First things first, what is a conversion strategy? They are tactics and approaches designed to convert your visitors into customers, users or subscribers, and can vary depending on the business or purpose of the website. A conversion can have different meanings; it all depends on the company's objectives.
For example, for a shoe retail website, the conversion is that customers complete their purchases; a news portal or blog will want readers or subscribers to its newsletter; B2B business sites will seek to capture information from potential customers, and so on, depending on each company.
Once we have clarified what conversion strategies are, we will share with you some that, in our experience, are very effective and with which you can start the path to achieve your website's objectives.
6 strategies to improve your conversions
1. CTA
One of the most common conversion strategies is the CTA, which stands for “Call to Action” or in Spanish, “Llamada a la acción”.
As the name suggests, these are invitations that aim to guide the user to perform specific actions on your site, such as “Subscribe”, “Buy now”, “Register” or “Quote here”, among many others. It is vital that you place them in a strategic and eye-catching way on your platform.
For example, on a shoe sales page, you can use an eye-catching button that says “Buy now and get a 10% discount”
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2. Optimization for mobile devices
Did you know that... according to INEGI, about 91% of users in Mexico access the web from devices such as phones or tablets? Therefore, it is essential that your website adapts perfectly, offering a high quality UX experience to your customers.
In this strategy, design is fundamental, as buttons, text and images must be adapted to smaller screens, and navigation has to be clear and simple. Also consider making it work on all devices, using technologies such as HTML5.
3. Site speed
Let's be honest, as consumers we like things to be done in the fastest way. Reducing the size of images, minimizing the use of unnecessary scripts and using techniques such as caching and file compression will help you optimize the loading time of your website.
In Mexico, approximately 50% of users leave a page if it does not load in less than 3 seconds, and according to surveys, 79% of users who visit a poorly performing website do not return, reducing conversion opportunities for your site.
An example of a great tool is Google PageSpeed Insights, with which you can evaluate the speed of a site, and if it is slow, you can optimize resources. Ideally, it should load in less than 3 seconds.
4. A/B Testing
How do you know what works best on your page and attracts more conversions if you don't test several options? Depending on your market, different designs or strategies may work, and the important thing is to find out which are the best elements for your page.
In this strategy, you have the option to modify texts, buttons, images, menu designs, among other elements, to measure and compare which options generate more conversions for your site. Trial and error, the BluePixel team will help you discover what is best to achieve a conversion.
5. Marketing automation
This refers to the use of technology and software to automate marketing tasks and processes in order to improve each customer's experience. Many functions fall into this conversion strategy.
You can implement the sending of personalized emails or reminders for potential customers to complete their purchases; forms that capture information from visitors and convert them into leads, and display personalized and relevant content based on the products viewed or sections visited by the user.
6. Optimize payment processes
If you are in sales, the checkout process is of the most important. You must make sure it is simple, efficient, fast and secure, and that your customer has a great shopping experience - remember that your customers' time is money!
For this, you can implement autocomplete in address or email fields, use payment options such as PayPal, Google Pay or Apple Pay, and verify that your page has an SSL (Secure Socket Layer) certificate that will assure your customers that their data is encrypted.
The reality is that conversion strategies are many and varied, but the axis to determine which are the best for your site will be your goals. Every tactic, from calls to action to checkout optimization, plays a crucial role in the user experience, don't forget that.
If you want to improve your results and increase conversions on your website, remember that at BluePixel we will be happy to help you meet your goals and advise you every step of the way.
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