Converting Website Visitors Into Customers: A How-To Blog Post
Most of you have a website, that’s wonderful. But how’s it working out for you; client-wise I mean? Has your site gained you any clients/leads? How about returning visitors? If so, are you satisfied with the number of leads/visitors your site has generated?
Turning a large percentage of your website visitors into customers, followers, or fans is what Conversion Optimization is called. Conversion Optimization is an important factor of the online world. Billions of websites get billions of views and visitors daily, but not many of those views and visitors generate any Return on Investment (ROI) worth mentioning.
Your Website is the Cornerstone of all your Online Marketing Efforts. The foundation and first impression of what a visitor will think of your company depends on your website. Almost every marketing effort made by businesses both online and offline direct people to your website (Business Cards, Social Networks, Billboards, ect). It is important to think of a website and give it as much worth in your mind as a storefront for your business.
You want more visitor engagement don’t you? You want visitors to be converted to active followers or clients just as much as the next guy. But you’re not sure how to come about this. So here is a short blog post about how to use Conversion Optimization. (It’s not as complicated as it sounds at all)
[fancy-heading]First Thing’s First[/fancy-heading]
The most important thing about converting visitors into customers is their first impression of your business/organization. What is the first thing that comes to mind when visitors view your website for the first time? Does your website look appealing, fresh, inviting and eye catching? Does it answer the questions on Who, What, Where, and Why on the Landing Page?
A recent study by Conversion XL says: “Out of all the factors mentioned for rejecting and/or mistrusting a website, 94% were design related. 94 percent of reasons for mistrusting or exiting a website (Aka: Your Company) were design related.”
The author of the study went on to say:
“The look and feel of the website was clearly important to the participants. Visual appeal, plus design issues relevant to site navigation appeared to exert a strong influence on people’s first impressions of the site. Poor interface design was particularly associated with rapid rejection and mistrust of a website. In cases where the participants did not like some aspect of the design the site was often not explored further than the homepage and was not considered suitable for revisiting at a later date… The main reason that websites were rapidly rejected was due to the design of the interface. Design issues affected first impressions and could lead to the mistrust of a website.”
Here’s a quick run-down on how to make sure people are blown away by their first visit to your site, in order of least difficult to most difficult to implement:
1) Direct their attention. Do you have a clear direction towards a conversion point or a call to action as soon as they come to your home page? A lot of companies, in an attempt to seem subtle and less pushy, make their conversion unobtrusive and difficult to find. Don’t. Create a call to action that is not only highly visible, but that draws attention to itself and uses plenty of cues to lead customers there. A large beautiful slider with a main button is a good example.
2) Have a beautiful design. People are attracted to beauty. This applies to websites too. If your site is too busy, too plain, too pushy, people will not trust your message, products or service. They will find someone else who has a better presentation. It’s important to have a good web design company behind you the whole way, caring for, updating and furnishing your site to make it more appealing and easier for the customer to access and browse on.
3)Eliminate roadblocks. Internet users are picky. If your site loads too slowly, they’ll leave. If your conversion process is too long, they’ll leave. If something is broken and they have to refresh multiple times, you bet they’ll leave. Use behavioral analytics (Google analytics are great) to identify where visitors are leaving and run tests to see how you can improve their experience.
4) Build a Landing Page. Visitors who come to your site through display ads have different needs and wants, and are in a different part of the sales cycle than organic visits. Treat them as a unique segment and make sure that when they land on your site, they land on a page that is built just for them. Initially, a single landing page for all non-direct/non-organic traffic will do, but eventually you’ll want to move on to something that’s more personalized.
5) Get personal. In a perfect world, every visitor to your website would immediately be greeted by a friendly salesperson and taken by the hand to exactly the information they were looking for. Since that’s not how the internet works, the next best thing is to grow your landing pages to meet the needs of targeted segments.
Start by focusing on channels, with separate pages for display, organic, paid search, and social. Then as you collect information you can begin breaking these segments down further. The more you can analyze your visitors’ behavior, the more you’ll know about what they want. The more you know about what they want, the more likely you are to turn them into a customer.
We hope that this helps you understand how you can easily turn website visitors into long-term customers. Online presence is key. Once you realize this and realize what your customers like, you can easily make choices that will benefit you and your clients.
If you need help with your online presence and would like to learn more about converting visitors into customers, you can contact us for options, quotes, ideas and more. We would be happy to help.
Thanks for taking the time to read our blog post! Leave your thoughts in the comments. We would like to know what you think!
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