It’s no longer enough to simply direct traffic to your website and hope that it generates new business.
You need to focus on converting those visitors into leads. The best way to generate more leads with your current traffic is to take a look at your lead generation funnel, find the weak points and focus on how you can predictably increase the number of leads as well as the quality of leads coming in.
Web users are more ready to click the back button than ever before. If your site isn’t up to snuff they will check out your competitor’s site to try and find the info they are searching for.
Here are the basic funnel optimization tips that all business owners must know:
Ensure Readability… Especially on Mobile
This one is going to seem obvious, but…. If the content on your website isn’t readable, most visitors will either feel frustrated or turned off and leave your website to find a webpage that is easier to read.
This is something that a lot of small businesses website’s don’t do a good job with. If you have a website that has a “unique” layout for content or uses some type of crazy font, this is the first thing you should work on fixing.
Think about how often you stick with a website that is hard to read on a mobile device. You are constantly pinching and zooming to try and read a section, only to accidentally click a link or open a new page and have to start the process over again.
Make it easy for your visitors to learn more about your company.
Even if your content is already readable, it’s sometimes worth testing small changes to your typography and images.
You may be surprised at how large an impact a minor size change or color change can have on conversions. There are some general design rules that many follow for typography with website content, such as making headlines twice as large as subheadings.
Use these typical rules as guidelines to making your website high in readability.
Use A Strong Call to Action on Every Page
There should be a strong call to action on every page of your website.
How do you know whether a call to action is strong?
Testing different CTAs and monitoring how your conversion rates change is the most effective method. To get a better understanding of how users are interacting with your page design, take a look at your analytics and see what page most users are going to after the visiting the current page. If the page your call-to-action is leading them towards isn’t one of the top 3, chances are the CTA needs serious improvement.
Reading up a little on how to write a powerful call to action is helpful as well.
However, wording isn’t the only aspect of the CTA to pay attention to. Font color, size, and imaging all influence the CTA’s effectiveness too.
Choose a Color Scheme that Makes Sense for Your Industry
Colors have certain effects on people, although only those who learn about color psychology are even somewhat aware of this influence.
For example, many restaurants use colors like red, orange, and yellow because they stimulate appetite. Banks, on the other hand, tend to incorporate blue into their color schemes because blue creates feelings of trust. It pays to look up what colors are commonly used in your industry and which colors trigger the emotions you want your target audience to feel.
For a more basic fix, make sure you aren’t using colors or a color scheme that are visually unappealing. It’s ok if you’re a bank and you are using a lot of Red, Bank of America uses a lot of red. It is a problem though if your primary color scheme is two colors that just don’t match.
When in doubt, find a color pattern that you see in nature or of a brand that your respect.
Here’s a list of award wining color schemes that are currently trending that you can use for inspiration.
Improve User Experience
Another key way to optimize your conversion funnel is to improve user experience (UX).
You hate slow websites. You hate confusing websites. So, it is pretty obvious that your website shouldn’t be slow or confusing.
Don’t assume that since you’ve learned how to navigate it or were heavily involved in the design process that strangers and new potential customers know how to use your website.
When web users land on your home page, they must be able to effortlessly know what you can do for them. They must be able to easily navigate your website to find the information they are searching for. Confuse your target audience or fail to illustrate how you’re relevant to them, and they will go elsewhere. Deliver a good user experience, and visitors will spend more time on your website, which makes them more likely to convert.
Look at the Whole Funnel
When making changes to improve your conversion funnel, always step back to examine the whole funnel rather than just a sliver of it. You should analyze how that change impacts the entire funnel.
While you may improve one section of the funnel, you could have hurt the overall conversion process. Naturally, this means you should optimize every stage of the funnel as well. Don’t have tunnel vision.
Optimizing your conversion funnel is a never-ending process because your business will continue to evolve. A technique that worked well six months ago may not necessarily be effective anymore and vice versa.
Consistently aim to improve your funnel by following the funnel optimization tips listed above.
Feel free to reach out if you need help with improving your conversion funnel, so you can quickly boost conversions without spending a lot of time researching.
We have experience writing irresistible headlines, creating excellent call to actions, and designing websites that have are proven to convert well for our customers.