Sunil Sharma5 Conversion Rate Optimisation Tips For Financial Service Websites
Almost all businesses are on the web now and financial businesses are no different.
There are thousands of competing websites that offer loans and other lucrative financial services to people who need them. To have a chance of competing for a piece of the pie, finance websites must incorporate the design that encourages visitors to turn into customers as effectively as possible. Each potential visitor could be worth thousands of dollars depending on the financial product being offered.
The finance market is huge, but so is the competition. This is why it is important to be able to convert your visitors into customers.
Most finance businesses worry about search engine optimisation (SEO) first, but very few really care for conversion, without which SEO would be useless.
According to ‘Marketing Experiments’ the average conversion rate for websites within the finance industry is close to 10%. When comparing to retail or e-commerce which averages 3%, is very good, especially when considering the value of each paying finance customer.
However, it is possible to increase this rate as some top online financial companies enjoy conversion rate of 15% and more. If you want to be among such companies as well then you have landed on the right page.
Given below are five value tips on how to convert your visitors into buyers.
1. Work on the Layout and Presentation
Make sure to keep your website layout simple and easy navigate so visitors ‘know what you do’ and can quickly find what they need.
Financial sites should be clutter free and not use a lot of colors. Simple colors, such as white and light shades of blue, can do the trick. Below is a great example of a small business loans website operated by www.unsecuredbusinessloans.com.au. They use white space effectively and provide clear messaging to get their point across of who they are, what they do and how to get started.
2. Make Sure to Provide All Information
Provide visitors with all the information they might need so that they have no reason to go to another website.
Now, the right information depends on a number of factors, most importantly as a financial services business in Australia you must display your Australian Financial Services Licence (AFSL).
If your business offers home loans, you should provide all details on the website such as loan amount, repayment time, interest rates and any fees for acquiring the loan.
3. Give Importance to the Call For Action
You have to tell visitors what to do so that they can do it. For example, if you want them to hire your consultancy services, push them to do so by having a call to action button on your page, which should be strategically placed.
The button should ideally be on the top of the page or at the bottom so that it is easily visible to your visitors. Moreover, it should be readable and attractive. You can also use other effective CTA methods. See what works the best for you.
4. Add Authenticity and Let Customers Reach You
Add some authenticity to your site by providing details such as your company history, physical address and contact number. This would help users have more faith in your company, which is very important in this job. Why would anyone want to deal with a company that they do not trust?
You should be available to answer all questions over calls, emails and also live chat, which is said to be the most effective method when it comes to getting in touch with your customers.
Live chat is affordable and offers great ROI as well. Moreover, you can also add an FAQ section to your site and cover all questions related to your business so that users have no problem in finding what they need.
5. Make Your Site Safe and Secure
Security is of huge importance especially when it comes to financial matters. Hacking is a big challenge that almost all businesses have to face. Visitors would not be interested in working with you if your website appears shady or unsafe.
There are a number of things you can do to make things right. Firstly, follow security protocols and make sure to keep your site updated at all times.
In addition to this, make use of a reliable and trusted payment gateway like PayPal and 2Checkout. Such options are well known in the industry and can convince people to put in their personal details such as credit card information without any worries.
This is it. Just follow these simple tips and you will have no problem in improving your website’s rate of conversion.
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