11 Ways Tech Companies Can Optimize Their Conversion Rate

Liam Burns
Written by Liam Burns
November 04, 2020

Tech companies are certainly having a moment right now.

In August, Bank of America reported that the US tech sector was worth more than the entire European stock market: $9.1 trillion. At the same time, G2 currently lists nearly 60 thousand companies on its software exchange.

Standing out isn’t easy and earning conversions is even tougher – but not impossible with the right tactics in place.

A user-first digital experience is critical for conversion rate optimization. Your website and app experiences are your biggest chances to prove your industry authority and earn trust.

How to optimize for conversions by improving digital experiences

63% of consumers and 74% of business buyers say they’re willing to pay more for a better experience. In tech, the unique experience you provide is necessary for setting your brand apart and earning trust.

If your conversion rate isn’t where you’d like it to be, your products and services aren’t necessarily the issue – it could be the experience you offer.

You can generate more leads and win more conversions by simply renovating your website and app to favor a user-first experience.

1. Reduce the clutter

Web design matters a great deal. A cluttered website is confusing, difficult to navigate, and overwhelming.

Nielsen-Norman has found that choice overload is a major problem. When you provide too many choices, users experience decision paralysis and do nothing. Meanwhile, other visitors might feel pressured to make a hasty decision and later regret their choice.

Instead, focus on making a positive first impression.

Think about the goals someone might want to accomplish when they visit your site. Make sure your navigation is easy to find, in the expected location, and labeled using clear descriptors like “About” or “Resources.”

Unique navigation labels are a sure-fire way to drive visitors away.

Images are fine but stick with one large image or graphic on each screen and make sure it directly relates to the topic. Images just for their own sake are confusing.

PayPal’s navigation is straightforward and organized by personal, business, and developer use:

2. Streamline your homepage to optimize your conversion rate

Speaking of design, your homepage should mimic the user journey.

You don’t necessarily have to stick with a single CTA – especially if you offer a handful of use cases for different audience segments. However, it is smart to focus on one CTA per fold.

Take visitors on a journey as they scroll down your homepage. Once they click, consider their stage of the sales funnel and gently nurture them towards a conversion.

Acorns has a nice streamlined interface with minimal copy and a single topic per screen.

Once visitors click on a link, it guides them towards converting with plan prices and social proof at the bottom of the page.

3. Offer a useful freemium option

People need to feel confident before investing in a tech product. All the content marketing, reviews, and endorsements in the world can’t make up for actually using the product.

Freemium products work in many industries because they give users a chance to see how your product or service works without any financial risk. Research shows freemium models can drive sales and mid-range packages.

Make sure your freemium product is genuinely useful. Some tech companies offer short free trials but severely limit available features after the trial expires. That doesn’t really give visitors a reason to log back into the tool.

BuzzSumo gives free users limited access to most of their classic tools.

BuzzSumo even lets free users give their beta tools a shot:

4. Nurture leads with an omni-channel digital experience

Think with Google estimates that consumers navigate through between 20 and 500 touchpoints before committing to a sale. But you can’t be everywhere at once without the right technology.

Each touchpoint should be personalized to gently guide the lead towards converting. Acorns personalized this Facebook ad based on pages the lead interacted with on their website:

5. Don’t disguise AI as human

64% of consumers and 80% of business buyers say they expect real-time responses from brands when they reach out.

People understand that you can’t staff a call center or live chat 24/7. They know most companies use artificial intelligence to improve the customer experience and close labor gaps.

What they don’t want is artificial intelligence masquerading as a human. People don’t want to feel like you’re trying to dupe them into communicating with a bot.

Instead, be up-front about your use of AI and its limitations.

6. Personalize the experience with questions at the first touchpoint

Why wait until post-purchase surveys to learn more about your customers?

You can ask questions from the first touchpoint on your website and use the information to personalize the experience.

A lead’s answers can send them to specific features, use cases, or even entire versions of your app. Intake questions are a quick and easy way to personalize the experience. Uber asks users as they sign up if they plan to ride or drive:

Each new account gets a different version of the website based on how they sign up. You could follow a similar strategy for different verticals, industries, or pain points depending on your products or services.

7. Be conversational and human in your messaging

The tech sector is naturally off-putting to many people who feel it already lacks human interaction.

It’s important to bring a human touch to your user experience everywhere you can – even in places where human conversation isn’t possible.

  • Write copy that flows like a typical conversation.
  • Include storytelling and real-world examples to connect.
  • Use chatbots and live chats to build relationships.
  • Choose straightforward terms and avoid industry jargon.

The Decibel chat makes it clear right away that a human isn’t available during non-business hours so visitors know they’re talking with a bot. Visitors can still choose from a handful of responses to answer their questions and gather information.

8. Integrate your platform data to learn more about leads

You’re collecting data from every touchpoint along the customer journey – whether you realize it or not.

Why let any of that information go to waste?

Use data from every available source to personalize your digital experience and optimize your conversion rate. For example, make sure you’re using technology to collect data from places like:

  • Facebook messenger
  • WhatsApp
  • Chatbots
  • Customer service emails

It’s also smart to combine session replay data with heatmaps to leverage analytics. That allows you to understand how visitors interact with every touchpoint and how you can optimize your conversion rate.

9. Give leads another reason to visit your website or app

Content marketing is useful because it drives traffic to your website from leads who aren’t ready to convert. You can stay on the top of their mind without pushing salesy tactics.

You can reap the same benefits by offering tools or resources that have nothing to do with completing a purchase. Xerox, for example, offers a robust small business resource center. Visitors can download free templates, cards, and marketing tools.

What you choose depends on your audience. Use data you have handy to study their pain points, interests, and behavior so you can produce something unique and useful.

10. Give customers more control over their experience

You simply can’t predict the needs of every customer. In fact, trying to personalize some experiences with limited data can severely backfire.

Instead, put your customer’s in the driver’s seat. Let them choose their own experience.

When new customers sign up for Robinhood, the app asks them some questions about their income, goals, and investment experience. Based on their responses, Robinhood decides which features to give them and how much help to provide.

For example, options trading isn’t available to novices and users can choose what happens with their dividends.

Robinhood also knows their audience skews towards men so they let users adjust the contrasting colors. (Colorblindness is common in men.)

11. Rethink your content marketing game

High-quality content marketing is important for so many reasons. It builds traffic to your website, demonstrates your authority, and earns trust.

To optimize your conversion rate, take a deeper dive into your audience and rethink your content marketing approach.

Robinhood knows that most of its leads have never invested before and no nothing about the process. Robinhood’s FAQ section builds confidence by explaining complex investment topics in concise language.

Use your content marketing as a resource. You’re an expert in your industry – share the knowledge and build confidence in your leads. People will return when they’re ready to convert because they can trust that you have their back.

Key takeaways to spark more conversions on your tech website or app

For technology companies, conversion rates hinge on the digital experience you provide. A user-first app and website experience demonstrate your authority and builds trust. Plus, it shows customers why they should choose your brand over competitors.

Some key strategies to optimize your conversion rate include:

  • Creating a streamlined website and app design free from clutter
  • Offering a useful and memorable freemium option
  • Providing a personalized omni-channel experience
  • Remaining up-front about your use of AI
  • Integrating data from multiple sources to learn about your leads
  • Giving visitors another reason to visit your website or app

Is it time to overhaul your app or website experience? The Ultimate Guide to Optimizing Digital Experiences for Enterprise is your go-to reference for moving the needle on conversions.

Topics: Conversion Optimization, CRO, Digital Experience, User experience
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