One of the primary focal points of an online marketing campaign is to drive more traffic to a website through practices such as search engine optimization (SEO) and pay per click advertising (PPC). However, these strategies are not valuable unless the increase in traffic results in an increase in website conversions.
It is the job of SEO and PPC analysts to direct the correct type of traffic to your website, but once users arrive at a website they still need to be convinced that its product or service is the right one for them. Just because an Internet user arrives at your site does not mean that they will automatically be converted into you client or customer.
Website conversion optimization is the practice by which your website is designed or adapted to convert a visitor into a customer or client. Every person that discovers your website via a search engine is a potential customer – they just need a nudge in the right direction.
How does conversion optimization work?
The most prominent and successful websites are designed specifically with the needs of the visitor in mind. Too many website creators neglect the needs and desires of the typical Internet user. In order for a website owner to convert a large portion of its traffic successfully, he or she must understand how and why visitors might have stumbled upon their site, and subsequently, why they might leave before being converted.
There are several aspects that need to be taken into consideration when adapting a website for increased conversions. These include a website’s usability, its intention and the constantly changing needs of Internet users.
What does conversion mean to your website?
In order to increase your website’s conversions, you must understand what the intention of both your website and your target market is. Ask yourself what you want to get from your website. Are you trying to generate leads, convert visitors into subscribers, or sell a product?
The copy on your site – particularly on your home page and landing pages – should be written in such a way that it is clear to visitors what you want them to do, and why they will benefit from using your website rather than your competitors’ sites. It is the purpose of your website’s content to encourage visitors to respond to the call to arms before they navigate away from your site.
How easy is your website to navigate?
The primary threat to conversion is site-flow disruption. If a user finds it difficult to navigate your website, or has trouble finding the information that they need, they will more often than not give up altogether and try to find the information on a different site.
The structure of your website should make it as easy as possible for a visitor to answer the call to arms: Your site’s layout should be clear and concise, with no distractions to sidetrack a user from responding to the call to arms. Moreover, visitors should have to do as little as possible to provide you with what you want. Keep data entry to a minimum to prevent users from getting bored before they reach the call to arms.
How often do you analyse and adapt your website?
Consumer trends are constantly changing and what works for your website today might not work in a few months. It is vital to analyse which of your website’s pages are constantly attracting the most conversions, and ascertain why they are more successful than other pages.
We can help to increase your website conversion rate
Purple Cow Communications can analyse your website, determine what is working and what needs to be changed, and then help you to implement these suggestions. Contact us now to find out how to increase the conversion rate of your website or to learn more about our other website optimization services.