How to increase conversions on your website

Written by

DigitalMenta

UX · 03 / 05 / 2016

Sure when you decided to make a website for your business, your goal was to attract customers. And now that it’s underway, you’d like your website to be a gateway for customers. Why waste the opportunity to generate business with your website?

In this post we tell you how we did to make a company increase by more than 30% the number of contacts received through its website.

The background of the project

In this project there was an important basis on which to work. These are some important aspects that have influenced the development of the project.

  • The website had a good SEO Optimization, worked over several years.
  • The company has a regular investment in SEM (very low)
  • The company knew well its position in the market and its potential client.
  • The company has a good management of online contacts. Knowing your name, phone and reason for the consultation, they are worth to make a commercial call in a matter of minutes and, thus, accelerate the process of sale.
  • The website already used Google Analytics, so we knew the users better.

This was the homepage of their website when they came to us:

Old Contact Solutions website

That was the page before

Before (re) design…

  • Study and meet the Lead. Through analytics and the company’s experience.
  • Study users of the current Web: which device they use mostly (mobile, computer,…), are Windows or Mac, use old computers,…
  • Know the real objective of the company: what services to enhance, how to present the most relevant information,…
  • Know the weak points of the current web : Bounce Rates, URLs where it bounces, average session time,..
  • Internalize the “Conversion Pyramid“.

In broad terms, these were our most important conclusions:

  • The most likely users to become clients were:
        • People who are pricing between companies that offer you the service they need
        • The predominant user meets the following requirements:
            • Access the Web from a computer
            • Use Windows and Google Chrome
            • It has a relatively modern team
            • A 80% arrive by organic results and the remainder by payment results
  • The company offers several services, but there are 3 or 4 that are their “Trojan horse”. You have to give them greater visibility
  • You have toGuide the user through their needs. That is, to show our organized services so that they answer the question “What do you need?”. That the user does not have to waste time in finding the solution to their problem/need.
  • Offer the user the fastest way to get in touch with us at any time. And, above all, when we’re talking about how we can solve your problem.
  • Conceptualize and design a site that takes the user to the solution that suits their needs so that, without increasing the average time of the session, the rate of rebound is lower.

Key factors to increase web page conversions

In this previous post, We’re talking about the conversion-oriented landing pages design. But now we focus on a different environment. The objective, although it has different nuances, is the same: conversions, leads, contacts.

With all the metrics and conclusions on the table, we proposed a design that fulfilled the following premises:

  1. An attractive, clear and concise headboard:
    • As a background, a video: Catches your attention and generates dynamism. It also allows to identify in a few seconds what the Web is about (a company with call center services)
    • A Direct headline: “Call Center 24 hours. Leaders in quality of service and price. ” It says what we are and how we are with 61 characters. We opt to be direct and not suggestive because we know that our user will not spend much time in deciphering the hidden message behind a suggestive slogan.
    • A subtitle to emphasize the benefit of our offer. And a claim “improve your business now.”
    • And a claim: “Try our services for free.”

 Concise and precise headline. Simple and accessible menu.

Concise and precise headline. Simple and accessible menu.

  1. Social Proof: We highlight the best customers
Social Proof on the cover to generate confidence

Social Proof on the cover to generate confidence

  1. Facilitate contact to the maximum: The company does not have the logistics to attend an online chat so we give maximum visibility to the other 2 forms of contact, the form and the phone.
  2. A contact Form present, visible and accessible in each section of the page. 
  1. An important contact claim: We call you free. You just tell us what we can help you with and we offer you the solution.
Detail of visibility of ways of contact in a Web

A small pop-up window facilitating the 2-way contact. Success!

  1. A well-defined sitemap that tends more to horizontality than to verticality. That means that you have few sublevels where you can lose the user 
  1. Breadcrumb, bread crumbs so that the user is always located. 
  1. An easy-to-use and always accessible navigation menu . 
  1. Responsiveness, of course!

The result

Increase in conversion rate in payment results +32%
Increase conversions (payment + organic) +42%
Rebound rate reduction -35%

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