March 11, 2012
8 Tips for Improving Web Site Conversion
Creating web sites that are tailored to convert a browser into a lead isn’t always easy. There’s no magic potion that guarantees success, however, there are several key factors that combine to have a massive impact. Keeping these in mind from the beginning of the design process will greatly enhance your site’s ability to convert.
1. Establish and Prioritize Business Objectives First
Failure to prioritize your goals will result in a site that is overcrowded, and doesn’t effectively communicate your message. Use your site’s prime real estate to highlight the most important information. Secondary content can be featured in a less obtrusive way using sidebars, footers, etc.
2. Create Compelling Content
Creating great sales content can be a challenge. Web users tend to have a short attention span, so short, “skim-able” paragraphs with clear titles tend to be best. Be sure that the person compiling your content has a least a basic understanding of SEO (Search Engine Optimization), and that they implement this knowledge in their content creation.
3. Show Off Your Product or Service
Be sure to highlight the qualities that set you apart from the competition. Good ways to do this include: posting reviews and testimonials, using high quality images and videos and offering product demos.
4. Don’t Overwhelm the Viewer
Have you ever paged through a lengthy menu, and felt completely overwhelmed by the multitude of options facing you? This is a phenomenon known in marketing as “Choice Paralysis” and can cost you sales. It’s also a leading cause of buyers remorse, because the buyer really doesn’t know that they’ve selected the right product. Avoid this by limiting the options you offer, (instead of 7 levels of membership, or variations on a product, try 3 or 4), highlighting a recommended or “most popular” option to guide the visitor in the right direction.
5. Guide the Flow of Traffic
Use a pop of color, banners, arrows and even vacant areas or “white space” to highlight the path you’d ideally like the visitor to take as they navigate through your site. If you control the user’s journey through your site, you can tailor the experience they have, and really push for conversion.
6. Eye Catching Calls to Action
Giving the user an opportunity to take action is key. Calls to action need to be eye catching, well placed on your page, and highlight your primary business objectives. Choose your wording carefully, “Read more” or “Contact us” isn’t much of a sales pitch.
7. Analyze Traffic Flow
Knowing where someone loses interest and navigates away from your site is vital in order to troubleshoot the process, and hone your sites ability to channel the flow of traffic towards conversion. Google Analytics is one of several great tools that allow you to keep track of a visitors trip from page to page of your site. Be proactive, experiment a little, and make note of tricks that have worked in your market and on your audience!
8. Foster interaction
Not all sales happen during a persons first visit to your site. Potential customers will view your responsiveness before a sale as a good indicator of customer service and the level of attention they’ll receive after the sale has been made. Use social media, and the ability to leave comments on your site to make yourself more easily available, and try to be as prompt in your responses as possible.
Free Site Evaluation
Ever wonder how your site does with conversion? Thrive Internet Marketing would love to help you turn your site into a more profitable extension of your business. Whether you’re interested in simply making your current site more effective, or starting from scratch on a new website design, we’ll take the time to learn about your business and make recommendations based on your company, your industry and your target audience.
- Request a FREE site evaluation
- Call us at 817.642.9686 with any questions