You’re Getting Website Traffic… Now What?
You’ve invested time and money in developing and growing your website and web presence. You’ve been attracting leads (potential customers) from your efforts on the web, as your analytics are reporting that you have rising site traffic (number of visitors). But, your sales haven’t risen at a similar pace.
Sounds like you need to develop, or change, marketing tactics that connect traffic and sales. You can do this by focusing time and energy on Conversion (converting leads or visitors into customers). A lead could be someone that contacts you through the site or responds to an ad or call to action.
Websites can be powerful Conversion tools as they drive leads and sales.
Often overlooked, a website is your first and foremost Internet Conversion tool. Website design trends are constantly evolving and can leave companies struggling to keep up or get left behind, using an outdated site. You can keep the online shopping experience fresh with these design tips.
- Create a Large Feature Area –
A large spotlight area on the home page is a space used to create incentives for customers to visit frequently and explore a store. Large visuals have a deeper impact on customers than a list of search results or even a normal product page.
- Integrate Flexible, Mobile-Friendly Technology –
The growing trend is to either have a dedicated mobile theme or site and/or develop a ‘Responsive’ design, creating sites which are responsive to the constraints of a customer’s mobile device. A dedicated mobile site presents a stripped-down version to mobile users without actually losing the underlying functionality and code. Often the meaning is adjusted to focus on things people are likely to do on a mobile device, for example adding a click to call feature at the top of the mobile theme is very popular because this makes calling easier for clients and leads. A Responsive design automatically adjusts a web site lay out for the size of the screen(s) from large multiscreen displays down to small mobile devices your web site always looks good and works well. A Responsive design can either be implemented on its own or used in conjunction with a dedicated mobile there to give users a better experience if they need to leave the mobile theme.
- Have a Clean Design and Layout –
When browsing a store, customers want to find products—not busy, distracting backgrounds. Simpler layouts, using flat design, ensure the information that matters to customers stands out.
- Use Engaging, Right-Sized Product Images –
Use images that show products in use or in their natural settings if possible. Minimize page loading times by pre-scaling images to the display resolution.
- Improve the Cart Icon –
Any shopping cart icon should be in the header of each and every page, as leading the user to checkout is the final, crucial step in closing a sale.
- Decreasing Store Page Choices–
Although our tendency is to believe that providing more customer choices increases value and improves sales, recent studies prove that this is not true. By limiting the number of choices on your store pages to four or less customers will engage more. Current research shows the optimal number of choices is two and that every choice beyond that drops your conversion rate. Beyond four choices your conversion rate often drops exponentially.
- Click-To-Call –
New technologies make it easier to implement a click-to-call button on your website pages. These newer buttons make it easy for your customers and leads to contact you. These newer solutions also allow you to better track these calls.
To be an effective Conversion tool your website also needs to be relevant – meaning that your content and tools match the keywords search engine users search on. Search engines want to return results that best match the inquiry. They provide the best results for users based on relevant, well written content.
These SEO (Search Engine Optimization) activities will promote a website:
- Keyword analysis
- On-page keyword optimization
- Inbound link campaigns
Visitors need compelling reasons to interact with you.
Once a visitor has found your website via search or social engine results, it’s vital to make sure you have powerful Conversion tools in place. First, you need to drive visitors to your Conversion tools with “calls-to-action”, which get people to act – those ‘actions’ can include:
- “Buy Now” button
- “Sign up for our Newsletter”
- “Request a Quote” button
- “Call for ____” button
- “Contact Us” button
- “Join our ____ Club”
- “Click To Call” button
- “Leave a Comment” area
- Provide ”Review” engine links
- Provide links to your Social Media accounts
Make sure your “Conversion optimization” features work. There are many tools available that allow the testing of multiple variations of the same web page and to make page adjustments to ensure that your optimizations are effective. They also provide a platform that will allow your team to easy optimize the performance of these pages.
Measuring Conversion performance
It can be challenging to gauge the value of enhancements and it can be even more difficult to attribute conversions to particular campaigns – from social networks to SEO web pages. New tools allow enable you to track many aspects of your web page to validate and improve performance. Once you have implemented your Conversion optimizations it is very important to track your performance to ensure continued success.
Here are some things you can do to track these Conversion events:
- Trackable coupon codes
- Use analytics to track behavior
- Segment users (customers) into groups: those using their mobile devices in the research process, those who purchase on a desktop or tablet site or via other distribution channels
- Integrate tracking links to Google Analytics from contact forms and social media sign ups.
The team here at Everbearing is always looking to improve our clients’ conversion rates and ways to bring them more sales via their web presence. We accomplish this in part by employing techniques that recognize and capture sales opportunities at every step in the purchase process. We have found that small improvements in Conversion activities can make a huge difference in site traffic, conversion, and sales.
Which aspects of Conversions would you like me to address in future blogs?
Leave your Conversion questions below