The success of your website can be broadly defined by two factors. Firstly, the total number of visitors, and secondly, those visitors whom make contact with you. The second of these factors is often referred to as the ‘website conversion rate’ and usually refers to actions such as:
It is important that you do not define a conversion too narrowly; Ideally you want your users to buy a product, but signing a user onto your newsletter may be the first step to your long term relationship. This should not be underestimated or ignored.
In this article we will be looking at 8 simple factors which can improve your conversion rate.
How do you make a decision on the best way to present your information to your potential customers? Perform your own market research – it is really that simple. Every website should have its visits recorded via a web statistics package such as Google Analytics. These statistics give you invaluable insight into how well your website is performing and how your users actually use your website. Time and again we find clients conflicting with their users over what they believe the users are most interested in. By putting trust in your users you can start focusing on the pages they are actually looking at and not the ones you think they should be.
If you want your clients to contact you then it is important that you make it as simple as possible for them. Most website visitors would expect the following from your website:
It is obvious that when a visitor lands on your site, their experience will greatly impact your ability to convert them. If your message – your content – is not communicated in a natural, easy-to-read way then your visitors will not have a very pleasant experience. Poor grammar, although not recommended, can be overlooked due to good quality content. However, poor grammar and bad content equals disaster.
You do not get a second chance to make a first impression.
When a user visits your site, you should direct them on their journey. The worst thing you could do is leave them isolated on a page without any clue of what to do next. By utilising internal links – that is linking specific phrases and keywords in your content to other related pages – you will be able to help dictate your user’s journey and direct them to your ultimate conversion page.
Typical examples of a good use of internal linking:
Your website will have many visitors whom aren’t ready to employ your services yet but are interested in them. It is important that you establish communication with these visitors so that you stay on their radar for when they are ready to use you. A regularly-updated blog and a social media presence would be a great start. In addition you might be able to offer a free asset such as a downloadable e-book, a free online webinar, or an online contest to get your visitors interested in you.
It is important that you are constantly adding fresh new contacts to your business.
Virtually every website has a contact form. It is the most common way for a visitor to contact a company while on their website. In some ways it is the most important component of the site, however most site owners do not give much attention to them. In this last section of the article we are going to look at some common contact form issues which when solved will improve your conversion rate.
Explain your process
Most businesses offer a free – but sometimes limited – no-strings-attached consultation. This is a chance for their prospective client to ask questions and experience their service. If you offer this, you should explain this to your visitor. By being clear on how you will handle their contact, whether via a telephone call or from them completing a form, you can be pre-emptive and answer any of their concerns.
It is important that you evaluate the information that you are requesting carefully. Is it overly sensitive? Are you making their life easier or yours? There are many reasons why people should be cautious when inputting personal information into a website. Taking the attitude that it is old-fashioned superstition not to trust a website is wrong. Clearly state what you will be doing with their information.
Fewer fields = greater conversion
When deciding what information you want your contact form to collect, it can be very easy to go over-the-top. Research has shown that the fewer fields your contact form has the greater its conversion rate is. Why is this? It’s because browsing the internet is a fast activity, and your visitors want to be able to get in touch with you quickly and efficiently. Collecting their full billing address and the service that they are interested in might help you, but to your user it is not essential information when all they are doing is ‘testing the waters.’
This article suggests many different areas of your website that you could focus on in order to ensure that your conversion rate is as high as possible. Of course, this is only scratching the surface, and I would strongly recommend taking a look at the suggested links on the right hand side for a more in-depth look at the different aspects of a website that I have highlighted.