Website conversions can make your company’s goals a reality, but converting website visitors into leads can be more difficult than expected. We take an in-depth look at the secrets marketers use to increase website conversions which can ultimately lead to an increase in sales for your dealership. Check out 5 tips you can implement on your website today!
Conversion Rate Optimization
Conversion rate optimization is a marketing strategy that utilizes A/B testing to determine which variation performs better in terms of engagement, bounce rate and conversions. This is the best way to determine if your ideas will actually lead to more website conversions rather than just guessing.
Spend Time on Collecting & Analyzing Data
Collecting data on how your website persuades users to act or not to act can give you a lot of insight into your users’ experience and uncover huge wins. By digging into user behavior and collecting feedback you can run less tests and find huge wins. The key to successful CRO (conversion rate optimization) tests is understanding that testing is a measurement, but not a tool. Your data and feedback should be analyzed and then A/B testing is used to confirm your hypothesis which was built from data. Your CRO ideas should not be pulled out of thin air or used just because it worked for someone else.
Look at the big picture when developing your CRO tests, what drives visitors to your website? What persuades them to act by filling out a form or buying a product? Where and why are visitors abandoning your website? This should be the very first step before any change or test is completed.
Become Your Website User
Data is a powerful marketing tool when developing CRO test ideas, but a huge secret that marketers use to uncover the right test for your website user is empathy. By becoming your user, you can empathize with them and see the bigger picture rather than just looking at numbers. Use empathy to identify the pains, successes and goals of your user. To truly understand this, you must first immerse yourself and there are a few strategies that marketers use to do so.
Walk yourself through the whole buying cycle on your website and record your screen. By recording yourself you can see how you would navigate through the website and can identify areas that are confusing or any roadblocks that your user may be experiencing.
Another technique is to record your own users which is a great strategy because your own session may be a little biased. Record and view at least 200 sessions of users converting. Does this surprise you? You want to focus on where users are leaving, right? We recommend 200 sessions of converting because you are more likely to understand what needs to be fixed in these sessions. These committed users can help you to identify where people are stopping or pausing, showing you areas of confusion. Seeing your website through your users’ eyes will help you gain context to what your data is trying to tell you.
Persuasion is Key to Improve Conversions
Now that you have identified your users’ pains continue to focus on the context of the website. Think about the sessions that converted in your recordings. What was their ultimate goal? Your website’s purpose is to persuade the user to convert, so make sure that the information needed to submit a form or buy a product is there.
Next, identify where users are dropping off and provide hooks to encourage the user to complete the goal. You can do so, by referring to the flow graph in Google Analytics. This is a great tool that illustrates where users in your website funnel are dropping off.
Connect the “What” With The “Why”
The next step to increasing conversions is to analyze key pages and one of our favorite tools is a heat map. This eye-opening tool lets you see interaction and helps you connect the “what” and “why”. When analyzing your heat map, ask yourself; Where are my visitors interacting too much? Where do they seem lost?
Another great way to analyze your pages is by simply asking questions. Send your users a survey after they have converted and ask them what their main challenges are. What was the main factor that made them choose you? What are their major concerns? If you offer an incentive like a prize or percentage off the next purchase, make sure to ask them to be brutally honest. Manners do not matter here.
Read your survey responses and find the biggest objections and hooks. Here you can identify the biggest challenges and create a split test to fix these issues.
Build Commitment & Social Proof
The final step that needs to be taken to increase conversions is to build commitment. Give your users a reason to stay on the site and make sure the site isn’t scary. If your data is indicating your users are confused, try testing a simple and easy homepage design. Another way to encourage commitment is by looking at your forms. Is there an excessive number of fields? Think about how you can encourage the user to commit to your site and give them reasons why.
Social proof can also build commitment by helping a user feel comfortable and confident in their session or purchase. Have you been featured in a local newspaper or blog article? What are your customers saying about you? Find items that you can feature on your site that show users that you are a trusted vendor for many users in their area or across the country.
Kill Unnecessary Features & Content
The final step to building commitment is by killing features on your website. Yes, we know you spent a lot of time designing your website, but are there features on the site that no one is interacting with? Check your heat map and kill these features or content, if it doesn’t provide value to your user it is just taking up space.
Conversion rate optimization is a great way to increase your website’s conversion rate, but remember that the initial work needs to be done to uncover huge A/B testing wins. Become your user, find your users’ pains, connect the what with the “why” and look at the bigger picture. By taking action on these tips above you are one step closer to increasing your website conversions, leads and ultimately sales.
If you’re interested in starting the conversation about how conversion rate optimization tests can improve your user’s website experience, let’s talk.
Written by Gary Ledoux
For years, the National (then later the International) Autobody Congress and Exposition, better known simply as NACE—later combined with the Congress of Automotive Repair and Service, better known simply as CARS—had been the premier trade show for the collision industry.
Driven by its sponsoring organization, the Automotive Service Association(ASA), the NACE show saw terrific growth in its early years, then fell into a long decline.
There will be no NACE show for 2019. So what happened?
Founding and Growth
Sponsored by the then-premier automotive repair organizations of their time, the Independent Automotive Service Association and the Automotive Service Councils, the first NACE show was held in November 1983 at the Opryland Hotel in Nashville, TN. Prior to this time, there had been a number of small, regional shows sponsored by local auto body associations, but this was the first show of its kind on a national scale. The first show proved popular and exceeded expectations.
NACE came along at precisely the right time in the evolution of the industry. In the summer of 1983, a spot survey of shops conducted by the trade media asked how many had attended a national or local trade show. Close to 80 percent had recently been to a trade show, and over 90 percent had been to one in the past two years. Those who did attend said they wanted to look at the latest equipment and keep up on repair techniques and trends. Those who didn’t attend claimed there were no shows in their area, or they just didn’t have time to go—being so busy just to stay afloat. The first show saw 171 exhibitor booths and about 1,500 attendees.
Reaching Its Peak
In the early ‘80s, shops were on a buying frenzy securing new equipment to work on the new unibody cars. A trade show was the ideal place to see the equipment, talk with manufacturer reps and network with other shop owners.
Only two years later, in 1985, NACE attendees exceeded 4,000. In 1986, attendance exceeded 6,200, and by 1988, attendance broke 10,000. The last show of the decade saw more than 15,000 attendees.