Hiring an expert to design your website as opposed to guessing the key to success, is step one. But what comes next? An effective business website is one that actually helps you sell more. What's your conversion rate? How do you boost it, compared to the competition? Creating simple, readable copy is one of the easiest ways to get there, landing page experts Unbounce suggests.
Unbounce’s 2020 Conversion Benchmark Report put a microscope to the conversion performance of 16 major industries, based on a machine learning analysis of more than 186 million visits and 19 million conversions on 34 thousand landing pages.
Colin Loughran, Content Marketing Manager and Editor-in-Chief at Unbounce, shares findings from this report to pinpoint what makes and maintains a successful website:
“In order to know where you stand, you need to know which conversions rate you should be striving for and can realistically achieve. Not doing a competitive analysis can be a strategic error.
“But according to the CBR report, some other, more tactical mistakes that a company can make with their website are around messaging. Copy, more than anything else, impacts your conversions. You have to optimize your word count, copy sentiment and reading ease in order to increase your leads, sales and ROI.
“Software as a Service (SaaS) landing pages are often the worst offenders of the ones we analyzed. It’s hard to get people to stay on your page if they can’t follow what you’re trying to tell them. And that complexity could be a reason why SaaS pages convert 10% lower than the overall industry median.”
What’s the end goal for your website - to sell, to engage? Make your product/service as easy to understand as possible.
You might be selling to large corporations, but in this case, explain things like you would to a middle schooler. No matter the complexity of a product or service, the language doesn’t need to reflect it, the Unbounce report clarifies.