Last week we spoke about ways to improve your website so as to attract more vistors and most importantly convert them. Today we will discuss a few more important tips that will help your website and business on the journey to better conversions and sales.
Problem Solving is another major point to consider when designing your website. When people visit your website for the first time, they usually want to know what your business can do for them rather than just general information about your business. In most cases they will have a problem – either a desire for a specific product or service, or to find information to help with a query they may have. The best way to convert this type of visitor into a customer is to make sure that the first page they see provides a solution to the specific problem they have.
A lot of websites have their mission statement on the home page, and in the mission statement the businesses are often talking about themselves – about how good they are at what they do and their policies. Rather than talking about themselves, it’s good to change the approach of presenting this information so that the landing page is explaining how they can help the visitor, this makes it a more personalized mission statement catering to precisely what the visitor is looking for. A generic mission statement with the same old format is not what people are looking for. Present your mission statement in a more personalized manner so the visitor feels his questions are directly being answered.
Having the right amount of balanced content that engages the user and helps them rather than continuously bombard them with offers is more likely to lead to conversions and sales. It’s also good to understand the process by which your target market eventually becomes a customer, usually you would have visitors that have a problem and are trying to identify the solution, those who know exactly what the solution they want is, and those that are just researching and looking for further information. But being able to understand the needs of these customers at different stages in the conversion process will help to specifically target market them so as to guide them through your sales funnel and eventually become a customer.
An FAQ document is another good way to identify the problems the visitors to your website may have and give you an opportunity to engage with them and find out more about the problems they have and the solutions they need. Have not only an FAQ page, but also a contact form from which visitors can submit their queries.
Target Marketing using Search Engines:
The Google Ad Words search engine marketing service is another great tool for driving traffic and creating conversions. The most important thing to remember with Google Ad Words is to research into search trends and decide on an optimum set of keywords to target, after this it is important to set a fixed daily budget and run the Ads. After monitoring the success of Ads over a short period you can refine your daily budget and assigned cost per click.
It is also very important that your Ads point to relevant landing pages on your website and matches the expectations of the targeted customer. A generic Ad will create traffic but not necessarily lead to sales, a well optimized and refined Ad will generate traffic that is more likely to buy a product or service.
Using the negative keyword feature in Google Ad Words allows you to prevent your Ads from showing for a certain keyword or phrase searched. This helps narrow down the type of people you are targeting and can improve conversions whilst reducing unnecessary clicks and cost.
The Google Ad Words tool if managed properly is another ideal way to getting sales through your website.
Understanding your website traffic and funnelling it correctly:
People are bound to arrive at your website at different stages in the buying cycle and decision making process. Depending on which stage of the process they are at, they will all have varying requirements. That is why it is important to design your website landing page with a variety of ‘Call-to-Action’ handlers, this will initiate the visitor to act on their impulses and needs.
For instance providing users with quick access to answers for questions they may have by displaying a link on the home page or even a strategically placed ‘buy it now’ button so as to initiate the visitor into an interaction. Displaying the contact information for your business prominently will encourage visitors to contact you directly to clarify any queries they may have regarding your services. These are all forms of ‘Call to Action’ and will help potential customers with their decision making process.
It’s important to note that sales are not the only measure of success online; getting enquiries from phone calls and emails are also considered conversions too. If you have a few hundred visitors to your website but there is no easy way for them to contact you, then you won’t get as many inquiries as expected. By providing quick access to contact information and making it easy to get in touch with your business even if it’s via a simple contact form you are engaging the visitor rather than leaving them hanging. The more clicks it takes and the harder it is for the visitor to get in touch with you the less likely they are to do so – quick access and ease is vital.
Understanding exactly what visitors to your website will be looking for and providing them with exactly what they intent to see or find out is the best way to ensure that visitors are satisfied and will get in touch with you or buy a product. Buying knowing what they want, you know exactly what to provide them with and how
A simple checkout process:
One of the most important stages in the sales funnel for an e-commerce website is the shopping cart and checkout process. A shopping cart that is designed properly may result in putting off customers and result in them leaving the website, this is known as shopping cart abandonment and is a problem faced by many e-commerce sites.
There are two very important aspects that must be considered when designing a shopping cart to make it effective and improve customer response.
The first key aspect is simplicity: Reducing the number of clicks and making the checkout process a lot easier will make it more likely for customers to complete a purchase. The more clicks you have in the checkout process the more opportunities you give the customer to abandon the sale. A more complex checkout system will reduce impulse buys and keep away impatient customers, thus reducing conversions. It’s important to remember that the attention span of visitors online is very small and you must try to convert them while you have their attention.
Speak to one of our design consultants today to find out how we can help improve and revamp your website so you can get more conversions from it and watch your business prosper.