A low-traffic website must make every click count.
The competition is high, traffic is low, and visitors are always in a hurry.
This increases the pressure on the marketer. He or she has to ensure that most clicks convert to leads or customers and the conversion funnel receives a continuous stream of marketing mix.
The unfortunate thing is that most companies focus more on building a brand rather than on improving conversions.
Conversion Rate Optimization (CRO) is what the focus should be on.
Here’s an overall view of the CRO funnel:
- Content that generates clicks
- Clickers that land on your website
- Clicker engagement (browsing time, content viewed, bounce rate)
- Visitors that convert into leads
- Leads that make a purchase
Let’s discuss how to increase conversions on your website, even if you don’t get a ton of traffic.
1. Country-Specific Keywords
How It Works: Attracts a country-specific audience.
You may know all about local and international SEO, but do you know that there’s a free site that helps you research “national” keywords that help you attract visitors from specific countries?
It’s called Google Trends.
Bet you’ve heard of it before.
Open it, key in your primary keyword/phrase, and select your category and your target country.
I checked for the popularity of Gaming, Video Games and Steam in the USA and look at what was discovered at the bottom of the page – top and rising keywords that were specific to USA!
All you have to do is craft your top and rising national keywords into your content to attract visitors from your markets
What Doesn’t Work: Search has gone contextual and algorithms are getting sophisticated. Though keywords haven’t lost their relevance, you must try and focus on covering the context of the topic rather than just on keywords.
2. Understanding Buyer Personas
How It Works: Helps you create and market content that identifies problems or offers solutions to website visitors.
Buyer persona is another word for types of customers. You can slot customers by gender, age, location, industry, role in business, business goals.
Once you create personas, you must evaluate their problems and how your product or services can fulfill their needs. This will help you write and market useful content that actually facilitates potential customers, thereby improving your conversion rate.
Google Analytics (and other Analytics tools) can help you dig into factors such as age, gender, visitor interest, etc. All you have to do is to set up the User Explorer in Google Analytics or a similar feature in other tools.
What Doesn’t Work: Writing and marketing content based only on keyword popularity.
How It Works: Helps retain visitors, builds trust, and converts visitors into leads/sales.
Focus your content on the user. Your limitation is that your traffic is low and your conversion target is high. Therefore you need to get sharp with your content.
Here are a few rules that will allow you to more effectively achieve your goals:
- Address your buyer personas’ pain points. To discover pain points, browse forums and Q & A sites, and understand what your potential customers actually want (Also, Amazon is a gold mine for this kind of pain-point information).
- Your content must be in plain English, and precise. Don’t fluff it up with superfluous language. Your customer is pressed for time. Make your content count.
- Content must clear all doubts, build trust, answer all questions and spell out how your product or service will benefit the viewer by saving his time, money and headaches.
What Doesn’t Work: Exaggerations, an over-confident tone, hype, walls of text and flowery language.
4. Heat Maps or Google In-Page Analytics
How It Works: Helps understand how visitors interact with different sections of your web pages.
Heat maps or Google In-Page Analytics data help you understand how and why your visitors’ interact with different elements on your website.
You can, for example, sign up with companies like Crazy Egg that provide heat map data or stick to Google Analytics (Behavior > In-Page analytics).
If you use Google Analytics, you may have to install a Chrome Extension. In-Page Analytics precisely displays (in data form) the areas (navigation bar, page elements) that users click on.
Such data help you figure out page sections that are neglected or interacted by users and hence tweak your page layout/design or content to increase your conversion rate.
Remember to check how visitors interacted with below the fold items, forms, navigation menus, links, etc.
What Doesn’t Work: A gut feeling or the opinion of others (not backed by data).
5. Split Testing
How It Works: Helps you drill down on visitor engagement and improve it.
You never know what works in marketing. A cool-looking website with great content can bite the dust. Therefore, when a website or a web page does not perform, marketers should consider split-testing it.
Split testing can involve changing the page design, playing with colors and buttons, experimenting with content, introducing innovative calls to action, etc., with the goal to increase viewer engagement and conversion.
Split tests help marketers understand user preferences and come up with a winning variation that converts viewers to leads and leads to customers.
Here’s are few split testing ideas you can run.
- Page Layout
- Call to action (Buttons, Text)
- Email Subject Lines
- Verifiable Testimonials
- Headlines and Headers
What Doesn’t Work: Sticking to one standard page formula without experimenting; having a natural dislike for split tests (The If-It-Ain’t-Broke-Why-Fix-It Syndrome)
6. AMP (Accelerated Mobile Pages) / Facebook Instant Articles
How They Work: Help create fast-loading, responsive pages that attract viewers, drive engagement, and reduce bounce rates.
The AMP framework helps create fast-loading pages for mobile phones. Facebook Instant Articles also allow users to create fast-loading pages that are displayed as a library on their FB page.
These are new concepts for attracting users, increasing engagement and driving down bounce rates, and I’m just about latching on to them.
You should too. Here are the resources:
What Doesn’t Work: Not engaging new platforms or neglecting mobile optimization.
7. Optimizing For Voice
How It Works: Keeps your site up-to-speed with a trend that’s fast catching on; increases viewer engagement.
We live in an era where we speak to our smartphone and make it perform small tasks. Our smartphone also speaks to us, though in a limited way.
This trend will evolve very quickly. How will our content sound when this trend suddenly descends on us?
Will it sound natural, conversational? Or, will it sound keyword-stuffed and spammy?
Write your content in a natural, conversational style and get ready for the “voice” revolution if you want to increase conversions in the future.
What Doesn’t Work: Not willing to change with the times.
How It Works: Gives you an insight on what’s working and what’s not.
Analytics is the Holy Grail of conversion rate optimization. You can keep learning from all your analytics data, yet never ever graduate with a terminal degree. You’re always learning.
Analytics tells you how your audience is engaging with your site. It tells you the bounce rate, audience demographics and interests (personas), where they came from, what they clicked on, what they read, what was purchased, what content works, what doesn’t, how many visitors added the product to their cart but abandoned, and much more.
Use analytics to your advantage, and make relevant changes to increase conversions.
What Doesn’t Work: Not improving your analytics knowledge.
A low traffic site must influence its small audience by delivering the right information in a way that is calculated to convert.
Naturally, you won’t get it right the first time and, therefore, it is important that you keep trying to optimize your site for conversions.
What methods have you implemented that have improved conversions on your low-traffic website?