Faster pages, stronger sales: Optimizing ecommerce site speeds

  • Research from Google suggests that the correlation between page load times and conversion rates is strong, especially on mobile web pages.
  • One of the simplest changes you can make to your website is limiting the data loaded as a visitor navigates through product listings.
  • If you can identify that pages are loading a lot of third-party Javascript files ahead of your body content, you’ll want to see how that can be rearranged.
  • More simple yet surprisingly quick things that can help speed up your ecommerce site.

For online retailers, the abandoned site/cart problem has many factors. Reducing the number of clicks to checkout, eliminating surprises in price displays and offering guest checkout options are some well-known ways to fight cart abandonment on an ecommerce site, but smart merchants are always searching for ways to keep potential customers from leaving the site before making a purchase.

Research from Google (among other surveys conducted in the last few years) suggests that the correlation between page load times and conversion rates is strong, especially on mobile web pages. In short, slow loading times are stopping sales in their tracks.

Speeding up page load can have a huge impact on your business. Just check out Google’s Test My Site tool, which can help you estimate load time’s impact on revenue based on the number of visitors to your site, your average conversion rate and average order value. Depending on your results, you may want to start small or jump into wholesale site adjustments to reclaim revenue lost to site abandonment. Let’s go through speed-oriented changes at three different levels of difficulty.

Level one: Simple yet quick changes you can make yourself

Images on your website create the biggest data transfer need when someone loads up your page on their browser. One of the simplest changes you can make to your website is limiting the data loaded as a visitor navigates through product listings. That doesn’t necessarily mean you should remove images, it just means you should be smarter about how they’re used.

The simplest way to do this is to make sure your customer’s browser is loading the right size image for their needs. If they’re on mobile, they don’t need the same size product images as they would on desktop. You can manually add differently-sized images and set parameters for when they’re displayed, but your ecommerce platform should offer a way to make images responsive to the customer’s device. You upload the highest-quality image you have, and the user gets the size they need based on the device they are using.

Another best practice is to limit the number of items displayed at one time on each page. Don’t load 100 results per page when only 15 can fit on-screen at once. Instead, use “Load More” buttons and let shoppers tell your site when they’re ready for more. This allows shoppers to scroll segments of your product listings, without feeling daunted by dozens of pages of results to sift through, while also keeping load times ultra fast. Your page will only need to load a handful of images at a time when the user is ready to view them, and their overall scrolling and the shopping experience will be simplified.

Level two: You might need the help of your partners

As with images, reducing the amount of other data that needs to load when a user first visits your website will help speed up their experience. The content they encounter first on your site is called “above-the-fold” content and should be what loads first. You might be surprised to learn that plenty of websites load third-party widgets before getting to the actual content.

It’s easy to identify the way your HTML is structured – just open the developer tools on your browser and look through the page code. Near the top, you want CSS to load first, which appears as . This controls the basic appearance of your site and you can use CSS in place of certain images or graphics to make your pages even less hefty to load. Next, you want to see the of your page – the content your customer is waiting for – or, potentially, some javascript files, , if some are absolutely required for the rest of the page to load.

This is where your partners come in. If you can identify that pages are loading a lot of third-party Javascript files ahead of your body content, you’ll want to see how that can be rearranged. However, going into your site backend and messing with code isn’t usually advisable. Create sandboxes for testing to make sure a change on one page doesn’t break the rest of your website. If you don’t have developer resources in-house, work with your ecommerce platform provider or domain host. They can help you set up sandboxes for your own testing, or identify and correct any page structure mishaps that might have been created as you added different tools and functions to your site.

Level three: Teamwork makes the dream work

Consistent experiences across desktop and mobile have been the goal for merchants since the iPhone’s introduction in 2007 launched the era of mobile browsing. In the 2010s, responsive design delivered significantly better mobile experiences and played a significant role in the shift of internet access taking place mostly on desktop to mostly on mobile.

Now, blending the functionality of websites with the simplicity of apps is the latest move to provide fast, simple mobile commerce experiences. Progressive web apps, (PWAs) which were introduced several years ago but are seeing more significant adoption now, have a few attributes that make them unique, and uniquely-suited to online sales.

PWAs are responsive and load incredibly fast, giving the sensation of instantaneous load times. They can work offline, thanks to progressive updates through service workers, and are secure because service workers require encrypted data transmissions. PWAs can be installed on mobile device home screens and support push notifications like apps, but can also be accessed and shared using URLs like websites.

In short, PWAs can solve the problems of slow page load speeds on desktop or mobile, but also unlock new ways for merchants to interact with shoppers, provide great digital experiences, increase loyalty and empower customers to advocate for the brand. You probably aren’t going to build a PWA alone, but brands who do find many benefits in the process.

When a potential customer visits an online store, it’s typically because they have some level of interest in the products sold there, which is why it’s frustrating for merchants to lose a sale once they have come that far. Don’t let page load times be the reason bail. There are many factors and many fixes like the ones we’ve reviewed here that can impact load speeds and keep customers happily shopping on your ecommerce site.

Jimmy Duvall is Chief Product Officer at BigCommerce.

The post Faster pages, stronger sales: Optimizing ecommerce site speeds appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Consumers go to YouTube for uplifting content during COVID-19

  • In recent research, Channel Factory, a global technology platform, asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19.
  • People are flocking to YouTube for uplifting and mood-enhancing content.
  • 80% of respondents go to YouTube to improve their mood.
  • 69% find the platform’s content more uplifting than other channels.
  • Over 70% of respondents want ads that both boost and align with their mood.

Channel Factory Consumer Survey sheds light on contextual opportunities for brands.

Channel Factory, a global technology platform, announced the results of a new survey that shows how people are flocking to YouTube for uplifting and mood-enhancing content. Entitled ‘Content consumption & consumer sentiment amid the Coronavirus pandemic‘, the survey asked more than 1000 US consumers to share their YouTube activity in the recent weeks of social distancing as a result of the COVID-19 virus.

Consumers go to YouTube to improve their mood

Channel Factory found that the vast majority of consumers go to YouTube to improve their mood and find uplifting, helpful and educational content. The survey also found that respondents felt that YouTube offers more contextually relevant content based on what they wanted to see.

  • 80% of respondents go to YouTube to improve their mood
  • 69% find the platform’s content more uplifting than other channels

While 33% of respondents go to YouTube for COVID-19 content specifically, many more are watching a broad variety of mood-boosting videos:

  • 48% are watching entertainment videos
  • 48% are watching music-related content
  • 33% are consuming comedy
  • 31% are looking at videos about DIY
  • 29% are feasting on cooking-related content

Jed Hartman, Chief Commercial Officer at Channel Factory, said,

“YouTube is delivering both meaningful and useful content for its viewers as we all spend time at home. From entertainment and comedy to fitness and cooking, people feel that YouTube is helping to entertain, accomplish tasks and boost their moods.”

Survey respondents were very positive about advertising’s role

The research also points to a significant opportunity for brands to find positive and uplifting contextually targeted inventory on YouTube. From fitness and comedy to cooking and crafting, YouTube’s surge in traffic goes far beyond topics directly related to the pandemic. When asked specifically about YouTube advertising, survey respondents were very positive about the role advertising plays on the site:

  • Over 70% of respondents want ads that both boost and align with their mood
  • 29% of participants expect ads to be relevant to the content they’re watching

Jed Hartman further added,

“Right now, advertisers have a unique opportunity to reach their audience on YouTube with highly targeted contextual placements at a low cost. Our research concludes that the shift in consumer patterns and desire to engage with uplifting content on YouTube gives brands the opportunity to engage in a high-quality environment with a highly engaged audience.”

About Channel Factory

Channel Factory is a global technology and data platform that sits at the crossroads of brand suitability and performance, turning YouTube’s five billion videos and 500 hours per minute of new content into brand-suitable, efficient advertising opportunities.

Channel Factory has offices across the USA and is present in over 30 countries worldwide including the United Kingdom, Sweden, Norway, Denmark, Finland, France, Germany, Spain, Australia, Hong Kong, and Singapore.

The post Consumers go to YouTube for uplifting content during COVID-19 appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Digital Marketing News: Influencers See Surging Engagement, COVID-19’s Impact on B2B Marketers, & New Opportunities For Building Brand Trust

2020 April 3 Social Bakers Chart

2020 April 3 Social Bakers ChartInfluencers see surge in engagement, want to help SMBs
While other forms of marketing have generally seen decreased effectiveness figures during the coronavirus pandemic, influencer marketing has seen surging social media engagements and impressions, with some 70 percent of influencers seeing audiences seeking guidance from them during the crisis, according to recently-released survey data of interest to digital marketers. Influence Central

Forrester: Brands must build trust as coronavirus saps consumer sentiment
Although brands have been facing decreased consumer confidence due to the coronavirus pandemic, some are also achieving new levels of trust by helping consumers regain a sense of control, a shift examined in newly-released consumer energy index survey data from Forrester. Marketing Dive

Forrester ChartFacebook Added a New ‚Experiments‘ Element to Ad Manager to Help Optimize Ad Performance
Facebook has released new online video watching features to meet growing usage demands due to the coronavirus pandemic, including audience targeting campaign test results that are easier to track, and other additions that had previously been available only to partners, the social media giant announced recently. Social Media Today

An Age Gap Emerges in the Streaming Video Ad vs. Costs Debate
52 percent of the 25-34 age group demographic are open to seeing more online advertisements in exchange for lower streaming video service fees, while just 28 percent older than 55 take the same view, two of several findings of interest to digital marketers in new survey data. MarketingCharts

The new contextual ad targeting works, study says
With browser cookie-based tracking on the wane, contextual advertising has been getting a second look from marketers seeking alternative tracking, and recently-released test results found that contextually relevant ads generated some 43 percent greater neural engagement along with 2.2 times better ad recall, among other findings of interest to marketers. Search Engine Land

Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic [Edelman]
Brands can meet the challenges surfaced by COVID-19 by offering solutions and setting aside passion, according to newly-released consumer trust report data from Edelman, which revealed that some 57 percent of consumers want brands to stop all humorous or light-hearted marketing and advertising during the pandemic. Edelman

2020 April 3 Statistic ImageRemote working: B2B brands feeling more resilient than B2C
B2B marketers have a greater sense of resiliency than their B2C counterparts, especially when it comes to remote collaboration, with 51 percent of B2B marketers viewing their organizations as very proficient at conducting remote work, while just 34 percent of B2C marketers took the same view — two of several findings of interest to online marketers contained in new Marketing Week and Econsultancy survey data. Marketing Week

UK B2B marketers split on whether they can overcome coronavirus pandemic
While some 45 percent of B2B marketers in the U.K. said that they were either extremely or fairly confident about finding success during the coronavirus pandemic, just 40 percent felt confident in achieving any return on investment (ROI) from current campaigns, according to recently-released survey data from CogniClick. The Drum

Three Points B2B Sellers Should Consider to Improve Buyers‘ Experiences
86 percent of B2B technology buyers have an expectation that they will receive personalized sales material — a rate that is likely responsible for 71 percent of B2B buyers saying that their salesperson relationship directly influenced a recent purchase. These purchasing experience results are along several of interest to digital marketers in newly-released report data. MarketingCharts

How COVID-19 Is Impacting Social Media Ad Rates and Engagement
The coronavirus pandemic has brought lower cost per click (CPC), click-through rate (CTR), and ad spending figures for brands, including social media ad engagement that was down 17.2 percent during the middle of March, according to newly-released report data from Social Bakers of interest to digital marketers. MarketingProfs

ON THE LIGHTER SIDE:

2020 April 3 Marketoonist Comic

A lighthearted look at decision paralysis by Marketoonist Tom Fishburne — Marketoonist

MySpace Tells Employee to Stay Home During Pandemic — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — What’s Trending: Marketing in Troubled Times — LinkedIn (client)
  • Lee Odden — Creando estrategias de contenido B2B – Webinar con Lee Odden (Inglés) [Video – In Spanish] — B2B Marketers
  • Lane R. Ellis — Want to Increase Your Small Business Knowledge? Here are 10 Expert Tips — Small Business Trends
  • Lee Odden — 10 Takeaways from HubSpot’s State of Marketing 2020 Report — Weidert

Do you have your own top B2B content marketing or digital advertising stories from the past week? Please let us know in the comments below.

Thanks for taking the time to join us, and we hope that you will return again next Friday for a new array of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post Digital Marketing News: Influencers See Surging Engagement, COVID-19’s Impact on B2B Marketers, & New Opportunities For Building Brand Trust appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Realising when and how to hire a CRO expert

30-second summary:

  • Some companies need more money to spend on acquisition, while others see SEO as the solution to all their revenues challenges. That’s why companies often think about hiring SEO agencies before moving into CRO.
  • If you are in doubt because your traffic is low or because of any other reason, get in touch with a CRO agency to determine if any CRO work can be done on your website, or if you still need to generate more traffic, before you hire a conversion specialist.
  • There is a very effective and easy way to find a good conversion rate expert online and it’s the look of their website.
  • Conversion rate is almost a scientific approach to increasing the number of goals and for this, every expert has their own proven and tested process. Which is also the main benefit of hiring an expert.
  • Trying to work out whether you need to introduce CRO in your company is not difficult, use the free consultations to find out and then check whether there is a good fit.

I have been working in digital marketing for the last 10 years and I have come to recognize when and how to choose a CRO (conversion rate optimization) expert or an agency.

It normally goes down to a combination of two things:

  • The agencies/ experts walking the talk
  • A proven process for generating more conversions

Before we detail each of the points above, let me give you some background.

Realizing when you need a CRO agency

In some cases, companies have large budgets and a structured team of acquisition specialists that generate enough traffic to hit – and exceed – all of their sales and revenue targets.

Some need more money to spend on acquisition, while others see SEO as the solution to all their revenues challenges. That’s why companies often think about hiring SEO agencies before moving into CRO.

Which makes sense, you will have huge challenges doing CRO without steady and large traffic. The reason is that you need a good amount of traffic to make your AB experiment statistically relevant.

One thing is to generate 1,000 visitors a month, while another is to generate 50,000/month. The second case will have more statistical significance than the first.

Why is low traffic a challenge?

When your goal is to measure the successful completion of a form or an order placement, then you need to have enough visits on your website to determine which variation of the page is the winner.

But if you only have a few hundred visits you got two problems:

  • It will take you a long time to determine the winner with confidence
  • You can’t implement A/B/C or multivariate tests

I am not saying that you can’t do CRO on your website, but you can certainly work on your CRO to find the right things to test.

It’s quite hard to recognize when you actually need a CRO specialist.

How should you approach a CRO specialist?

If you are in doubt because your traffic is low or because of any other reason, I would advise getting in touch with a CRO agency to determine if any CRO work can be done on your website, or if you still need to generate more traffic, before you hire a conversion specialist.

Often, agencies offer a free consultation to discuss exactly that point and many others

  • How many visitors your landing pages generate
  • How many different traffic channels you get traffic from
  • What is your share of online revenue vs the offline counterpart
  • What CRO strategies have you used in the past

These points will put you and the CRO specialist in the position to realize if there is a good fit.

Now let’s assume you have determined you need CRO, how do you even choose the right experts?

You can hire a CRO consultant or an entire agency, depending on what your specific in-house skills are. In both cases you should look at these following aspects:

1. Experts walking the talk

There is a very effective and easy way to find a good conversion rate expert online and it’s the look of their website.

I have hired one of the best conversion rate agencies around and my initial impressions about how good they are, six months later, proved true because our conversion rate grew exponentially.

These factors helped me choose the right agency

  • Are they transparent in terms of case studies? Normally if they have lots of clients speaking for them, it’s a good sign that this agency or expert will probably bring you good results. It’s important their case studies are not biased, so videos come handy when evaluating this aspect.
  • Which companies have they worked with? If you see companies within your industry that you recognize, they are probably a good fit for you. Especially if they have worked with your competitors and gained good results, you can trust they will be the right agency to hire.
  • Are they generous with the content they publish? Often the most successful experts, including CRO experts, share lots of content to learn from because they use an inbound approach in lead generation. I tend to subscribe to companies that I find useful and eventually I become their client, sooner or later.

This is what walking the talk means.

At the end of the day, if you have subscribed to their blog or newsletter it means they know how to convert you from visitor to lead.

2. A proven process for generating more conversions

After you have determined this agency is a good fit, another tip is to check in which industries they mostly operate and which process do they use.

Conversion rate is almost a scientific approach to increasing the number of goals and for this, every expert has their own proven and tested process.

Which is also the main benefit of hiring an expert.

I have seen a lot of advice around the web on how to A/B test button colors, or form submission copy for the sake of it, but generally this is made up writing.

It doesn’t make any sense whatsoever testing different color variations if you don’t have a hypothesis to test in the first place. How do you even know it’s the right thing to test?

That’s when the process comes to help because it identifies a number of things

  • What are the objections of your users, in other words, you want to find out what is wrong with your website conversion rate
  • How can you overcome objections? This is when you formulate the hypothesis.
  • What tests do you need to run and how technically difficult can they become?

In every one of the points above, the CRO experts can help you, they have a team and the skills in place. These would include account managers, developers, designers, web analytics experts, and other specialist skills that can help you customize your own CRO strategy.

Conclusion

Regardless if you hire a consultant, an agency or both, the added value of a CRO expertise for your own in-house team is enormous. Trying to work out whether you need to introduce CRO in your company is not difficult, use the free consultations to find out and then check whether there is a good fit.

Luca Tagliaferro is the Senior SEO Specialist at Future Fit Training, the largest fitness and nutrition training provider in the UK. He signs off all the SEO and conversion rate projects.

The post Realising when and how to hire a CRO expert appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Eight game-changing website conversion tips to implement

Emphasis on layout for driving website conversions
  • Website conversion or conversion rate optimization (CRO) is about converting the traffic you get to your website via SEO, blog posts, social media marketing, and other efforts into paying customers.
  • According to research, 92% of your website visitors don’t have any intentions to buy. What’s even more alarming is that most users will leave your website after 10 to 20 seconds.
  • Websites with the best conversion rates are simple, easy to navigate, consistent, accessible, and user-centric.
  • Read on to find out all the differentiator factors you can add to your website and drive conversions.

Many ecommerce businesses only focus on social media marketing and hiring content writing services to rank higher on search engines. While that’s important, it’s only half of the challenge. The other half is getting those people towards website conversion. This could be either buying the product, subscribing for weekly updates and newsletters, or signing up as a member.

In short, website conversion or conversion rate optimization is converting the traffic you get to your website via SEO, blog posts, social media marketing, and other efforts into paying customers.

1. Time is of the essence

“Time is of the essence”, whether you’re transporting organs for a transplant or trying to get the attention of the visitors on your website. So, you’ve done your homework, and slowly but surely, you are getting visitors to your website. There’s just one catch. Getting them to your website is only half the challenge. Keeping them there to browse your products is a whole other ballgame. Keeping visitors on your website long enough for them to make a purchase can be even harder.

According to research, 92% of visitors to your website don’t have any intentions to buy. What’s even more alarming is that most users will leave your website after 10 to 20 seconds.

According to human-computer interaction (HCI) research using the Weibull Hazard Function Test, 99% of web pages have what is called a “negative aging effect.” This means that while web pages are of variable quality, most visitors seem to be on a ruthless triage to “abandon the drop,” making it even harder for ecommerce businesses to capture the attention of their visitors.

So, what should you do? Roll over and die?

Of course not, this is where having a clear value proposition can draw in the attention of your audience.

As we’ve learned with the ‘Weibull Hazard Function Test‘, most visitors are ready to click away, even if they had initially clicked on the link with the intention to buy. The best way to stop your visitors from clicking away at this crucial stage is to give them an offer they simply cannot refuse.

This can be in the form of a discounted price, a free how-to guide for when they do purchase the product or a promise of delivering them the best quality product or service available. That last part will have to be backed up by proof, whether it’s social proof from past customers or independent reviewers of your product or service. The idea is to give the potential customer something to be glad they even considered clicking on your site and not the ten million other options out there.

2. What do your visitors see?

Take a good, hard look at your website. How does it look and feel to you? Is it appealing? Does it provide you with the information you need? And more importantly, does it have a clear call-to-action (CTA) or a request-for-proposal (RFP)? (More on that last one later.)

Needless to say, you will have to put yourself in your audience’s shoes to get an answer.

The websites that have the best website conversion are ones who nailed the following

  • Simplicity – They don’t use gaudy and bright colors to distract the reader.
  • Navigability – They have dropdown menus that are simple to navigate.
  • Hierarchy – The most important information comes first.
  • Consistency – All the pages appear uniform.
  • Accessibility –Web pages should appear the same on mobile, tablet, laptop, and PC screens.
  • User-Centricity – Don’t beat around the bush. Be clear to your audience, and they’ll appreciate it.

If the web page contains multiple products – no problem. Allow visitors to filter through the products according to size, color, style, using AJAX-enabled side navigation. When it all comes down to it, your website should be coherent and lightning-fast.

Now, what does that look like?

Let’s take a look at Mythical.com, a website of our favorite Youtubers Rhett and Link. Go ahead, check them out. Your computer won’t explode. We promise.

Source: Mythical.com

What do you see… is exactly what the website creators want you to.

The example given above ticks all the boxes of what makes a website that converts – simplicity, navigability, hierarchy, consistency, accessibility, and user-centricity.

The visitor is at once guided straight to the page and the information they are most likely going to be interested in:

  1. Free shipping (boosts your average order value)
  2. Price (be clear, no surprises)
  3. Call to Action (make sure your CTA is visible)

3. Add a request for proposal (RFP)

A request for proposal (RFP) is designed for a company website to offer prospective clients an easy, hassle-free way to hire their services. From the point of the website owner, an RFP is an invitation to the prospective clients and outlines what the company requires to get the ball rolling if the client wants to hire their services.

While designing the RFP for your website, it can be tempting to include just about everything on the form from the get-go. However, that’s a big mistake.

Request for proposal for driving website conversion

Your RFP should be short and to the point. Asking anything other than the person’s name, company name, phone, email address, website, and the services required is not only inappropriate (during this initial step), but is also time-consuming, and will only push away even a prospective customer who just wants to avoid going through a long, drawn-out process.

If you’re looking to use dropdown menus on the RFP, first identify the primary objective of the web page and why the visitor is there in the first place. For instance, if you’re making an RFP for a blog writing services page, you do not want to create an RFP that comes with a lengthy dropdown menu that’s filled with the other services you provide, with blog writing given somewhere in the middle.

The idea is to make the RFP forms you use as simple as possible for the visitors to fill and submit. Also, the positioning of the RFP form is another major factor in improving conversion rates. You will want to make sure the visitors to your website are greeted with an RFP form as soon as they reach your page (and don’t have to scroll down for it).

According to research, RFP forms are most effective when they are placed on the top half of a web page – preferably on the left-hand side. This is mostly where people look when they click on a website.

This doesn’t mean your RFP has to be boring. You can use A/B testing to play around with various color and font combinations until you find one that fits your website.

4. The checkout funnel

For a better conversion rate, you need to shorten the checkout funnel. We already know that the average load time of a website should not be more than two seconds. It has been found that conversion rates drop by an average of 4.42% with each additional second.

But, that’s just the time it should take for your website to appear out of nothingness on the user’s screen of choice.

The checkout funnel is the steps that every buyer has to take. It goes from getting on your product page to completing a paid transaction.

Needless to say, your visitors who have an intention to buy a product will want a simple in and out procedure that doesn’t waste their time. So, the shorter the checkout funnel is, the more likely it is to convert a potential buyer into a paying customer.

For improved website conversion, you need to keep the buying process as fluid as possible by requesting minimal information. Once they become a recurring customer, you can always ask them to subscribe to your newsletter, at which point, they’ll be glad to.

Ideally, this is what a checkout form should look like

  1. Simple layout
  2. Multiple payment options
  3. No redirecting to another website to make the payment

5. Join the virtual assistant scene

Chatbots like Google Assistant are completely revolutionizing the way everyday business processes are carried out (on your website). One of the major reasons why chatbots, automated chat, or chat widgets have become an essential part of the ecommerce model is because they allow visitors to get the information they need on the fly. This is far more efficient than writing an email and waiting for days for a reply or even making a phone call, where the chances of anyone picking up normally depends on multiple factors.

Is this a chatbot?

Don’t know. It’s not that obvious. That’s the beauty of machine learning, AI, and content writing services. But, you get the point, which is, chatbots offer customers the information they need regardless of the time of day or holidays.

Chatbots are great for website conversion because they do not need lunch or bathroom breaks, or need to take the day off. This means your visitors get the information they are searching for in real-time, 24X7.

This alone is enough to give your visitors a nudge in the right direction.

6. Guide visitors through the journey of becoming a chat qualified lead (CQL)

Now, let’s talk Turkey. You’re not just there to create an “amazing” customer experience. You need their money in your bank account.

A lead bot is a type of chatbot that is more focused on creating an amazing experience for your visitors by capturing the visitor’s intent, whether it’s on your web page or landing page. Lead bots use minimal questioning to lead the prospect gently down the funnel. In short, a lead bot separates the “I’m just window shopping” crowd from the CQL, aka “chat qualified lead”.

This is also where hiring content writing services can arm your lead bot with the answers to anticipated questions of prospective customers. Since content writing services have their finger on the pulse, when it comes to helping ecommerce websites drive sales, they know exactly what information your visitors are looking for. For those of you who think that chatbots are irrelevant to your business, take a look at the chart below.

Guide users through the journey

Chances are, your average consumer loves to use chat services. So, why not use chatbots to get a conversation started on your website?

7. Wording and positioning of CTA

A call to action (CTA) that’s easily visible and easy to read prompts the visitor to take a particular action. Whether that’s to make a purchase or subscribe to your newsletter. This CTA needs to be clear in its intent.

Placement

The CTA needs to be placed at the top of the fold. This is the place where the visitor can easily read it without having to scroll down. CTA’s that are placed front and center are far more effective as compared to those that are below the fold.

Shape and color

The shape and color of the CTA also matter. For instance, in the name of consistency, many businesses make the mistake of designing their CTAs using the same color and font size as the rest of their website. This only blends the CTA in with the rest of the text on the page, making it even harder for it to catch the attention of your visitors.

Being benefit-centric

All too often, we read CTAs that are just poorly written. Bad copy is like putting a gun to the head of your website or landing page… and squeezing the trigger. Bad CTA copy looks something like “buy here”, “click here”, “download”. All of these CTAs do not perform well because they are vague and not action-oriented.

To encourage the visitor to take action, you need CTA copy that is benefit-centric, as in, offers the visitor something in return for their action, and not just a promise of what might happen. Now, take a look at the image above. Everything from the contact information, price, and a little quality assurance (awards and accolades) are clearly visible on the page. Note the multiple contact options.

8. Shoot straight. Always.

An important factor while building an ecommerce website is to remember that getting people to buy from you is all about creating trust. Think about it. You wouldn’t want to invest in a company if you didn’t know where it was based, nor would you lend money to a stranger.

For the customer, buying online is pretty much the same thing. They want reassurance. They want to know where you’re based, your authority in a niche, and even more importantly, that you’re not going to sell them a lemon. Since people tend to rationalize a purchase based on emotion, you need to make them remember that you’re a real person, and your website is legit.

The best way of doing that is by providing your contact information, whether it’s a physical address, phone number, or email address or all three. Your customers need to know that they will have somebody to talk to if there’s a problem. That’s their main concern. So, address it.

Conclusion

Hopefully, these tips should help you get off to a good start with your website conversation rate optimization. Since websites are created for different industries and along different verticals, you can always find ways of tweaking your landing pages and web pages for better conversion using the right combination of A/B testing, industry best practices, and professional content writing services.

Dave Brown is a writer, blogger, digital marketing strategist, and researcher. Having years of experience in the digital sphere, he now determines the content writing practices of his team of content writers at Content Development Pros. He remains passionate about debunking the myths and evolving his audience’s understanding of content creation that sells.

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Source:: searchenginewatch.com