What is a Conversion Rate?
Your conversion rate is a measure of the number of potential customers who go on to buy. In the context of a website, it is usually the percentage of visitors who make a purchase. Many websites concentrate solely on increasing the number of visitors they draw, when often they have fairly simple problems that can be resolved to improve the conversion rate and the site’s bottom line at minimal expense. Improving a website’s conversion rate can be relatively simple. Below are five techniques:
Calls to Action
What good is a website that doesn’t guide a user to your products or services? Always be sure to include some sort of call to action on your website. This could be asking visitors to call your phone number, request a quote by clicking on a link or provide an email address. Without helping the user to navigate to critical areas, you are negatively affecting your ability to obtain new business.
Maybe you have a sufficient amount of traffic, but the real problem is that traffic doesn’t lead to a specific action. Consider creating landing pages specifically designed to get users to follow through with their original intent. If you have a “register” button on your website, point it to a landing page that’s stripped of navigation and other distracting elements. Get your visitors to fill out a form!
Conversion, at the core, is about trust. One of the best ways you can build trust is to show people that you are real! Many users aren’t comfortable if the website they’re visiting doesn’t include a phone number, office location and map. Building trust can lead to new customers and long-term business opportunities.
About Your Company
One of the three most visited pages on your website is the “About” page. This page is critical in that it gives visitors more information about you, and this alone can sway them in one direction or the other. Follow the ABCs of writing a good “About” page. Describe the Advantages of purchasing products or services from you, the Benefits that will result and the Conveniences of ordering and delivery.
When you are building content for a website, keep your audience in mind. Be sure you write for the appropriate audience. Good content isn’t enough. Include calls to action in your content, links, headlines, bold text and other styling to help break up the monotony of text. We live in a world where distractions are the norm, so keep your messaging to the point. Strong, engaging, eye-catching content can inspire users to take action.