Before we dive into why your website is not converting, you need to ensure your website is set up to track conversions. If you have set up goals in Google analytics, you can skip to the next section. If this is the first time you have read about Goals in Google conversion, then read along.
The most straightforward way to track conversions is via Google Analytics. Here is a step-by-step guide to setting up a Google Analytics goal for a Lead Gen form.
1. Create a thank you page which links to your main lead gen page.
If you are using a tool like Unbounce or Clickfunnels you can easily create a new page and link it.
If you have a Wordpress website you can use various plugins to redirect the user to a thank you page once the form is submitted.
2. Copy the thank you page URL and go to your Google Analytics Admin and click Goals.
3. Create a new Goal and use the URL of the thank you page.
Create a new Goal and use the URL of the thank you page as the destination. Once set you can now track goals/conversions in Google Analytics.
With a demand to capture users’ attention, you also need to drive them to the next logical step. Whether it’s adding a product to the basket, viewing more info, or downloading an E-book, you need to define action-focused buttons to guide visitors. The buttons on the page should stand out from the rest of the design and should look like actual clickable buttons. Here are some tips which will help you to look at your call-to-action buttons:
What stands out gets clicked (call-to-action buttons or links shouldn’t be the same as the rest of your design).
CTA button should create a sense of urgency that guide your visitors towards your goal conversion.
Move your seal or badge closer to the desired action (like the “Place Order” button).
Adding directional cues assists in focusing the visitor’s attention on the buttons.
Always test the position of your call-to-action button. With simple A/B tests check if the page performs better when the position of the button is on the left, right or middle of the section.
Do you have a low traffic website?
Low traffic means a low number of conversions. Even with an optimised website, you can’t expect all visitors to fill out a form or buy a product. However, what you can do is increase your traffic from hundreds to tens of thousands of visitors. Traffic can be increased by:
- Paid Ads
This is a no-brainer. The more money you spend on Google and Facebook ads the more traffic you will generate. As this can easily burn a hole in your marketing spend, its best to use paid traffic as only one of your traffic channels.
Using Search Engine Optimisation you can build traffic for free. Although it’s free traffic, you will have still invest time, money and effort in getting indexed in Google. SEO techniques such as off-page (link building) and on-page (optimising web pages so search engines can rank it) are difficult to master as Google changes search algorithms quite frequently. However, nothing is impossible and with effort and perseverance comes reward.
- Content Marketing
An ecosystem which puts your brand in front of your target audience. By using tools such as blogs, podcasts and YouTube you can increase awareness and generate traffic. I will strongly recommend checking out Content Machine in which Dan Norris the author used Content Marketing to Build a 7-figure Business With Zero Advertising.
According to a study by Econsultancy, physical address, contact phone number, and email address are the top three credibility signals for any website. Clearly displayed contact details subconsciously assures users that there is a real business behind a website. One of the best ways to add contact details is to incorporate an effective contact us page within your website. A contact us page is an integral part of a website allowing users - the customers, investors, or perhaps advertisers - to get in contact with you. As a business owner, having a contact us page converts users into leads for your business.
Keep your writing simple, use terms that can be easily recognised by your visitors. The three most widely used words are “Support,” “Help” and “Contact Us.”
Even small grammatical errors can make a negative impression on your visitors. Double check your contact page before publishing it on your website.
Links to the contact page should appear in the header or the footer of the website. You should always make the contact link easier to find on the page.
Never underestimate the power of a visually appealing contact page. While the page may be simple, careful thought must still go into its design.
Since the number of people using mobile devices to access the web has surpassed desktop users, make sure your contact page looks good on all mobile devices.
Adding Google map on your Contact Us page helps visitors easily enter the Google interface and request directions directly from their home/office.
You can reinforce trust by showcasing testimonials, reviews or partners logos on your contact us pages. Social proof or any trust signal will nudge the visitors to fill out the form.
I will be writing more on how you can increase conversions from your websites and landing pages. I hope you found this post useful. If you have any tips of your own, would you mind sharing them with our readers?
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