Turning web visitors into paying customers
I’ll let you in on a little secret, search engine optimization does not necessarily produce a successful website, better expressed as SEO ≠ $. While it’s true that search engine optimization (SEO) is very important to a website’s success it is by no means the only element of it’s success.
The goals of individual websites may differ quite a bit, for one the goal may be to get a visitor to buy a product, while another may be to get a visitor to call, or fill out a form to request further information. Whatever the end goal is, reaching that objective is called a conversion, in web design we refer to the ratio of conversions to visitors as your conversion rate. The nice thing about web marketing is that everything is measurable, we can know how many people viewed each specific page, how long they spent looking at it and where they clicked when they left so we can use these figures to analyze how a website is performing.
If you are interested in improving your conversion rate, here are the top 5 ways to do that.
- An attractive, professional looking website. It is well known that the look of your website effects peoples opinions of your company, but studies have shown that lasting impressions are made very quickly, a visitor to your website will form a first impression in just a 20th of a second.
- Well written copy. The most under-appreciated ingredient of a great website is copy-writing. People read differently on the web than on paper, they scan more and read less. Copy-writing for the web is a topic for another article but suffice it to say that well written copy will significantly boost your conversion rate. If you are serious about it think of paying a professional copy-writer.
- Keep content fresh. Nothing can turn off website visitors faster than stale content. Make sure you keep up with dated content like event calendars or company news pages, when these kinds of things become outdated it looks as though your website is not kept up and visitors will move on. You will find that changing around your home page or any other “landing pages” every few months will generate renewed interest as returning visitors notice the changes and take a closer look.
- Eliminate hurdles. Whatever the goal of your website is, make it real easy to do. If you are selling a product, put it on the home page. If you are collecting leads, put the contact form on the side of every page. If you want people to call you, put your phone number at the top of every page. Whatever it is,make sure your visitors have to perform as few steps as possible to accomplish it. For contact forms you will get the best results by requiring the fewest fields possible.
- Keep download times to a minimum. Believe it or not, some people are still using dial-up internet access, add to that the increasing number of mobile internet users on slow connections and with bandwidth limits, and you can see that download times still matter. The best way to lose a visitor is to make them wait too long for the web page to load, and when I say “too long” I mean around 4 seconds!
What good is search engine optimization if you abuse your visitors once they get to your website? Give your web visitors a quality experience on your site, make things easy for them and they will repay you by trusting you with their business.