Too often, websites don’t emphasize exactly how, where, or why users should sign up, call, or purchase a product or service from their website. In this article we discuss the often overlooked aspect of converting hard earned website traffic. 1) Clear Call to Action
What do you want your visitors to do when they get to your site? Do you facilitate this effectively and clearly? If you want people to call and schedule appointments, is the number above the fold on the site? Does it pop off the page and make people want to call? If you are looking to capture leads, do you have a lead capture form on every page above the fold? Does the lead form make you want to enter your information and click submit? If the answer is no to these questions, your website probably does not have a clear call to action, hurting your conversion rate.
2) Make it easy for visitors to buy a product (or complete the primary site objective)
Within 3 clicks, visitors should be able to perform a desired action, whether that is purchase a product, fill out a form, or visit a conversion-oriented page, and they should be able to do this from any webpage. Don’t be afraid to clearly direct people to the product or service page you want them to visit.If they want to buy a product or service from you, they want to do so as easily as possible. If people have to click through too many pages before beginning the checkout process, they are more likely to leave your site and take their business elsewhere.
3) Use Trust Logos
If your website does not use trust logos, you are not converting as many visitors as you could be. Take a look at the Petco web site or any other high converting ecommerce websites, and you will see a prominently placed McAfee trust symbol. The implementation of a trust symbol, or simply moving an existing trust symbol above the fold, can have a profound impact on your conversion rate.
4) Proper Packaging
If you are giving away bonuses, free email/phone support, expert documentation, free shipping, discounts for larger orders, or anything that differentiates yourself from the competition, you need to make sure your visitors are aware of these promotions. Make any promotion as clear as possible, especially if it will only last a limited time. Creating urgency can often push a potential sale to an actual purchase.
5) Determine the Value of a Visitor and Conversion
Knowing the average monetary value of a visitor and conversion is vital to running a profitable website. By employing a tracking system such as Google Analytics, you can begin tracking data on the actions your visitors take. This will enable you to focus your search engine optimization strategies on the keywords that deliver the highest converting traffic. With enough data and proper analysis, you will know which products to promote, allowing you to plan future promotions on products that will deliver the best return for your company.
The Power of Conversion
To give you a sense for the power of conversion optimization, let’s consider an e-commerce site that receives 10,000 visitors a month. If your site converts 1% of those visitors, or 100 per month, and 1 conversion averages $50, then your websiteís monthly revenue equals $5,000. Through increasing the conversion rate by 50% from 1% to 1.5%, your website will generate an additional $2,500 in revenue for the company. This slight conversion increase is the equivalent of increasing traffic by 50% for an additional 5,000 visitors per month. This isnít rocket science, but it shows how important conversion optimization can be as part of a companyís broader SEO and Social Media strategy.