6 Tools to Help You Convert More Leads and Sales on Your Website

05/27/2015 03:56 pm ET | Updated May 26, 2016

Your website is a vital part of your business. Some websites are used to provide information with a goal of converting traffic into leads, phone calls or location visits, while other websites are trying to convert traffic into immediate sales. Regardless of what your specific goals are, one thing is certain: you would love to increase your conversion numbers.

Here are six tools that can be used to help increase your website's conversion rate, resulting in increased online business growth.

1. Google Analytics

Google Analytics can tell you a lot more than just how many visitors your website receives. The majority of business owners that I speak with aren't diving deep into their data to help increase their conversion rates, as 80 percent use it incorrectly. Two examples of how this data can help:

Identifying top performing content: Imagine being able to identify the specific content your traffic was engaging with before submitting a form on your website or completing a purchase? Analyzing your Google Analytics data will allow you to pinpoint the path each conversion took. Once you have your best performing content identified you can then promote it through distribution outlets such as Outbrain and Taboola.

Back off on non-performing channels: Looking into your traffic will help you identify referral sources that aren't producing conversions as well as identify referral sources that are converting. Imagine if you found that over the past 60-days Twitter sent you 5,000 visitors and you received 5 conversions, while Facebook sent 1,000 visitors that accounted for 20 conversions. Using this data it's clear you would want to scale back on Twitter promotion and channel that effort into Facebook marketing.

Fully understanding your Google Analytics data will help you to eliminate poorly performing traffic sources and scale up your marketing efforts that are responsible for conversions.

2. Live Chat

Live chat is a simple tool that can benefit virtually every business. You can keep your live chat idle and available for visitors to utilize for asking questions or you can set it to automatically start a conversation with your visitors after they have been on your website for a specific period of time.

Did someone just click the "back" button without completing a purchase? Set your live chat to engage in a conversation anytime someone abandons your shopping cart by asking a simple, "Hi, is there anything I can help you with today?" This is great for saving sales. Has someone returned to your website for a second time? Have your live chat automatically engage with returning visitors to ask them how you can help them.

Most live chat services integrate with the most popular messaging services and have a mobile app. This makes monitoring your live chat a breeze.

3. Explainer Videos

As humans, we are naturally drawn to visual content. We remember about 20% of what we read, while we remember 80% of what we see. Visual content helps you deliver a message that a larger percentage of your visitors will remember, and explainer videos are a great way to present your message.

A successful explainer video will captivate, entertain and educate your visitors. If you are going to explore this option make sure you have a quality explainer video produced. Low quality videos will act as customer repellant and push potential conversions away. The quality of your video is a direct reflection of your business.

4. Exit Offer

You spend a lot of money attracting traffic to your website. Every visitor that comes from search engine optimization efforts, pay per click campaigns, social media marketing and referral sources has a monetary value attached to them. Even "free" traffic isn't really free.

The majority of visitors that leave your website will never return, so don't you want to use every available option to attempt to convert them? Some popups can be intrusive, and if they are triggered while the visitor is reading or about to convert it can turn them off, but there is nothing wrong with an exit popup that only fires when it detects that the visitor is leaving. Even the slightest increase in conversion rate should be welcomed with open arms.

5. A/B Testing Software

You aren't going to make conversion improvements without making changes to your website, and often the slightest changes can produce the largest improvements. Unbounce is a simple to use tool that allows you to create multiple landing page versions with slight differences to determine what options convert better.

Don't worry, you don't need any coding experience to start split-testing your pages and offers. Something as simple as changing the color of your submit button or the text from "Submit" to "Get My Free Offer" can produce significant conversion improvements.

6. Heat/Scroll Map

Knowing where your visitors are and aren't clicking helps you to reposition your offers from low traffic areas to more active sections of your website. Crazyegg is a heat map tool that shows you where clicks occur and what traffic/referral source produces them, as well as how far down your pages visitors are scrolling.

You can't put an offer on your website and assume the conversions are going to follow. Understanding where your visitors are clicking and scrolling allows you to to make changes that will help improve your conversion rates.

Every website is going to have different conversion goals, but by combining some of these tools along with constant testing, you will be able to convert more leads and sales on your website.

Jonathan Long is the Founder & CEO of Market Domination Media, an online marketing agency specializing in creative outside the box branding campaigns. Connect with him on Twitter and read his company's online marketing blog.