Squeezing more juice from your oranges, a.k.a. getting more conversions from your traffic, can be a difficult thing. I have spent the past few years working on converting more and more visitors into paying customers for e-commerce and SaaS companies. Here I am going to share my techniques and my digital marketing tools for you to try.
You spend time, money, ideas and resources to attract traffic to your website, but research shows that approximately only 3% of them actually convert into paying customers. The rest of the 97% leave your website probably never to come back. It's hard to convince users to buy something from your website simply because it's hard to find new creative ways to make them convert.
Rand Fishkin, founder and former CEO of Moz, in his book "Lost and Founder" explains one conversion rate hack that made his company $1 Million extra from existing traffic using landing page optimisation and email marketing.
Having said that, not all conversion rates strategies that work for one company necessarily work also for all the companies.
Hotjar.com (for which I provide tutorial and guide), for example, in his early days relied not on landing page or email marketing but on referral programs to generate an extra 60,000 sign ups in 6 months.
Finding the right conversion rate hack
It's plenty of blogs and websites that show best practices for increasing conversion rates, but truth is that best practices are not always the answer. Every business is different, their audiences and products are different and this means that similar strategies will not work for everyone. It's more a case of trial and error and making experiments.
Before you start experimenting, make sure that you’ve set clear goals that you’d like to achieve. Simply setting goals here, albeit rough ones, will enable you to actually understand whether something is working on not.
Conversion rates strategies
1- MAKE A REDIRECT TEST
Tools: Reporting and experimenting tools
Time: two weeks
Objective: learn from your traffic which landing page variation improves user experience by specifically changing elements and copy of your text.
Tasks: create a different version of your landing page (that you can call Variation B) by specifically improving text and copy, content and CTAs. Send 50% of your traffic to the original and 50% to the new variation using an experimenting tool like Google Optimize for example. Make sure your test objectives and the hypothesis are clear and reachable. This gives you a chance of checking whether the test was a success or a failure. If you use Google Optimize and Google Analytics you can even integrate test reports directly into your GA reports and use the same goals in both tools.
Run the redirect test for a period of 2 weeks to gather enough data to determine the version winner. I would recommend here to run a redirect test, not an A/B test, simply because if you create a completely different version of your landing page to compare it with the original, you need to redirect users to that version.
I have done this recently and delivered a lower bounce rate of 32.66% and increased page engagement by 15.32%, which in absolute numbers means a lot. You can read the whole case study I have published on SEMRush.com.
Here are the screenshots of the results:
As you can see here, page views went up from 23,000 to approximately 33,200 and bounce rate from around 60% on average to the lowest ever reached of 22%, which means clicks on the page increased on the B version a lot and conversion rate followed as a result of this hit.
2- RE-USE ABANDONED CART EMAILS
Tools: email software
Time: 2 days
Objective: increase the number of leads buying and purchasing your products online by re-using abandoned cart emails and targeting those who left the cart without a purchase.
Tasks: this strategy works because research shows 44.1% of cart abandoned emails are opened and 11.5% are clicked, which leads to 14.2% higher purchase rate than average. 72 hours after you have sent your email message to your audience, open your email marketing software and find those who put products in the cart but left the website without a purchase. Change your email subject with a view of increasing email opening rate and resend the email to that segment of people.
I have tried this recently and here are my results:
Original email purchase rate: 1.5%
Resent email purchase rate: 2.2%
3- USE DATA ANALYTICS FOR YOUR LANDING PAGE
Tools: hotjar.com, crazyegg.com, Google Analytics
Time: 2 weeks
Objective: increase conversion rates by building a data driven landing page, reasoning better with your users.
Tasks: This tactic is a combination of tactic number 1 and number 2. You can take your landing page and build it using feedback from users who abandoned your cart. But, instead of building and testing the new version with the original as in tactic 1, you can simply build a new version and publish it, without using any email software (tactic number 2). How do you know it works? Because you collect feedbacks from your users to validate the changes you make before you publish them.
Use hotjar.com polls to collect people's feedbacks for 2 weeks and ask them questions to find out what attracted them to your website and why they didn't buy anything. When you reach a number of responses that can represent a sample of your traffic, use them to craft the message toward this group.
Compile a list of objections that those who abandoned the cart left on your polls (or that anybody else wrote about).
Build a new landing page focussed on addressing the objections that you hear more commonly in the answers.
Thanks to Conversion-rate-experts.com for the tip tactic.
4 - EXIT INTENT POP-UPS
Tools: pop up software
Duration: 1 day
Objective: build a pop up window on exit intent to capture users' leads before they leave your website.
Tasks: There are a number of ways to build pop-ups and honestly I find them annoying, when I visit a website and the whole screen goes away and it's replaced with a popup asking for my email. I never sign up for this.
The best way is to trigger the pop up window when someone is leaving your website. Let's say someone visited your website, maybe read a couple of articles, then he is scrolling up and pointing his mouse to close the window. At this point you can trigger the pop up and give your users something in exchange for their contact details.
The basic to consider are these:
Use a software that allows you to trigger exit-intent pop ups
Give your users something they would be interested in (a piece of exclusive content, a product discount, etc...)
Pop up as small window or as large as the entire screen.
5- BUILD A PROMOTION BAR
Duration: 1 day
Objective: increase conversions by showing your best promotions or providing a discount code.
Tasks: find a promotion bar software, create an account and build your promotion bar. Then put it into your landing page or home page, depending which page has the most traffic to ensure better visibility, and decide whether you want to show your best promotions or provide a discount.
You can use the promotion bar to collect email addressed and telephone numbers that you can re-target with your email software.
Tip: the most efficient way to maximise this opportunity is to use the promotion bar in combination with your email software. Collect email addresses with the bar and then send those emails to your new list.
The promotion bar can also be used to give away discount codes and the nice thing about them is that they are not invasive or annoying. They are located at the bottom or top of your screen and scroll up and down following the users' movements.
6- SHOW PERSONALISED ONSITE MESSAGES
Duration: 1 day
Objective: Reduce cart abandonment, as well as promote products, by showing personalised onsite messages, and consequently turn more visits into customers.
Tasks: This is an innovative tactic, from a new software company called sleeknote.com. Please note I do not have any affiliation with Sleeknote. It's seriously a powerful application to turn visitors into customers. Not only that, it's really easy to use and fully customisable.
Here is the basic process involved:
Go to Sleeknote and create an account: https://sleeknote.com/
Follow the steps required to set up your website and get their snippet code
Decide which products you want to promote by giving your URLs
Customise the message for each product page with special offers, discounts and other great things you can offer your visitors
Set up the rules for the message to appear, for example exit intent, session duration and many more!
Insert and verify the code snippet in your website and you are all set up!
Sounds good? because it is!
The ideal situation to make this work is when your website already has a high number of visitors, I am not going to lie to you. It doesn't work very well for new websites.
Another thing you can do with Sleeknote is building a list of leads, yes leads generation! You can use Sleeknote to build a list of your subscribers by giving incentives such as the chance to win a product for free. You can build this with a combination of time triggered rule, like you make the newsletter subscribe or survey participation after 5 seconds and only on certain ( or all) website pages.
To check how this software works on a website, have a look at these ones:
https://www.horze.com/ - Horze shows a message in red below to show 15% off the first purchase. This message is shown only to first time customers. If you click it will redirect you to the promotional page.
https://www.bang-olufsen.com/en/collection/televisions/beovision-horizon - Bang and Olufsen, the high quality device manufacturer, introduced a new TV called Beovision Horizon. They used Sleeknote to promote new products by directing their customers to a certain product page or offer. If you click the CTA button, you’ll be directed to a page telling you all about how to replace your old TV with the new one.