I have seen a large transition in the internet marketing world over the last 5 years. Back in 2003 I would take many calls every day from people asking me to get their company ranked high on search engines. As promised I would put an effective search engine optimization process together and the site would rank well. The issue I would speak mostly about even back in 2003, is that ranking high in Google isn’t going to achieve anything unless your website is conversion friendly. When I say, conversion friendly I am referring to understanding the true purpose for the website and then establish a proper sales funnel to bring your visitors through.
There is a great deal of thought behind an effectively designed website. Each company has its own set of unique goals. For most companies, however, the ultimate goal is to either generate leads or make online sales.
Here then is my list of 5 things you can do to improve website conversion.
This is an issue that I have seen time and time again online today. A website is carefully planned and scrutinized in the design phase. Content is then integrated. What about carefully selected images that complement the content that is included in the site? Using imagery effectively can contribute significantly to keeping the visitor on the site and improving the websites bounce rate.
4. Choice of Color
Color has a significant effect on behavior. Choosing the right color palette for your website is incredibly important in establishing the proper mood, and displaying your product of service in the right light. There is a great deal of information available online today with regards to color psychology. A good start learning about color psychology is from our own blog.
3. Contact Forms / Phone Number
In our own studies we have verified that by adding a phone number in the top right of every page and a small contact form of every page leads from website visitors can go up by at least 5 times. Think about it – if you present users with a phone number and an accessible form on every page you are not giving users a roadblock to contacting you. Ask a visitor to dig around looking for a phone number, and mathematically your lead count will go down. Add the number and put a small offer above your contact form and you will receive more leads.
2. Content – point form, short and to the point
Website visitors are not book readers. Most people do not want to commit to reading long pages of text — especially when you are first drawing them to your website. Remember when writing content on your site (and especially the ones that most website visitors ‘land’ on) that people want you to get to the point! Structure content in small chunks, use effective titles and provide point form notes as much as possible. Doing so will invite higher readership and a better bounce rate!
1. Call To Action
Think about the time you were at the mall and walked passed a clothing store and saw a stylish outfit on the mannequin in the front. It caught your eye and you considered going in and checking out what the store has to offer. Or what about the electronics store that says “40% off all in stock flat panel screens.” We have all been enticed in some form or another by an offer that triggered us to investigate a store further. Websites are no different! When people are searching Google for information and click on your site, they want to know right away whether your website is what they were searching for. An effectively written call to action (usually written in 8 words or less) can help improve visitor ‘time on site’ significantly. In other words; at the very top of your homepage, do everything you can do make it clear what it is that you do by using a small headline and providing visual stimulation to keep the visitor on your site.
Website traffic is a voluntary process. When someone comes to your site, remember that they can click off of it just as fast. Carefully think about why people are coming to your website and give them the opportunity to see who you are! I hope this list of very basic suggestions helps you in your quest to improve your site and the experience of your website visitors!
My own experience in internet marketing tells me that if you follow these 5 simple suggestions, you will see a marked improvement in online activity. The next step – start getting people to your website – and that is a whole other topic!