The main purpose of a business website is to be able to convince a visitor to the site to make a purchase or contact you for more information about a service that you offer. If your website is not capable of converting these visitors it could mean that you are spending thousands of dollars on online advertising and still not get a sale. The key point to help improve a websites rate of conversion is its relevance to the interests of the people visiting it, and how well the website addresses a visitor’s requirement. Below we discuss some ways to improve your website as a whole so that you can improve the conversions that you gain through it:
- Know Your Customer & Give them what they want:
If you don’t know much about your customers or what they expect to receive from your business then you won’t have a chance of keeping their attention online for more than a few seconds. The attention span of users on the internet is anyway very small, and the average time spent on a website is usually under a minute, hence you must be able to effectively communicate with them within this timespan. To have an optimal design it is very important to consider who you are designing the website for and what they will want to do on the website.
Visitors to a website are generally looking for something, they may just be in search of some information, a solution to a problem they have, or even a specific product or service – giving these visitors exactly what they are in search of will increase the likelihood of converting them into customers.
- Structure the website for them:
The core structure of a website, including the navigation system, the order of the pages, the organization of content within the pages and prominence of call to action triggers, all play an important role in how user-oriented the website is. The company’s perspective of the web page layout, categories and headings could be completely different to what the users would expect them to be. This makes it vital to understand the requirements of your website from a customer’s point of view so that you can improve the organization and user-experience of your website.
First look at the functionality and structural details of your website before looking at its aesthetics. For instance when an architect designs a building they first consider the needs of the people using the building, then they draw an outline of the building and only once the core structure is planned is the interior design looked into, the same applies to websites. It is not only important to make sure that the navigation structure is simple for the user but you must also try to decide ahead what content they will find most useful and make that prominent.
If you create a strong navigation structure and page layout then build on it with good design aesthetics you will have a more effective website that provides the customer with a great user experience.
- Talk to your customers directly and put their benefits first:
Taking a more personal approach to the way you phrase your website content can result in visitors responding to it better, which in turn can lead to conversions. For instance when talking about your company, business goals products and achievements do not phrase it in the third person, instead use personal pro-nouns like ‘you’ and ‘we’ which makes it as if you are talking to the person directly. That way it will make them more receptive of your content and reflect on the personalized service that they can expect from your business – It makes them feel like you are actually having a conversation with them.
Changing your content so that you are addressing your customers directly is not enough; you must also consider the topics you are talking about on the website. Make sure that the main focus is on the customer’s interests rather than the company’s achievements and products. Instead of phrasing the content so you are talking just about the specifications of a product or the quality of a service you must phrase it so that you outline how this product or service will benefit the customer as well as what your unique selling point is. It is definitely necessary to have the information about your company background and experience on the website, but it is recommended that it is on a separate page rather than on the landing page.
- Call – to Actions:
Calls to action (or CTA’s) are the holy grail of conversions. CTA’s are basically parts of a webpage that initiates a user to act on their interest. Buttons or text like ‘Call Us Now’, ‘Find Out More’, ‘Add to Cart’ or ‘Click here to sign up’ are all examples of call to action triggers, they try to capture a visitor and make them act on their curiosity, which puts them one step further in the conversion process and making it more likely that they will request for further information or proceed to make a purchase.
For CTA’s to work they must be placed in the right place and context on the webpage. A call-to-action placed strategically after content that is relevant to the visitor will more than likely receive clicks that will lead to conversions. Although it may seem like a good opportunity to convert a visitor every chance you get, it is very important not to overload a page with call to actions. Instead it’s better to have a dedicated page that has a single CTA relevant to the content, this way a visitor is not overwhelmed by several options.
- Contact Details:
Another essential form of call to action is getting a visitor to contact your business for more information. Including the contact details like a phone number or a ‘contact us’ button is a good secondary CTA, which will influence an undecided visitor to get in touch with you if they are not ready to proceed with a primary call to action. Being unsure is what usually makes a visitor not follow through to a sale and providing them with ways to get in touch with you will make it easier for them to clear their doubts. It is always good to include your contact details somewhere on every page.
Converting a visitor into a customer is all about providing them with exactly what they want in a simple format that is easy to navigate and use. It’s very important to be able to get into the mind set of your customers and think about how they would proceed with using your website. Simplifying navigation structures, including relevant content in an easy to read manner, having the right call to action triggers and even providing them with better value for the services you provide (like a cheaper product, or better guarantee) are all amongst the little things that help generate a conversion.