How can you influence conversion?

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If you want to reduce the cost of a lead, work on improving the conversion of your web resource. There are certain basic rules for changing this indicator, plus additional micro-research is used when the advertising campaign has already been launched.

How to achieve multiple growth in traffic and sales from your website?
Alexey Boyarkin
Dmitry Svistunov
Head of SEO and Development
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I have always been concerned about the las vegas email list issue of moving to a fundamentally new level. So that the indicators would grow not by 2 or 3 times, but by several orders of magnitude. From a thousand visits to ten thousand or from ten thousand to a hundred thousand, if we are talking about a website, for example.

And I know that such leaps are always the result of painstaking work in five areas:

Technical condition of the site.
SEO.
Collection of site semantics.
Creating useful content.
Working on conversion.
And at the same time, every manager needs an increase in sales and the number of applications from the site at the moment.

To get this growth, download our step-by-step template for increasing sales from the site:
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The content of the pages must be relevant to the queries

For example, you launched a campaign and it attracted good traffic. Here it is very important that the user who entered "buy Cooper tires" into the search engine gets to the page where you can choose and buy these tires, and not to the one with an article about their high quality. It is best if each ad redirects to a landing page specially created for it, where each visitor will get what they were looking for.

Prices

If you want to reduce the cost of a lead, set attractive prices for goods and services. It is clear that there are a lot of offers on the Internet and people try to buy the most profitable for themselves.

Extensive and detailed catalog

Firstly, people want to be able to choose and compare options. Secondly, an extensive and detailed catalog demonstrates the seriousness of the company. The quality of the catalog is assessed by several indicators.

The first is volume. Make sure that the catalog is more extensive than your competitors. Also, update and replenish it regularly. Providing useful services will be a great addition.

The second is high-quality content. Pay enough attention to the description of the goods, their properties and quality characteristics, post good photos and/or videos, do not forget about reviews. The client will be imbued with greater trust if there is a lot of information. The same applies to the service sector - describe in detail how they are provided, indicate prices, add a portfolio.

Knowledge and application of basic usability rules

You can increase your conversion rate and reduce your cost per lead by using a specific set of rules.

Navigation should be as simple and easy to use as possible. A person will leave the site if he does not get the product or service he needs in three clicks (so to speak). When it comes to a corporate site, you should think through a simple structure with a clear menu and a set of main sections in it. And for online trading platforms, an important point is not too complicated filters that everyone can easily understand.

The process of filling out an application or order should be as simple and fast as possible. The client will leave if it turns out that they have to fill in a bunch of fields or the contact form does not work at all. In this case, you are unlikely to be able to reduce the cost of the lead, rather the opposite.

Design. Users will appreciate the modern design, as well as mobile-friendly versions of websites and online stores. Remember that customers who come via phone are an additional (and considerable) traffic flow. And if a person enjoys visiting your web resource, they will definitely remember you, come again, and recommend you to friends.

2 main directions in work to reduce the cost of a lead
Source: SergeiShimanovich / shutterstock.com

Usability studies

Users may leave the site (and thus reduce the conversion rate) for various reasons, which should be analyzed and taken into account in subsequent work. Pay attention to forms, usability and A/B testing. Conversion can double just because you changed the appearance of the "Order" button. As a result, without additional costs, you will be able to reduce the cost of the lead. Visitors (even if the traffic is very good) can be scared off by various things, such as an inconvenient contact or order form, an unclear shopping cart, an unattractive landing page.

Here we have listed only the basic rules that will be useful in working on reducing the cost of a lead. However, keep in mind that increasing conversion will require a scrupulous analysis of certain important indicators, a lot of time and effort.