It’s one thing getting potential customers to visit your site, but it’s another thing actually getting them to do what you want them to do. Usually this is buying a product or service, but it could also be signing up or engaging with you. Obviously not everyone is going to comply, but it is worth investing some time into making sure that your website’s conversion optimisation rate is as high as possible. Otherwise there’s no point in putting so much effort into getting them there in the first place, right?
There are two main areas to make sure that you get right – having the right people there in the first place, and then making sure that the website is conducive to people taking the right actions.
So, bearing these in mind, here are 8 improvements that you can undertake to make your website as effective as possible.
Get The Right Keywords – Especially if you rely heavily on search engine traffic, make sure that your keywords are used properly to ensure that the right people come to your sight. It may be that people are coming to your site expecting something different.
Be Transparent – Make your prices transparent from the go. There is nothing more off-putting than expecting one price and billed another after all of the add-ons.
Use Clear Language – Make sure that you are clear about what services you are offering so that people don’t get misled. There is a big difference between a local clothing repair service and a premium fashion boutique.
Get the Navigation Right – It’s a good idea to ask someone who isn’t associated with the business to try to navigate your website. See if they can easily find what they want and ask for their comments. This will help you to find the weak spots on your site and then fix them. Common problems are, more than one menu, or too many (or unclear) drop down categories
Get Mobile Friendly – Increasing numbers of people are using smartphones to access the internet. Make sure that your website is easy to navigate on a mobile and that it doesn’t suffer or become confusing when being viewed on a small screen.
Copy, Copy, Copy – Try to make the website copy as compelling and interesting as possible, without being too wordy. Boredom is not really conducive to making sales! Try to get the copy to reflect your personality or the personality of the brand. This will give a more consistent and professional overall view of the business. It’s also a good idea to freshen up the copy on the whole website from time to time.
Calls To Action – It is vitally important to get in calls to action as much as possible. “Buy now” or “Get in touch” buttons are perfect for this. It not only reminds potential customers what they are there for, it also makes it really easy for them to carry out the action.
Make it Look Nice – Professionalism goes a long way in business. Whilst it is beneficial to be friendly and personable, nobody wants to buy something from a Mickey Mouse outfit. Get your website looking professional and organised.
We are often so focussed on getting traffic to our websites that we forget what we will do with people when they get there. Make a few changes to ensure that your website’s conversion rate improves and this could make all the difference to your business.
Head of Marketing
The Internet Marketing Academy
(Image by danilo rizzuti at FreeDigitalPhotos.Net)