It\u2019s a challenge to turn visitors into leads, let alone into customers. It takes a big effort in all conversion opportunities to consistently achieve better results.<\/p>\n\n\n\n
With that in mind, we\u2019ve gathered 9 essential tips you can apply right now to increase your sales<\/strong> and lead conversion rate.<\/p>\n\n\n\n Shall we get started? But first, let\u2019s understand what a good conversion rate is.<\/p>\n\n\n\n Check it out \ud83d\udc47<\/p>\n\n\n\n To know whether your conversion rate is good or not, you need to analyze the numbers for your segment.<\/p>\n\n\n\n For example, if the conversion rate from visitors to leads in the B2B segment is 5% (hypothetical number), but yours is 2%, it\u2019s time to invest in new strategies.<\/p>\n\n\n\n A good resource for this analysis is the Webshoppers Magazine<\/strong> from NielsenIQ, which provides semiannual analyses of sales conversion across various e-commerce sectors.<\/p>\n\n\n\n And for lead conversion, we\u2019ve already published a detailed study showing the breakdown by several segments.<\/p>\n\n\n\n When you analyze the conversion rate, you can measure the performance of your marketing actions.<\/p>\n\n\n\n In general, a good conversion rate is one that is always growing.<\/p>\n\n\n\n It\u2019s also worth remembering that we should always differentiate between lead conversion rates<\/strong> and sales conversion rates<\/strong><\/a>, as the numbers are not the same.<\/p>\n\n\n\n Let\u2019s understand more below:<\/p>\n\n\n\n As I mentioned earlier, not all conversion rates are the same.<\/p>\n\n\n\n Above, we talked about the process of converting a visitor into a lead; now we are addressing sales conversion.<\/strong><\/p>\n\n\n\n To help us discover the ideal sales conversion rate, let\u2019s look at some data from the U.S. company Compass<\/strong>.<\/p>\n\n\n\n In its survey, the company found that the average e-commerce sales conversion rate is 1.33%, while the best performers are around 3.6%.<\/strong><\/p>\n\n\n\n Now, focusing on the Brazilian market, the numbers change a bit.<\/p>\n\n\n\n According to research by Experian Hitwise<\/strong> the average sales conversion rate<\/strong><\/a> is 1.65%<\/strong>.<\/p>\n\n\n\n Yes, these are low numbers, and therefore challenging. Let\u2019s now understand the main reasons your conversion might be low.<\/p>\n\n\n\n There are some factors that can contribute to low sales conversion on your website.<\/p>\n\n\n\n We\u2019ve selected the main ones, along with solutions to increase the conversion rate of your pages.<\/p>\n\n\n\n The marketing and sales funnel is a strategic tool that guides your efforts all the way to closing a sale or contract.<\/p>\n\n\n\n If you don\u2019t consider the stage the visitor is at in this funne<\/a>l, it will be much harder to get the verbal and visual communication right \u2014 the key to capturing the user\u2019s attention \u2014 and your chances of conversion will be lower.<\/p>\n\n\n\n If this is one of the reasons behind your low conversion rates, seek to better understand your audience\u2019s needs and interests.<\/p>\n\n\n\n Remember that the sales funnel is a framework, but your customer can enter it at any stage. They may arrive at the top, identifying their needs, or they may already be looking for a quote.<\/p>\n\n\n\n Here\u2019s a crucial tip to boost conversions: replace static forms with more interactive tools, such as marketing and sales chatbots.<\/a><\/p>\n\n\n\n Analyze the content, offer, and presentation of these elements on your website, always keeping the sales funnel in mind!<\/p>\n\n\n\n As identified in the Lead Generation Panorama<\/em> developed by Leadster, mobile already represents the majority of visits to Brazilian websites, with 64.45%<\/strong> of traffic \u2014 compared to 35.55%<\/strong> from desktop.<\/p>\n\n\n\n However, when we analyze the conversion rates for this type of device, we find they are, on average, lower than desktop conversion rates.<\/p>\n\n\n\n This happens because many companies still don\u2019t optimize their websites for mobile, losing opportunities by not offering the best experience for users arriving via mobile devices.<\/p>\n\n\n\n A good value proposition<\/a> should be a clear statement that offers relevance, benefit, and differentiation.<\/p>\n\n\n\n This ensures your brand has a strong market position and creates engagement with the audiences you want to reach.<\/p>\n\n\n\n It\u2019s based on the perceived value proposition that the consumer decides whether or not to take the next step \u2014 the proposed conversion.<\/p>\n\n\n\n If the value proposition is not clear on your website or conversion pages, the benefits and differentiators of the product or service are lost, along with the visitor\u2019s interest and conversion.<\/p>\n\n\n\n Testing and improving CTAs is another way to increase your website\u2019s conversion rate.<\/p>\n\n\n\n A Call to Action<\/strong> is an invitation to take action. If your goal is for your reader or visitor to take a specific action after engaging with your company\u2019s material, you need to make that clear to them, right?<\/p>\n\n\n\n Using a CTA makes this action a priority<\/strong> by highlighting it, and it also encourages the visitor to keep engaging with your brand \u2014 whether by clicking a link to different content, providing an email address, or trying a free version of your product.<\/p>\n\n\n\n There are many options to keep the visitor\u2019s attention on your pages or guide them to the next stage of the conversion funnel<\/a>.<\/p>\n\n\n\n A good CTA should take into account the persona, the stage of the sales funnel, the level of knowledge about the conversion, and have a clear goal.<\/p>\n\n\n\n Copywriting<\/strong><\/a> is a writing technique focused on persuasion and conversion.<\/p>\n\n\n\n By applying persuasive text, the target audience is encouraged to make a decision \u2014 in this case, to convert as desired.<\/p>\n\n\n\n More than just creating persuasive text, the copy needs to be clear<\/strong>, objective<\/strong>, creative<\/strong>, and able to communicate with the persona at the stage they\u2019re in on the buying journey.<\/p>\n\n\n\n Every element on a page is part<\/strong> of the structure that either drives or hinders conversion.<\/p>\n\n\n\n If these elements hinder navigation and the visitor\u2019s experience more than they help, they become barriers to the desired goal.<\/p>\n\n\n\n For example, a form with too many questions can be a barrier that prevents conversion.<\/strong><\/p>\n\n\n\n According to HubSpot, forms with more than three questions tend to have lower conversion rates.<\/p>\n\n\n\n If you\u2019re looking to increase your website\u2019s conversion rate, you should invest in improvements in areas such as Search Engine Optimization (SEO)<\/strong> and Conversion Rate Optimization (CRO)<\/strong>.<\/p>\n\n\n\n It\u2019s also necessary to adapt content to personas and sales funnel stages, as well as review page design to improve user experience, copywriting, and site structure \u2014 removing barriers and encouraging conversions.<\/p>\n\n\n\n Below, you\u2019ll find 9 practical tips to boost your conversion rates.<\/p>\n\n\n\n Optimization can only be done if you have data to guide decision-making.<\/p>\n\n\n\n You might know your website or landing page conversion rates \u2014 and maybe you\u2019re here because they\u2019re unsatisfactory \u2014 but are you really analyzing the full picture?<\/p>\n\n\n\n Some key data points to watch:<\/p>\n\n\n\n You can access this data through platforms that already offer a simplified dashboard or by tracking campaign performance with cookies, UTM codes, and pixels.<\/p>\n\n\n\n The technical side matters too. Few users are patient enough to convert on a slow website.<\/p>\n\n\n\n In fact, the first five seconds<\/strong> of page loading have the greatest impact on conversion rates.<\/p>\n\n\n\n After that, each extra second causes conversions to drop by an average of 4.42% (Source: Portent, 2019).<\/p>\n\n\n\n Loading speed is also one of the main factors for ranking well on Google.<\/p>\n\n\n\n You can check your site speed \u2014 and get tips for improvement \u2014 using Google PageSpeed Insights.<\/p>\n\n\n\n Basic changes, like compressing site images, can be done easily, but you might need a developer for more advanced improvements.<\/p>\n\n\n\n Beyond speed, adaptability for different screens is crucial for conversion rates.<\/p>\n\n\n\n Websites and landing pages that aren\u2019t responsive lose users who access them via mobile devices \u2014 and they now represent the majority of visits.<\/p>\n\n\n\n In the U.S. alone, 79% of smartphone users have made at least one online<\/strong> purchase via their device in the past six months.<\/p>\n\n\n\n To optimize your conversion rates, you should also run tests \u2014 not only on your pages but also on the materials leading to them, like ads, emails, and referrals.<\/p>\n\n\n\n A\/B testing<\/strong><\/a> should be explored to present two versions of the same material with small changes in text or visuals.<\/p>\n\n\n\n Both versions are shown to the audience during a test period, and the one with the best performance becomes the permanent one.<\/p>\n\n\n\n This strategy helps you understand what resonates best with your audience, allowing you to invest in the option that delivers more satisfying results.<\/p>\n\n\n\n A Call-to-Action (CTA) is a prompt for the user to take a specific action.<\/p>\n\n\n\n It\u2019s present on different types of pages and materials, guiding visitors toward the action your company wants them to take.<\/p>\n\n\n\n Personalizing the CTA based on the user\u2019s profile and their stage in the buyer\u2019s journey increases conversion rates because attention is captured in a more tailored way, and the motivation to act is also customized.<\/p>\n\n\n\n Example from a legal consulting website:<\/p>\n\n\n\n According to HubSpot, the world\u2019s leading marketing automation platform, personalized CTAs perform up to 202% better than generic ones.<\/p>\n\n\n\n You have just 3 seconds to grab your visitor\u2019s attention. How are you using that short time?<\/p>\n\n\n\n Your conversion page \u2014 whether it\u2019s a landing page or your main site \u2014 must align with visitor expectations and contain textual and visual elements that match their stage in the journey.<\/p>\n\n\n\n Besides optimizing your website speed, make sure your value proposition<\/strong><\/a> (the benefit your product or service delivers) is immediately visible when someone lands on the page.<\/p>\n\n\n\n Example:<\/p>\n\n\n\n A highlighted statement such as \u201cIncrease Customer Satisfaction\u201d could be the reason the visitor came, while the actual service offered (e.g., \u201cContact Center\u201d) appears secondarily \u2014 keeping the visitor engaged and aligned with their expectations.<\/p>\n\n\n\n Social proof<\/strong><\/a> is a persuasion tool that helps convince a potential customer to make a purchase or hire your services.<\/p>\n\n\n\n When a testimonial or endorsement comes from someone who already knows your brand and has benefited from your solution, credibility increases, and decision-making is boosted.<\/p>\n\n\n\n According to Statista, 30% of consumers<\/strong> agree that social proof has a significant impact on their trust perception of a product or brand when making a purchase decision.<\/p>\n\n\n\n People will only fill out forms and wait for a response if they are convinced that the benefit (a video, e-book, demo, etc.) is truly worth it.<\/p>\n\n\n\n If you\u2019ve used static forms for lead conversion, you know it can be hard to reach good conversion rates when asking for specific visitor information.<\/p>\n\n\n\n From a visitor\u2019s perspective, long forms are a turn-off.<\/p>\n\n\n\n Tip: After defining your qualification criteria, remove any fields that aren\u2019t essential at first \u2014 especially for top-of-funnel forms.<\/p>\n\n\n\n Ask yourself: \u201cWould I give my CPF and phone number just for a simple e-book and be open to commercial contact after converting?\u201d<\/p>\n\n\n\n If the answer is \u201cno,\u201d it\u2019s time to simplify the form.<\/p>\n\n\n\n Virtual assistants or chatbots are the best alternative to static forms, offering better conversion rates and a more interactive, dynamic experience for the user.<\/p>\n\n\n\n They approach each visitor personally, based on their browsing context, which increases engagement.<\/p>\n\n\n\n According to research by Twillio, 90% of consumers want to communicate with companies via messaging.<\/p>\n\n\n\n Chatbots can naturally gather more information about a lead, speeding up qualification and increasing conversions.<\/p>\n\n\n\n CRO<\/strong> (Conversion Rate Optimization) is the set of strategies used to optimize a website\u2019s conversion rate.<\/p>\n\n\n\n Improving your conversion rates can bring several positive results, such as:<\/p>\n\n\n\n If you want to improve your brand\u2019s performance, you should pay attention to CRO, which focuses on enhancing and adjusting your website\u2019s existing structure to boost conversion rates and improve results.<\/p>\n\n\n\n If you want more conversions and can use CRO to optimize your existing pages, which ones should you prioritize?<\/strong><\/p>\n\n\n\n You have three options:<\/p>\n\n\n\n To decide, use the P.I.E<\/strong> framework.<\/p>\n\n\n\n Also, always apply CRO to critical conversion pages<\/strong>, such as:<\/p>\n\n\n\n Some CRO best practices you should start applying immediately:<\/p>\n\n\n\n The R.E.A.D.Y framework lists the five main dimensions that impact a Conversion Rate Optimization (CRO) strategy:<\/p>\n\n\n\n Although it\u2019s not the only structure available for executing a CRO strategy, the R.E.A.D.Y framework offers an interesting perspective on aspects that impact websites and landing pages, whether in the B2B or B2C market.<\/p>\n\n\n\n For each of the five dimensions, the framework breaks down into five additional factors that help structure optimization work.<\/p>\n\n\n\n A relevant website is one that meets the visitor\u2019s expectations. To optimize for relevance, your site should:<\/p>\n\n\n\n This CRO dimension refers to how well your message resonates with your target audience. To achieve it, you should:<\/p>\n\n\n\n Authority is one of the most important psychological triggers when it comes to online conversions. The best websites should:<\/p>\n\n\n\n Conversion is essentially a direction \u2014 a path we want the visitor to take. To optimize this aspect, you should:<\/p>\n\n\n\n Lastly \u2014 but no less important \u2014 comes the most technical dimension of conversion optimization. To improve your results, make sure to:<\/p>\n\n\n\n With SEO, or Search Engine Optimization,<\/strong> you will be optimizing the content of websites, blogs, and pages.<\/strong><\/p>\n\n\n\n But, unlike CRO, you will take into account factors relevant to search engines like Google.<\/strong><\/p>\n\n\n\n Through this strategy, you will compete for the best ranking in search results, thereby driving more organic traffic to the site.<\/strong><\/p>\n\n\n\n Let\u2019s explore which SEO techniques you can apply to increase your conversion rate:<\/p>\n\n\n\n Yes \u2014 even the words you use in your article matter \ud83e\udd13.<\/p>\n\n\n\n You will need to perform thorough keyword research to discover what and how users are searching for terms related <\/strong>to your industry and niche.<\/p>\n\n\n\n This way, you can create content for your site, product descriptions, category pages, and other areas according to what people are actually searching for on search engines.<\/p>\n\n\n\n To help in this process, invest in SEO tools<\/a> like SEMRush, Google Keyword Planner, and Ubersuggest.<\/p>\n\n\n\n We discuss this further in our complete article on keyword research<\/strong>.<\/a><\/p>\n\n\n\n Content marketing is responsible for planning and creating content for your website \u2014 usually for blogs and product pages.<\/p>\n\n\n\n When used alongside SEO, it can increase your conversions. For this, you\u2019ll need to invest in long-tail keywords \u2014 those that are longer and, therefore, more specific.<\/p>\n\n\n\n Example: Many people search for the terms mattress<\/em>, mattress store<\/em>, single mattress<\/em>, double mattress<\/em> \u2014 and you can be sure there are hundreds of results for these searches, making it hard to stand out.<\/strong><\/p>\n\n\n\n That\u2019s where long-tail keywords<\/strong> come in.<\/p>\n\n\n\n You should focus on keywords that aren\u2019t as competitive but will appear in the user\u2019s navigation at some point. Instead of creating content about \u201cmattress,\u201d try:<\/p>\n\n\n\n Working on SEO means paying equal attention to what happens on your page<\/strong> and outside of it<\/strong>.<\/p>\n\n\n\n To make it easier to understand, here\u2019s the difference between on-page SEO and off-page SEO:<\/p>\n\n\n\n The conversion rate is the percentage between the number of visitors to your conversion pages and the number of people who actually complete the conversion.<\/p>\n\n\n\n By conversion, we mean the measurable action you expect from your visitor.<\/strong><\/p>\n\n\n\n It could be filling out a form, starting a conversation in your online chat<\/a>, signing up to receive a discount coupon, completing a purchase, starting a free trial, upgrading a plan, among other actions.<\/p>\n\n\n\n The conversion rate can also be calculated between other stages of the funnel \u2014 for example, the conversion rate between qualified leads and sales, between visitors and SQLs, etc.<\/p>\n\n\n\n To calculate the conversion rates of your pages, you need to have some numbers on hand, such as: total visitors\/leads\/opportunities\/sales.<\/strong><\/p>\n\n\n\n The conversion rate will always be the relationship between two stages of the user\u2019s journey in the sales funnel.<\/p>\n\n\n\n Thus, the conversion rate can be calculated as follows:<\/p>\n\n\n\n For example, let\u2019s say you want to know the conversion rate of a Landing Page in the last month.<\/p>\n\n\n\n In this case, the calculation would be:<\/p>\n\n\n\n The conversion rate is one of the most important metrics for anyone investing in digital marketing.<\/p>\n\n\n\n That\u2019s because it shows the success of campaigns<\/strong> and whether the invested amounts are delivering the desired results.<\/p>\n\n\n\n Think about your campaigns: they have a goal, which is to get the user to take an action <\/strong>\u2014 whether that\u2019s signing up, downloading a resource, or purchasing a product.<\/p>\n\n\n\n So, the conversion rate is the metric that shows whether that action was completed \u2014<\/strong> in other words, it\u2019s directly related to the success achieved by the campaign, material, or page.<\/p>\n\n\n\n ROI stands for \u201cReturn on Investment.\u201d<\/a><\/p>\n\n\n\n ROI is mainly monitored when talking about marketing investments related to the costs and results of campaigns, actions, and new marketing strategies implemented.<\/p>\n\n\n\n ROI calculates how much money the company earns or loses with its investments.<\/p>\n\n\n\n And the conversion rate measures the success of campaigns, actions, and materials.<\/p>\n\n\n\n Therefore, the two are related, since the better the conversion rate, generally, the better the ROI as well.<\/p>\n\n\n\n With personalized service \u2014 even for simple questions and interactions \u2014 a lead is more likely to convert after resolving their doubts and establishing a dialogue with the brand.<\/p>\n\n\n\n Conversational Marketing<\/strong><\/a> is one of the most dynamic and modern ways to generate qualified leads for your company. Here at Leadster, we have developed our own methodology, combining five years of learning in building chatbots with the best practices in online conversion optimization.<\/p>\n\n\n\n This methodology allows us to confidently say that you will triple your lead generation on your website.<\/a><\/p>\n\n\n\n Our tool optimizes website conversion rates by enabling personalization, implementation of tests, quick visitor attention capture, and replacing static forms.<\/p>\n\n\n\nWhat Is a Good Conversion Rate?<\/h2>\n\n\n\n
What Is the Ideal Sales Conversion Rate?<\/h3>\n\n\n\n
Why Is Your Conversion Low?<\/h2>\n\n\n\n
You\u2019re Not Taking the Customer Journey into Account<\/h3>\n\n\n\n
\ud83d\udd0e You might also be interested in:<\/strong> Is Your Marketing Funnel \u201cClogged\u201d? Discover the Most Common Problems<\/a><\/pre>\n\n\n\n
The Website Is Not Optimized for Mobile<\/h3>\n\n\n\n
The Value Proposition Is Not Highlighted<\/h3>\n\n\n\n
The CTA Doesn\u2019t Convince the User to Take Action<\/h2>\n\n\n\n
The Copy Is Not Persuasive<\/h3>\n\n\n\n
There Are Too Many Barriers to Conversion<\/h3>\n\n\n\n
How to Optimize Your Website\u2019s Conversion<\/h2>\n\n\n\n
Practical Tips to Increase Sales and Lead Conversion Rates<\/h2>\n\n\n\n
1. Organize Your Data<\/h3>\n\n\n\n
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<\/a><\/li>\n\n\n\n2. Improve Website Speed<\/h3>\n\n\n\n
\ud83d\udd0e Read more:<\/strong> 5 Reasons to Improve Your Website Speed Right Now<\/a><\/pre>\n\n\n\n
3. Optimize Your Website for Mobile<\/h3>\n\n\n\n
4. Run (Lots of!) Tests<\/h3>\n\n\n\n
5. Personalize Your CTAs<\/h3>\n\n\n\n
6. Capture Visitor Attention Faster<\/h3>\n\n\n\n
7. Add Social Proof to Conversion Pages<\/h3>\n\n\n\n
8. Reduce the Information Requested in Forms<\/h3>\n\n\n\n
9. Replace Forms with a Chatbot<\/h3>\n\n\n\n
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<\/a><\/figure>\n\n\n\nWhat CRO Is and How to Use It on Your Website<\/h2>\n\n\n\n
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Where to Implement CRO?<\/h3>\n\n\n\n
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Good CRO Strategies<\/h3>\n\n\n\n
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How to Use the R.E.A.D.Y Framework to Increase Your Conversion Rate<\/h3>\n\n\n\n
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Relevance<\/h4>\n\n\n\n
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<\/li>\n<\/ul>\n\n\n\nEngagement<\/h4>\n\n\n\n
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Authority<\/h4>\n\n\n\n
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<\/li>\n<\/ul>\n\n\n\nDirection<\/h4>\n\n\n\n
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Performance<\/h4>\n\n\n\n
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How to Use SEO to Increase Your Conversions<\/h2>\n\n\n\n
Keyword Research for Product and Category Pages<\/h3>\n\n\n\n
Content Marketing with a Long-Tail Focus<\/h3>\n\n\n\n
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Differences Between On-Page SEO and Off-Page SEO<\/h3>\n\n\n\n
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<\/li>\n<\/ul>\n\n\n\nFrequently Asked Questions About Conversion Rate<\/h2>\n\n\n\n
What is Conversion Rate?<\/h3>\n\n\n\n
How to Calculate Your Website\u2019s Conversion Rate?<\/h3>\n\n\n\n
Why Optimize Website Conversion?<\/h3>\n\n\n\n
\ud83d\udd0e Read also:<\/strong> How to Generate Leads with Chatbots \u2013 10<\/a> <\/a>Ideas to Increase Conversion<\/a><\/pre>\n\n\n\n
What Is the Relationship Between Conversion Rate and ROI?<\/h3>\n\n\n\n
Discover How Leadster Can Triple Your Website\u2019s Conversion<\/h2>\n\n\n\n
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