A high website conversion rate helps to grow all types of businesses. If your website consistently has a low conversion rate, you should identify the causes. But how should you boost the conversion rate of your website to get more traffic? Here are the tips and tricks to follow:

1. Fix Usability Errors

Usability errors are not common issues, such as non-responsive web pages and broken links. Such errors can be minor and sneaky. For instance, a website element may look clickable but may not fulfill the purpose, a sizing chart may not load quickly, a button may be hidden, or the checkout form may have a weird error. You should identify and fix such minor yet significant complications in the user journey to increase the website engagement. 

The most effective way to identify usability complications is to perform a usability test. Some methods you can implement are video interviews, lab usability testing, and observation. However, the simplest method to start a usability test is evaluating the session recordings as they show the visitors’ actions as they browse your website. So, you can see what the users view when browsing your products or checking their cart and what they did just before abandoning the cart. 

2. Customize the Visitor Browsing and Customer Buying Experience

Many customers may have concerns browsing and buying products from your website because of the shipping country, costs involved, and difficulties in selecting the right color, size, and type of products. The target customers should feel seen and valued without reaching the support team. You can impress them with a personalized browsing and buying experience if they don’t have good experience with your competitor websites.  

Your website should display recommended products depending on their replies to a brief quiz. It should show complementary products depending on the current items added to the shoppers’ cart and the average delivery time depending on the visitor’s location. Plus, it should give an attractive discount code depending on the customer’s loyalty status. The personalization strategy depends on the visitors’ preferences. With quantitative and qualitative data, you can learn their preferences. For instance, website analytics tell on which product web pages visitors stay for the longest time duration. Open survey responses from such web pages tell what is missing and why, which are qualitative data.

3. Assess Sales Funnel to See Users Dropping Off Point 

The macro-conversion rate, the segment of visitors you convert to customers, is made of numerous micro-conversions in the sales funnel. Users click the product link on your home page, add that product to the cart, and view the cart to initiate the checkout process. You can increase conversion rates and sales and profits by boosting the micro-conversion rates. 

Use tools like Google Analytics to initiate your funnel analysis reflecting quantitative data, like bounce rates, for the main pages in the customer journey that give you a clear picture of the conversion funnel. Funnels show a clear overview of the funnel and the steps/pages that users skip the most. Filters help you view certain journeys depending on factors such as location, session duration, clicked elements, and viewed pages. While recordings display the behavior that caused drop-off.

4. Offer Real-Life Online Shopping  Experience

Being an online shopper, users can browse and touch products when browsing a website. An online store has restrictions on product descriptions and visuals that often help users visualize how the products look and feel in reality. This is an effective way to boost conversion rates, such as adding clear product images,  videos from different angles, and size comparison tools on the product pages. 

Resolve customer queries and complications that they cannot view and feel products. Check the queries in your company’s interaction with customers from resources such as chat conversations, survey responses, direct interviews, social media interactions, and support call transcripts. You can check customer queries and reviews for the same products online if repeated questions on sizing are visible. Uploading attractive and engaging pictures and videos of your products can always help to increase conversions. You can start with the most in-demand products and make charts, images, and videos to help visitors visualize themselves using your products/services.

5. Send On-Time Card Abandonment Emails  

People abandon their online carts because of the high delivery charges, need to create an account, and face checkout complications. However, numerous customers only browse and don’t have valid reasons to leave shopping midway. They take time and get delayed by work, disturbances, and competitors. Cart abandonment emails act as reminders that help bring customers back to the checkout page. You will require an email service provider with a card abandonment feature to implement the strategy of cart abandonment emails. 

When using eCommerce platforms, like Wix and Shopify, you can create cart recovery emails. As you draft cart abandonment emails, consider certain elements, such as subject line framework, formatting style, and cart timing, when performing the A/B analysis to understand what works best. You can see the dips and spikes in cart abandonments, recordings, heatmaps, and feedback on the change to learn why they occurred. The abandoned cart email reminders can be formatted, or have a full design with images, logos, and a color palette. Your right choice depends on the brand style.

6. Offer Values Before Asking for Sales 

The website conversion rate shows the number of visitors converting to customers. People should trust your brand before buying your products or opting for your services. Converting visitors for the first time may not work depending on the industry and types of products. To build trust among target customers, you should offer value through the content. 

You should work on the website backend to understand what target customers want and miss from your website/product to fold out which content helps in converting visitors. Your conversion rate optimization  approach should focus on attracting people to the website, understanding the complications that make them leave your website, and hooks to persuade conversions. The value-added content should help in directing website visitors to hooks. 

7. Survey Website Visitors on the Fence

Request for feedback from website visitors not converting by surveying customer journey touchpoints to get clear customer insights and not guess wrong about what is stopping them from taking positive actions. 

You can create a single-question survey on your brand website. With the right triggers, you can survey specific web pages, such as create landing pages and checkout pricing, after a certain period when users are about to leave the website.

8. Diminish Purchasing Decision Risks

Online shoppers buy products without even touching or seeing them. Online shopping is risky, and users can have questions such as if they will like your products, what if the damaged products get delivered, what products don’t suit the customer, and what if the customers change their mind. You can minimize or eliminate user hesitations with options such as free product samples, a money-back guarantee, easy returns, free product demos, customers’ product reviews, and testimonials. 

You should make a wise decision since processes, such as money-back guarantees and returns, affect everything from the support team to operational departments and cash flow. Use customer behavior insights and visitors’ feedback when interacting with stakeholders. You should ask customers what’s stopping them from making purchases so you can make the necessary changes to increase sales.

9. Show Real Scarcity

Scarcity occurs when an online store has limited availability of certain products. It helps customers to take action before a product is out of stock or the offer expires. You should show the scarcity of it truly exists. Faking an expired discount or “limited edition” label can boost sales temporarily. However, it shows your lack of integrity for customer trust in the long term. 

Remember, scarcity is an issue that creates FOMO. So, find out the ways scarcity exists in the business. It can be a soon-expiring discount code, a product’s low stock levels, limited edition products, and an option to get gifts with orders. You can use elements such as labels, product pages, engaging website copy, countdown timers, and reminder emails to intrigue customers to take action.

In today’s digital world, businesses put a lot of effort into social media marketing to increase their online visibility, attract maximum traffic to websites, and convert them. For instance, you can post about your products and services on Instagram to attract and engage target customers, increase online visibility, and boost sales. With popular social media platforms, such as Facebook, Twitter, and Instagram, you can post digital marketing ads to promote and grow your brand. 

Social media advertising plays a powerful role in growing your business. Do you want to know how? In the following ways:

Increase Online Visibility and Brand Recognition:

By using your Facebook business account and Instagram official profile, you can increase brand online visibility, recognition, and conversions. Plus, you can customize your social media ad marketing strategies as required to reach the target audience. You can decide your marketing budget to avoid overspending yet achieve the desired results. 

When it comes to running a location-based business, getting prominent online visibility is crucial. Besides having a professional website, your target customers should be able to find your business online when searching for the products and services you offer. Local SEO helps to do that as it is a subcategory of traditional SEO that focuses on increasing your online presence so you rank high on SERPs and make profits. 

This blog outlines the key concepts of local SEO, its importance for location-based businesses, how to use it perfectly to grow your business, and other relevant things. Let’s dive in. 

What is Local SEO?

Local SEO is a subcategory of SEO that helps a location-based business to improve its visibility in the local search results, mainly in the “Map Pack” or “Local Pack”. 

Why Local SEO is Important for a Small Business

Local SEO optimization is always important for your location-based small business be it a tea stall as more than 46% of online searches have local intent, which means users look for products/services near their location. Plus, 92% of online searches will choose businesses ranking on the local search results’ first page. So, you should optimize local SEO to increase your local visibility, attract the maximum number of target customers, and flourish your business.

How Does Local SEO Work?

You should learn the key elements and strategies of local SEO to understand how it works effectively for your localized business. Local SEO strategies comprise both on-page and off-page SEO techniques, mostly focusing on Google.

On-page optimization is optimizing the website elements so they get more search engine optimized and easily accessible. Here are the key elements of on-page local SEO:

• Keyword Optimization :Perform thorough keyword research for local SEO to add relevant keywords with a local intent to the content. For instance, you can target keywords like “the best pet store in Mumbai” if you run a pet store in Mumbai. 
• Meta Tags Inclusion:
  Add location-based information to your meta title and description to boost your website visibility to local searches.
• Content Development :
  Draft engaging and informative content, such as blogs, guides, and landing pages, to target local customer interests.
• Mobile Optimization:
  Ensure your website is responsive for mobile phones since Google displays mobile-friendly websites at the top of SERPs.
  
• NAP Citations:
  Add the same Name, Address, and Phone Number  (NAP) to your website, online directories, and social media profiles. 
• Schema Markup:
  Use schema markup for local SEO to add structured data about your business, such as name, address, contact number, and business hours, to search engines.
  

Off-page optimization works on the external website elements that affect your local business’s search engine rank. Here are the key components of off-page local  optimization:

• Local SEO Link Building:
  Get the best backlinks for local SEO from localized websites, sources, and directories. Such local SEO backlinks help in boosting your website’s trustability in the SERPs.
  
• Social Media Presence :
  You should be active and prominently visible on social media to boost your local SEO business. Plus, you should keep engaging with your target customers and share content across social media to increase your online visibility.
  
• Business Reviews:
  You should request the satisfied customers to post positive reviews about your local business on Google, and Yelp. The more positive reviews your business gets, the higher the search engine ranking and the more trust you can build with target customers.
  

Local SEO and Google My Business can work together to get the desired results in location-based SEO. Google My Business is a free Google tool that helps local businesses increase their online visibility, mainly on Google Maps and Google Search.

Here are the tips to optimize GMB Listing: 

• Create a Good and Updated Profile:
  You should create a proper and updated profile. Add correct information, such as your website URL, a short description, and operational hours.
  
• Select the Related Categories:
  Ensure you select the right categories that correctly represent your business, products, and services. Google can clearly understand your local business and display it to the target searchers on the SERPs.
  
• Post High-Quality Images:
  Upload high-resolution pictures about your business, and offerings. The attractive visual content can exceptionally boost your GMB listing.
  
• Request for Business Reviews:
  You should always ask your satisfied customers to post good reviews on the GMB listing. Positive reviews improve your search engine rankings and help in building trust with target customers.
• Share Frequent Updates:
  Post regular events and updates via your GMB listing that can keep searchers engaged with your updated content.

Benefits of Local SEO

Here are the key local SEO benefits that can do wonders for your small business: 

• Increased Online Visibility:
  The best local SEO strategy can increase your online visibility in the local search results. Once people search for your products/services in your location, your business tends to get visible at the top of SERPs, mainly in the Local Pack. Target customers will notice your business quickly because of the increased online visibility, which increases website traffic and conversions.
  
• More Credibility:
  Visibility in the local search results, mainly in the Local Pack, can increase the credibility of your local business. In today’s digital world, people tend to relate high-ranked businesses with credibility, which makes them more interested in choosing you over your competitors. The high trust ability of your brand can significantly increase CTRs and conversions.
  
• Wider Reach:
  Local SEO ranking helps your local business to widen its reach. As your website ranks high for the target keywords, you tend to reach target customers looking for the products and services in your location. High search engine ranking increases the chances of conversions and traffic quality.
  
• Affordable Marketing:
  Unlike traditional marketing strategies, local SEO is an affordable strategy to reach the maximum local target audience. Paid advertising is costly and can’t deliver beneficial outcomes like organic search rankings. Once you use the most effective local SEO tools and strategies, your local business can get long-term visibility without spending on advertisements.
  
• Enhanced UX:
  Website optimization and GMB listing for mobile phone users are crucial elements of local SEO. By doing so properly, you can improve the UX of your website because of which people would enjoy accessing it. The better mobile responsiveness keeps users happy and meets Google’s priority for mobile-optimized websites and ranking them high on the SERPs.
  

How to Do Local SEO 

Check the points below to learn how to implement local SEO to grow your small local business. 

Here are the on-page optimization tips to follow for your website:

• Optimize Meta Tags:
  Add the most relevant keywords to your meta title and meta description.
• Optimize for Mobile Phones:
  Create a responsive web design and optimize your website on mobile devices to boost mobile-friendliness.
• Use Local Structured Data:
  Execute local SEO schema markup with structured data to provide details, such as blogs, articles, and guides highlighting the latest news, trends, and local events, to meet the target local audience’s needs and interests.
  
• Draft Location-Centric Content:
  You should write enriching content that meets the needs and interests of your local target audience. Such location-specific content includes blogs, articles, and guides, that highlight the latest news, trends, and local events.

Here are the local link-building tips that you should follow: 

• List Business on the Local Directories:
  You should list your local business on local directories, such as Angie’s List, Yellow Pages, and Yelp. You should add the same NAP information in all the directories.
• Get Local Citations:
  Earn local citations from local firms and chamber of commerce websites. Such citations are the mentions of the NAP information of your local business.
• Increase Local Outreach:
  You should try to increase the outreach of your local business by connecting with the most famous influencers, bloggers, and companies. Content collaboration and getting backlinks from localized sources can help in widening the local outreach of your business.
  

How to Assess and Track the Success of Your Local SEO Techniques 

Local SEO can’t be done quickly at a time and demands consistent efforts and evaluation. When it comes to evaluating the success, you can use the best local SEO tools and analytics such as:

• Monitor Google Analytics:
  With Google Analytics, you can monitor your website traffic, conversion rates, and user behavior to check how local SEO affects your business’s online performance.
  
• Check Google My Business Information:
  You can track the GMB performance, such as listing, clicks, views, and user actions.
• Evaluate Google Search Console:
  You should evaluate your website presence in Google SERPs and fix any issues that may affect your search engine rankings. 
• Use Local SEO Tools:
  Make the most of the free local SEO tools, such as SEMRush, Bright Local, and Moz Local to track local citations, keyword rankings, and your local SEO performance. As you keep tracking and adjusting the local SEO strategies for small businesses, your efforts will maximize the ROI. 

The Bottomline

Hopefully, this post helped you understand what is local SEO in digital marketing. It is an inevitable strategy for local businesses to build a strong digital presence. As most of the target customers perform online searches to look for the desired local products and services, optimizing your online presence for local searches can boost your online visibility and profits. With the help of the best local SEO marketing services, you can perform keyword research, optimize GMB listing, and track analytics to get the desired results out of your local SEO efforts.