Sara Kear

10 Questions to Ask About Your Conversion Process

The majority of visitors who come to your site are not ready to buy, and friction in your conversion process may be costing you business. Ask these questions to help your visitors take the next step toward becoming a customer.

The majority of visitors who come to your site are not ready to buy, and friction in your conversion process may be costing you business. Ask these questions to help your visitors take the next step toward becoming a customer.

As a marketing manager, your work is steeped in digital metrics concerning conversion optimization.

High converting websites take a very structured approach to conversion rate optimization so that the entire conversion process is as smooth and seamless as it can be. You may not even realize that friction in that process is costing you valuable leads and business.

Here are 10 questions to ask about your conversion process to help you uncover potential issues that may be keeping your site visitors from taking the actions you want them to take.

1. Is my call to action clear or confusing?

Your call to action is a deal breaker. Know exactly what you are trying to do (get customers to purchase, sign up, opt in, etc.) and make sure the value in it is crystal clear. A company featured on HubSpot increased their conversions by 105.9 percent by having a clear CTA that lead to a whitepaper.

2. Does it take more than one click for someone to express interest in talking with my sales team or becoming a customer?

On average, visitors leave your site within eight seconds of visiting your landing page. Make it easy for them to figure out how to reach you or they will bail.

3. Is my product or service clearly explained?

The majority of visitors that come to your site are not ready to buy, so you have to entice them by clearly describing your product. Product videos that give a concise and clear explanation of what your product does can help boost conversions by as much as 144 percent.

4. Does my navigation make it easy for my visitor to find what they are looking for?

Your website should be clear and intuitive. Keep it simple, as simple websites tend to convert better.

5. Is my form too long?

Expert Tim Ash recommends keeping forms as short and concise as possible. Just stick to the fields that are essential for the existing transaction. Your customers will get frustrated if they have to provide tons of information and your conversion rates will drop.

6. Do I include proof to convince my users to take the action I want them to take?

What is your value proposition and do you shout it out on your homepage? Make sure that customers who visit your site trust what you are saying and have a clear understanding of it.

7. What's the best call to action for my specific landing pages?

You'll want to include different CTAs depending on where customers are in the buying cycle. If your customers are on a product page, your CTA should be to purchase the product, not a "contact us" form, for example. It's also important to prominently position CTAs, such as purchase buttons or links to whitepapers, on every page.

8. Do I make it super easy to contact me if they have questions about my product or service?

You should always assume that your customers will want to reach out to you, so make it really simple for them to do so. Creating a quick and easy contact form is important but it's even more important to make sure your pages are simple and the contact form or company info is easy to find.

9. Do I tell my visitor what to expect after they've converted?

Consider revising your copy and headlines to clearly define the value that your customers will get from performing the actions you're asking them to. Unsupervised visitors will probably leave your site if they aren't guided in the right direction and told explicitly what to expect.

10. Have I asked my customers for input about my conversion process?

You should always be requesting feedback from your customers in order to get a better sense of their pain points, and what they like and don't like about your conversion process. This can have a tremendous effect on ecommerce conversion rates.

Consistently asking (and answering) the above questions is a great start to improving your conversion rates. But if you have a high volume of traffic and really want to improve your conversion rates, you’ll need to implement a structured, data-driven process to strategically boost your conversion rate. Find out if CRO is a good investment for your business.

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Is CRO worth the investment for you?  Discover the 3 metrics you MUST have to execute a profitable CRO strategy.  DOWNLOAD EBOOK

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Sara Kear

About Sara Kear

VP of Digital Strategy at Adept, Sara develops cross-channel digital strategies while leading teams of Paid Search, Analytics and Conversion Rate Optimization specialists to help businesses grow through the actualization of clearly defined and tracked digital goals. She is certified in Google Analytics, AdWords, Advanced Search, Advanced Display, Omniture, Optimizely and more.