How to create conversion points on your website (turning visitors into customers)

In today’s climate of economic uncertainty, it’s unlikely a stranger is going to happen upon your website, go to the priciest item on your product page and click “buy”.

You need to create other ways to:

1. Keep them hanging around on your website for longer, viewing more pages
2. Convert on educational, valuable content so they become leads
3. Purchase something affordable as a foot-in-the-door or “tripwire” offer.

Below, we explore some ideas to help mid-sized, B2B, UK businesses create compelling conversion points across your website to encourage visitors to extend their visit, then become leads and customers – even during challenging economic times. 

How to increase page views and time spent on your website

On average, visitors to mid-sized, UK-based, B2B business websites view 1.85 webpages in one visit:

And visitors spend an average of one minute and 40 seconds on the website in total:

So, if your website visitors are only viewing one or two webpages during a session, are there conversion points on every page of your website to convert them, no matter where they arrive?

You can’t guarantee a visitor will land on your Product, Service or Contact Us page – so if they arrive at your Home, About Us or blog pages, are there conversion points ready for them? 

Conversion points can come in a variety of forms:

1. Hyperlinked text within the webpage copy
2. Image or button CTAs throughout the page
3. A relevant offer pop-up that appears on 50% scroll of the page
4. A clickable banner along the top of the page
5. An exit-intent pop-up which appears as someone moves to leave.

Karol Nowacki of Tidio says:

‘While we often put a lot of effort into polishing content on our blog and choosing exciting topics, we sometimes forget to give as much attention to preparing a compelling Call To Action. A strong, goal-oriented CTA can be a game-changer for improving the conversions rate on our website.’

And where should these conversion points be directing visitors?

1. To a relevant product or service for that page
2. To a landing page for a helpful piece of content
3. To a Contact Us page to make an enquiry.

Platforms like Google Analytics, SEMrush, Microsoft Clarity and HubSpot help you gain valuable insights into the user journey, once someone arrives at your site. You can use heat mapping and record sessions through these tools to give you more information into user behaviours, who is visiting, what content is resonating, and how they are navigating your site.

If you build these conversion points across your site, you’ll vastly improve the chances of someone, not only clicking from page-to-page to stick around longer and learn more about your business, but to actually exchange their details or money for what you’re offering. 

Develop a “tripwire” product or service

Tripwire services and products are options that visitors can afford now, without too much commitment. It helps them to:

• Get a feel for your brand and whether they want to continue working with you
• Build trust with your brand as you continue to nurture them post-purchase
• Enjoy one aspect of your offer, getting a solution to one of their problems, which can then lead to a larger commitment as a follow-up purchase.

ActiveCampaign offers tips on how to create tripwire offers, and describes them as:

‘Once a lead has become a customer, they are more likely to become a customer again – and starting with a low-cost product makes more leads more likely to become customers.

After a tripwire offer is accepted, tripwire customers typically get segmented into a separate list, which allows for more targeted marketing campaigns and upsells.’

Ensure your entry-level, tripwire offer is:

• Clearly defined and understandable
• Affordable for your audience
• Helpful in filling a gap in your buyer’s needs 
• Easy to buy and start with
• An excellent example of your wider offering, or what it would be like to extend your relationship.

Examples of tripwire offers include:

1. Part of an existing product e.g. a few modules of an educational course for £300, instead of the whole course for £1,000
2. Smaller versions of physical products e.g. free samples of a single protein bar instead of prospects having to buy a box of 12
3. Consultations or planning sessions e.g. a one-day focus session with your team and a consultant to help you plan for ESG at your business
4. Template bundles e.g. a few useful spreadsheet, report dashboard and presentation templates (with instructions) to get started with a new topic
5. Trials or previews e.g. part of a new software package to use for 30 days, affordably or free of charge, before full-price payment kicks in.

If users are arriving at your site but aren’t converting, it’s likely to be one of three problems:

1. There’s no tripwire offer to entice them
2. There aren’t enough interesting, relevant pages to extend their session
3. There aren’t enough CTAs across all webpages. 

However many pages users are visiting and however long they’re staying on your site – and however this measures up against your competitors – make sure you are using the data meaningfully. These numbers on their own mean very little, but when applied to leads and sales generated, they are the key to unlocking a high-performing, highly convertible website.