve their website conversion rates by carefully executing A/B tests.</p>
<h2 dir="ltr">Start improving your website conversions</h2>
<p dir="ltr">If you’re looking to improve your website conversion rates, reach out to Union. We have a team of experts that can help you analyze your data and optimize your website for the best user experience possible. Through data-backed decisions and utilizing compelling visuals and copy, we can help increase your website’s conversion rates and drive more sales through your digital channels.<br /></p>

<h2 dir="ltr">5 Ways Brands Can Optimize their Website Conversion Rates </h2>

<p>Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data. </p>

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