Every cannabis business wants to leverage its website to create more growth. An ecommerce company will use their website to generate instant revenue; others may use it to generate leads, physical visits, or phone calls. While a website may have a specific purpose, its performance should be measured against desired business objectives to ensure the marketing strategy is working.

Following are 10 simple but effective hacks that might prove to be invaluable in growing your business significantly.

Conversion Audits are Your Friend

Don’t assume that your cannabis website was created to convert traffic. Many web design companies are great with fancy graphics and aesthetics, but they may not have the conversion rate expertise inherent in successful websites. A full-blown conversion audit is well worth the small expense and will help identify problems before an expensive marketing campaign launches. An audit of this kind yields valuable information to make ground-level changes that result in a solid base for your website— upon which future split-testing and optimizing will be done—helping you reach your conversion goals faster.

Use Your Google Analytics Data

Google Analytics helps pinpoint which traffic sources are performing poorly and aids in scaling profitable marketing methods that are bringing the highest levels of conversions. This means you could tell if your social media marketing efforts are wasted, in which case you could then choose to allocate your social media budget to other channels that are producing better results. The data might tell you that most conversions happen as a result of your visitors interacting with your blog, which then means you might want to turn to distribution outlets like Taboola or Outbrain to bring increasing traffic to your blog. These changes might mean a significant upswing to your bottom line.

Identify Scroll and Click Patterns

Use a heat map tool, such as crazyegg, to show you where your visitors are and aren’t clicking on your site, and to see how far down your visitors are scrolling. This particular tool will also show you what traffic or referral source is producing your visitors. This information is invaluable to help you reposition your offers from any dead zones and to identify hot areas that attract clicks. The ability to have this data allows you to test multiple call-to-action locations and pinpoint the ones that work, resulting in a higher generation of leads.

Split Test Those Landing Page Changes

Sometimes, something as simple as changing the color of an action button or changing the wording slightly on a call-to-action will lead to the greatest conversion gains. Keep track of these changes with tools such as Unbounce, which allows you to track which landing pages with slight variations perform best.

Track Incoming Calls

Use a call tracking service to not only record the quality of the calls, which is great for assessing the performance of your sales staff or the quality of your leads but also to determine which sources or dedicated landing pages produced the most calls. Call tracking numbers to route directly to your main phone number, so there is no concern about how your phone leads are handled.

Install Live Chat

It’s a misconception that live chat is only useful for websites generating ecommerce sales. While answering those pre-purchase questions is a great technique, there is untapped power in the live chat feature. For example, a restaurant may use a live chat feature to help with reservations or answer questions. Most chat services integrate with mobile phones, making it much easier for even busy restaurant owners to monitor live chat requests. This low-cost option produces noticeable results and offers the accessibility of human contact between merchant and consumer.

Simple Flat Fonts Rule

This may seem like a no-brainer hack, but it produces powerful results. One thing that landing pages that generate thousands of leads have in common is they all use simple, flat fonts. These companies have spent fortunes trying to discover what works, so save yourself the expensive research and do what they do. A plus to having simple fonts is they display nicely across all platforms and devices—desktop, tablet, and mobile.

Use the Power of Video

Consumers are jaded and new and clever ways of getting their attention are a necessity. Using an explainer video to describe or introduce your product or service can help your conversion rates. Make sure your production quality is top-notch, and use elements in your video that dovetail with your overall marketing strategy. Entertain, captivate, and educate your audience in a way that reflects the quality of your brand.

Use Testimonials and Trust Signals Strategically

Include testimonials from notable people in your industry and satisfied customers to engender trust from your visitors. Showcasing awards and industry accreditations solidifies your presence in the marketplace and helps your visitors to feel comfortable doing business with you. Trust leads to increased leads, sales, and repeat business. Avoid fake testimonials at all costs. Nothing will discredit your business faster.

Use an Exit Popup Offer

Most visitors that leave your site never return, so use every click they make to your advantage. Popup offers are a great last-ditch opportunity to convert a visitor into a sale by making the visitor rethink, for a split moment, their action to leave. Many times, that split second converts to a sale. Every visitor to your website has an inherent monetary value since it costs you time, effort, and expense to generate the visit to begin with, so don’t be shy about asking them to rethink their last click. Make them an offer they can’t refuse, and over time, this exit capture will greatly improve your return on investment.

Want results? Let’s talk!

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Studio 420 is a cannabis and psychedelics creative agency specializing in branding, UX/UI design, web development, ecommerce, and digital marketing solutions. We offer a variety of services to ELEVATE your online web presence.

Contact our Denver, Colorado office for a no-obligation, project cost analysis at 303-653-9855.