You have worked hard to drive traffic to your website! You regularly update content across social media platforms and even run targeted paid search campaigns! Your website appears on the first page of a search engine when a particular keyword is searched! But all of this could be worthless if your traffic is not converting on your website.
A conversion is an action that you expect a visitor to complete when someone visits your website…providing you some form of value. It can be a sale or just filling up personal information for an enquiry. Keeping a track of number of people visiting your website, enables you to gauge how efficient your website is? It also helps you to analyse what works for you and what doesn’t or any opportunities that have not been explored yet.
The Important of Conversion Optimisation
Conversion optimisation is equally important as is generating traffic for your website. Most people are only focused on finding the number of visitors for their websites. But what they do not realise is that they fail to take advantage of opportunities when visitors reach their sites. Due to this, most people keep wondering why their websites aren’t generating enough leads or sales despite the traffic that they have been receiving.
If you want your business to succeed do not commit the same mistakes your competitors are making. You need to pay attention to how your website is converting traffic into leads or sales to ensure maximum returns. Here are some conversion optimisation strategies that you can implement to improve conversion rate of your website.[message_box title=”So the Question is what and how do you go about doing this!” color=”red”]
- Have Goals set up in Google Analytics
- Review the Funnel process to see what pages your potential customers are following to complete a Goal.
- Find the pages where your potential customers are existing.
- Try too understand why there is an exit on completing the Goal.
- Review the landing Page where your customer are first visiting to confirm this is appropriate
Optimisation of the landing page of your website can be an effective method of improving conversion rate. The landing page is the page where web users arrive at after clicking a link. This link can be from a Ads campaign you are running or from traffic from the search engines or any other place you are getting traffic.
The landing page is the first thing your site visitors would see. You need to ensure that the landing page matches their expectations. If the visitors are arriving to your website by clicking one of your ads, you need to make sure that they get what that ad has promised them.
Your Home Page Shouldn’t be Your Landing Page
A common mistake people make is having their home page as the location where they direct people to. Generally your home page is not the best location for your sales pages . You need a pages that is optimised to convert people about a specific topic that they wanting to buy on.
A landing page should be free from cluttered text which might scare the prospects away. The landing page of your website should address the needs of the visitors. You want to keep the prospect focused on what you want them to do. Eg YOUR GOAL!
An effective conversion optimisation strategy is to ensure that your web content clearly states the benefits of the products and services you are offering. At the same time, you should be careful about not bombarding visitors with too much information at the landing page which will lead to confusion only. Finally, make sure that your landing page guides the visitors towards your conversion goal.
You also need to make sure that your website looks trustworthy to the visitors. You might be running a legitimate business but you need to build that trust and confidence. Providing a safe and secure checkout process and adding customer testimonials to your website can be effective conversion optimisation strategy. Your clients speaking about what you did for them, will give a trust building impression to your visitors that how much you value your customers and their opinions.
Finally, the most important conversion optimisation strategy is to prioritise your customer’s requirements. You need to reduce the time taken or the number of clicks between your visitor and the product or service you are offering. A common rule of thumb in conversion optimisation is that your visitors should be able to get what they want within 3 clicks.
Flashy animations and graphics that take forever to download should also be avoided at any cost. As well as music that start playing when the page loads as – it may actually make people exit your page faster than a Forumla1 car. They might annoy your visitors and result in bad experience while visiting your website.
Now not all website have a shopping cart and allow you to track conversion – but you still need to track the progress of your website and this could be as simple as whenever you get a telephone enquire you ask them how did they hear about your business.