written by Tom | Web Design
Would you like to know why some websites make a lot of money with a small amount of traffic, whereas other sites spend huge amounts of money to generate traffic, yet end up with no sales and a massive bill?
What goes wrong for most companies?
Their web design has an awful or non-existent conversion process. Conversion is the cornerstone of a successful website. A site with poor conversion is like a bucket with a hole in it. But in this case think of the water pouring through the hole as thousands of pounds worth of lost sales. (A very expensive hole.)
To make matters worse, a lot of companies in this situation will throw money at thing like SEO, Google Adwords and Facebook Advertising, in an attempt to increase sales. (Think of this as pouring more water into a leaky bucket.)
So what should these companies do?
Ideally, build a new site with a good conversion process. Or at the very least patch up the poor conversion process in their existing site.
How do you build a good conversion process?
And have a clear idea of what you want them to do.
You should have a clear measurable goal for every site visitor.
Typical goals include a visitor:
Subscribing to your blog. Making a telephone enquiry. Making an email enquiry. Or purchasing something directly from your site.
If this goal is achieved, you have a successful conversion.
Just as you have goals about the action of your site visitors. They will have their own goals they want to achieve when they visit your site. Always keep in mind the moment a site visitor thinks your site is not going to help them achieve their goal. They will leave your site. Conversion failed.
What causes a successful conversion?
Successful conversion occurs when the action you desire overlaps with the goals of one of your site’s visitors.
The better your site is at achieving this, the higher your conversion rate will be.
What does conversion rate mean?
Conversion Rate = Visitors Taking the Desired Action / Unique Visitors to your Site
Your conversion rate keeps score of how successfully your website manages to convert visitors into taking the desired action. (The higher the Conversion Rate the better.)
Here are 5 ways to improve your Conversion Rate.
(Each of these ways are in-depth topics that I will cover in detail in other blog posts.)
1. Attract more Qualified Prospects to your Site
You don’t want random visitors to your site; you want visitors who are potential buyers. If you sell cigarettes, you don’t want your visitors to be non-smokers, you want smokers.
2. Improve your Conversion Process
When a visitor comes to your site the conversion process begins. Your web design needs to allow them to easily find the information they want whilst guiding them towards the action you want them to take.
3. Have better Headlines on your Landing Pages
Whether a visitor enters your site through your homepage or a landing page the first thing they will see is your headline. If your headline catches their attention they will continue reading the page. If they continue reading they have a chance of converting. If your headline doesn’t persuade them to continue reading their chances of converting are zero.
4. Have a Clear Call to Action
Your web design needs to come with clear calls to action throughout your site. Without them visitors will be confused as to what to do and where to find the information that they want.
Let’s look at a quick example of a landing page we did for a joinery company. On the home page we gave the visitor the option of selecting Windows, Doors or Kitchens. When selected this would take them to the relevant page.
Let’s look at the conversion process in this situation. A visitor comes on to the joinery site wanting some new windows. They immediately see the windows option, click on it and are taken to the windows page. Here they are given a wealth of information about windows with the option (another call to action) to get in touch.
Compare this to a joinery site with a slideshow of their projects on the home page. What do you think will convert better?
5. Make your Site More Interesting
If your site has content that is adding value to a visitor, the content will be interesting. And they will stay on your site. If your conversion process is designed correctly this will result in your conversion rate improving. How do you make your site interesting? Provide your visitors with educational information about your products or services. (An added bonus is this will help you with SEO and number 1 of this list (attracting more qualified prospects).
The key takeaways to make sure you have a website that converts are as follows.
Make sure your web design has a conversion process built in to it. If not you have a leaky bucket and you will lose out on potential sales.
And make sure you have deep understanding of your sales process and what goes on in a buyers head every step of the way. Understand this then provide the information your visitors need at each step of the conversion process.
In future blog posts I will be going into more detail on specific ways you can improve your conversion rate.
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