Remember the promise that your website development company made you when you reached out to seek website development services? Did their promises prove right? So, are you getting enough leads? Well, you might be getting organic leads from your website but what’s your conversion rate? Not enough? Are you fed up of spending constantly on your website and landing pages without getting any returns?

Well, getting clicks can be exciting, but not getting conversions after clicks can be more tormenting. Merely spending heftily on your website maintenance is not the key to getting the conversion. Rather, the whole human psychology and digital marketing tactics underlie great conversion rates. In this blog, we will try to explore some untold tricks to improve conversion rates through your website. All you have to do is to apply some knowledge of psychology and digital marketing. You can update your website in collaboration with a website development company and achieve much better results. So, let’s begin!

Understanding Return on Investment 

Before jumping straight to improving your Return on Investment, it is first important to understand what Return on Investment (ROI) is. Return on Investment is a performance metric which discloses the benefits (return) that a business drives by investing. This investment may be in any asset tangible or intangible, real or digital. Say for example,

• Workspace
• Raw Material
• Human Resource
• Digital Tools etc.

The realm of digital marketing tools may include: 

• Website
• Landing Pages
• Google Ads
• Binge Ads
• Facebooks
• Apple Search Ads
• Spotify Ads
• Social Media Marketing etc.

These days digital marketing tools are a more popular investment among businesses. However, digital marketing is successful in bringing clicks, but conversion depends upon various other factors. So, let us once have a quick view of how the primary digital marketing tool can help get conversions and not limit itself to only clicks.

Role of a Website in Improving ROI 

Website is the primary digital marketing tool for a business. Therefore, investing in a website is the primary step in digital marketing services. However, digital, print or electronic any form of marketing and advertising is futile if it does not bring ‘actual sales’ rather than just driving traffic. Always remember 2 things as a business owner and as a marketer: 

1. Quality Matters in Conversion 

Your website may have a top-notch online presence. Moreover, by viewing your website, many people might show interest in becoming your customer. But if you fail to satisfy your customers with quality products and services, you will never be able to maintain a good customer retention rate. Eventually, you will end up chasing the public forever by spending heftily on marketing. 

• Human Psychology Matters in Marketing 

Secondly, marketing and the quality of your product go hand. Eventually, even if you are manufacturing high-quality products and providing top-notch services but lack great marketing skills, then certainly you might suffer making sales. 

Remember, that you need to trigger the psychology of the target audience and ‘convince’ them that they actually need your product or service and they are beneficial for them. In that case, only, you will get a reasonable ROI on your digital marketing expenses.

Let us now study in detail, how you can convert the clicks to conversion by applying some psychological tactics in your website design & development!

How To Convert Clicks to Conversion

Now let’s come to an issue that most businesses face in spite of spending heavily on a digital marketing company. Although, they get a lot of traffic on their website, but alas! Either no or very little sales! But no worries! We shall guide you on how to get more conversions from your website. These tips also apply to the landing pages that you make to promote your business. So let’s start: 

Focus On Website Design

First of all, focus on your website design. Remember that your website design must be highly comprehensive and easy to navigate. The easier it is to understand and browse through your products and services, the higher the engagement. When a user gets a good user experience (UX) on your website, the chances of purchase get 10 times stronger. In fact, reports say that:

• Around 88% of website users prefer not to return to a website after a bad user experience
• 74% of website users prefer to return to a website if they get a good user experience
• Most importantly, 67% ofwebsite users make a purchase from a website that gives good UX.

Therefore, always choose a reliable web development agency to get your business website design. However, if you already have one, then you can still reach out to an agency to seek a fresh revamp. 

Pay Very Keen Attention to Services & Product Description Sections

After great UX, now have a look at your website content. Analyse your website content and ask these questions:

• Is your website informative enough? 
• Is the information on your website easy to understand? 
• Are you marketing your products and services right? 
• Is your website content able to explain why your products and services are the best?
• Do you tell your customers why you are the right choice for them to get services from?

Well, if your website content fails to address these questions about you, your business, and your products and services, then clearly you are not marketing it right. No matter how strong your SEO is and how high your website ranks on the SERPs. If your content marketing is not meaningful enough, you are clearly not going to make any sales. 

So, revamp your website content today and focus on the questions we have enlisted above. Remember, you are ‘marketing’ what you have. Do not make fake claims and promises about your products. Otherwise, you will end up having a bad reputation in the public at some point. 

Make Your Website Interactive 

Do you know that an interactive website that gives a more human-like experience to the visitor leaves a more lasting impact on the audience? When your website has interactive elements such as:

• CTA Buttons
• Inquiry Forms
• Animations and Transitions
• Live Chat Support
• Social Media Sharing 
• Gamified Quizzes etc.

that function smoothly, the customer is impressed with your presentation. They spend more time on your website and when they feel like a website is gathering insights about them by asking them personalized questions, then their trust increases on it. Eventually, they are more likely to make a purchase from such websites. 

Now suppose, you visit an E-Commerce website that asks you quizzes about your skin tone, figure, hair colour, eye colour, body type, skin type and more. Then suggest the best recommended products. Would you not feel like trying the service once in spite of randomly ordering a product from a traditional E-Commerce platform? So, we hope you got our point. Presently, if your website is not interactive enough, then try discussing your problem with a web design company and seek a website upgrade from them. 

Ensure Fast Loading Speed 

The average span of a human to wait and concentrate is 3 seconds. Did you know that if your website does not load fully within 3 seconds, the visitor is more likely to exit the page? So, ensure that your website backend is so well-built that its fonts, images, animations, and actions load really fast. A fast-functioning website has two benefits for your business: 

1. On one hand, the user experience improves and the user is more likely to keep returning to your website and also make a purchase.
2. Secondly, a fast-loading and fast-functioning website does not give time for the visitor to re-think! Make sure that as soon as the customer adds the product or service to the cart, it does not give much time to re-think the purchase. The order placement must be as hassle-free as possible.

If your website loads for too long or the journey from ‘add to cart’ to ‘make payment’ is too long, certainly the visitor might back out at some point. Therefore, connect with a website development agency and get a website audit from them. Check if your website lags too much. If it does, get it fixed as soon as possible. 

Use Content Marketing Skills 

Furthermore, also make sure that you utilize your content marketing skills on your website. Do not forget to give compelling product descriptions and captivating images of your products on the website. If you are a service-based business, then provide video demonstration or free trial facilities. 

This way, you get an opportunity to reach directly to your customers with your services. Also, you will get an opportunity to get insightful data analytics about who used the free trial and seemed more interested in taking your services. 

Now consider one example. Suppose, you are dealing in gymming equipment and you’re promoting a treadmill as your product. Consider two product descriptions: 

• Description 1: “This treadmill has a powerful motor of 4 CHP with a wide running deck measuring 22 X 60 inches. It has Bluetooth connectivity and personalized Fitness App connectivity.”

• Description 2: “This treadmill has a powerful motor of 4 CHP which makes it highly suitable for heavy-weight people. Provided with a wide running deck measuring 22 X 60 inches, the treadmill offers a comfortable walking and running experience eliminating to need to adjust your feet gestures according to the running deck. It’s Bluetooth connectivity helps you enjoy your favourite music and talk to your favourite person to make your workout more enjoyable and less tormenting. The in-built fitness app connectivity monitors your heart rate, oxygen levels, and calories burnt to help you track your fitness progress.”

Which one seems more ‘convincing’ to you? So, you got our point and now you know how to market your product and services right!

Do Not Forget Catchy CTAs 

Content marketing on your website does not end at writing great product and service descriptions. Rather, you must also utilize creative and catchy Call to Action Button creation skills. CTAs are the digital buttons by clicking on which the user gets a desired action. 

Say, for example, ‘add to cart’, ‘pay now’, ‘add to wishlist’ etc. Likewise, a business may also invite visitors to connect over a call or send their queries directly by filling a quick online form. Make sure that you apply psychological tactics in designing CTAs as well. 

Try to make your CTAs more quirky. For example, in place of giving a CTA named ‘Buy Now’, you may use ‘Get Your Treadmill Now’. The latter CTA is more customer-centric psychologically and has a personalized touch. 

Check Do You Maintain a Clean Image? 

Whenever a potential visitor visits a business website, he or she is always worried about the increasing cyber crimes in the present-day scenario. Eventually, if your website seems shady to a visitor, he/she will never prefer to buy from you. But when does a website appear shady?

Well, a website seems shady in the following scenarios: 

1. No Clear Contact Details: If your website has no contact details, the user might get baffled that if the services or products do not satisfy him/her, who he/she will contact? What if the payment is deducted from the account, but the order is not delivered?
2. Absence of a Registered Office: If your business has a completely virtual existence and you do not exist physically, in this case as well, a user might feel repellent to your services. Trust issues are the underlying reason. 

So, How to Deal with This Situation?

Again, focus on the content of your website and add the following elements: 

1. Contact Us Page: 

Provide a detailed Contact Us page on your website that gives a valid phone number, email address, and also the full address of your registered office. If you do not have these, then we would advise to arrange them first. Otherwise, no matter how good your products and services are, the clients and customers will always have trust issues with your existence and you won’t be able to change clicks to conversions. 

• About Us Section: 

To establish rapport with your customers, offer an about us section on your website. Tell the website, and visitors who are the founders and board members, when your company was born, and what your mission and vision. This about us section serves as your introduction and helps people get ‘familiar’ to you. Just like we meet somebody new and need an introduction to get comfortable. ‘Psychology’ remember!

• Privacy Policy: 

Furthermore, online buyers and service seekers are more concerned about their privacy. Make sure that you provide a detailed privacy policy on your website that clearly mentions the terms and conditions of your business. Also, assure the website visitors that your website is in accordance with GDPR and CCPA guidelines. This will further create your image as an ethical business and website visitors will prefer to buy your products and services without hesitation.

• Refund Policy: 

Moreover, drafting a clear refund policy will also be beneficial for your business. It will give a clarification to the visitor. Also, it will ward off any unwanted liabilities from you. So, do not forget to add a clear refund policy. 

You can connect with a web development company of your choice to seek a website upgrade. Just get the content for the aforementioned sections ready and ask the web developers to upgrade the same on your website. 

Final Thoughts 

All the elements listed in this blog, help your website be more interactive, enhance UX, and elevate your credibility in the eyes of potential customers. By following these guidelines, you can surely get conversions from the clicks. So, start working on your website design today. You can also get help from a website development company in London.

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