You put in blood, sweat, and tears to drive traffic to your site—ads, SEO, social media, email marketing—you name it. But those visitors aren’t exactly turning into paying customers, email subscribers, or whatever your main goal might be. All your hard work and money, of course, have gone to waste.
Good news—there is a way to turn those visitors into customers, subscribers, or leads. That is, conversion funnel optimization. It’s a process of refining and enhancing every stage of a sales or marketing funnel to increase conversions.
In this article, we’ll share a few conversion funnel optimization practices that can help you transform visitors into loyal customers.
Write Persuasive Copy That Speaks to Humans
Nobody likes reading website copy that sounds like it was written by a robot or a textbook.
If you want to connect with people and get them to take action, you need to talk like a human. That means focusing on what your product or service can do for them, not just listing a bunch of fancy features. People are naturally interested in how things will improve their own lives.
Take the Dyson Airwrap i.d. Multi-Styler and Dryer, for example.
Its website copy sure describes its features. But it also adds, “the only connected multi-styler to intelligently adapt heat, airflow, and timings to your hair type.” This personalizes the message, making it both relatable and relevant to the audience.
Don’t make visitors wade through a wall of text. Get straight to the point. Use short paragraphs, bullet points, and clear headings, so people can quickly scan your page and understand the key takeaways. Also, speak in plain language, so everyone can understand.
Optimize Your Landing Page
Your landing page is the digital front door to your offer. You want to make a great first impression and make visitors feel like they have arrived at the right place.
If someone clicks on an ad promising a free guide to gardening, your landing page headline better be about that free gardening guide. This builds trust right off the bat.
Avoid stuffing your page with too many offers or distractions—decision overload leads to lost conversions. Captivate your audience with rich media and simplify site structure to enhance usability.
Remember that more than 60% of web traffic comes from mobile devices. So, make sure your landing page looks good as well as works flawlessly on mobile devices.
Feeling overwhelmed? Let AI-powered website builders do the heavy lifting.
These tools can help you create a sleek, high-converting, and of course, mobile-friendly page without needing a design degree. They can also analyze visitor behavior and suggest the best layouts, colors, and CTAs.
Some even auto-generate A/B tests to see what works best. Hocoos advises using them to figure out which landing pages can most possibly convert.
Craft Engaging and Compelling Calls-to-Action
Your call-to-action (CTA) is what turns a visitor into a lead or a customer. So, make the call to action clear and compelling.
Start with strong action verbs that tell people exactly what to do, like ‘Download,’ ‘Sign Up,’ ‘Get Started,’ or ‘Shop Now’.
You can motivate your audience to act now by creating a sense of urgency or exclusivity, using phrases like ‘Limited Time Offer’ or ‘Exclusive Access.’
Importantly, tell people what they will get when they click that button. Instead of a generic ‘Submit’ button, try ‘Start Your Free Trial Today’ or ‘Download Your Free Guide.’ Make the value obvious.
Also, make sure your CTAs are visually prominent on the page. Use contrasting colors, plenty of white space around the button, and a clear, easy-to-click design.
Don’t be afraid to experiment. Use different wording, colors, and placement to identify what drives the highest engagement. However, Search Engine Land advises using consistent CTA throughout the page to avoid confusing visitors.
Leverage Social Proof
People trust other people way more than they trust your marketing. That’s why social proof is a game-changer for conversions. So, share evidence of satisfied customers. It will build trust and make potential customers feel more confident in their decisions.
One of the most effective ways to leverage social proof is by showcasing customer reviews and ratings.
Forbes states that they serve as first-hand evidence of the quality and the value of your offerings. Display them prominently on your product pages and even your homepage.
Worked with any well-known clients or partners? Flaunt their names as well as logos on your website. This can significantly boost your credibility.
Optimizing your conversion funnel isn’t rocket science, but it does take a bit of strategy. Cut out the friction, speak to your audience like a human, and always be testing. Do that, and you’ll see a serious boost in conversions.
