How to Improve Website Conversion
So far in this series you have read about kick-starting your Digital Strategy and also improving your Facebook Advertising Performance, this week we focus on turning those visitors into customers, a.k.a. how to improve website conversion.
In digital terminology, a conversion is any action a visitor of your site takes that means your website has achieved its goal. This might be an online sale, information download or a request for a quote.
If you have been seeing strong numbers of visitors landing on your website, but aren’t receiving a corresponding rise in new business revenue, then conversion is usually the problem.
In most cases a bounce rate (bounce rate is the %of visitors who don’t click through to a second page within your site after landing) above 50% is a strong indicator that something is seriously wrong with your design and user experience.
Take a read through these basic steps to improve website conversion and help your website take care of business!
STEP 1 – KISS (Keep it Simple Smarty)
A website is only as good as the experience it provides. Your visitors should be able to effortlessly navigate through your site and find what they are looking for quickly and easily, don’t make them think!
Their time is valuable so make sure the most relevant and important sections of your website are the easiest to access. A good start is to ask yourself, can your visitors see value in your product or service within 5 seconds of landing on your site?
STEP 2 – CREATE VALUE VIA GREAT CONTENT
The content you have on your site MUST be helpful and/or entertaining for your visitors. This cannot be stressed enough. If you don’t have a blog post answering common customer questions, make one now!
The more value you can provide through videos, blogs or images, the longer you can keep people navigating through the pages of your site. Generally speaking, the longer a visitor stays on your website, the higher the conversion rate will be.
You’ve been in business for some time now and have no doubt received plenty of questions and feedback from your customers. Use this information to better understand who you are targeting and what they are looking to accomplish during a visit to your website.
STEP 3 – INCLUDE STRONG CALLS-TO-ACTION
Using strong calls to action doesn’t mean treating the user of your site like an idiot! It simply helps to guide them towards whatever action you wish them to take, and you need to make this as clear and simple as possible.
Ideally, every page on your site will have a call-to-action of some description, even if it is just “FIND OUT MORE”. Once people have decided to buy/enquire, make that next step ridiculously easy to take!
STEP 4 – DATA IS YOUR BEST FRIEND!
One of the most powerful aspects of digital marketing is that almost everything is measurable!
Tracking helps you to:
- Know which marketing efforts are working and which are not.
- Understand how people are navigating through your site and which page is causing them to leave.
- Overall website performance
Data tracking allows you to pick up on any potential issues early, so that you can streamline your website and keep customers there for longer.
At the end of the day, there is little point running amazing (and often expensive) marketing campaigns to drive people to your site if the conversion rate is letting you down once they get there.
If you need help installing Google Analytics or would like to know more about what your visitors are doing on your site, click here to arrange a complimentary strategy session with one of our team.
George has seven years experience working with brands to transform their online presence into a key driver of new business revenue.
George oversees the creative direction of all client campaigns to ensure businesses make significant commercial growth through their partnership with Social Garden.