Gaining traffic to your website is great. Traffic is the number of potential customers coming to your website, by increasing traffic to your website you are opening up the opportunity to boost your sales and increase your business. But traffic alone isn’t going to do much for you, if your website is uninformative, doesn’t work correctly or is unattractive, you will find that you lose a lot of that traffic very quickly. Using an analytic tool such as Google analytics, you may find that your “Bounce Rate” for your landing pages or home page is high. “Bounce Rate” indicates how many people are arriving on a page and then leaving your website completely without navigating to any other pages. This is usually a good indicator of poor conversion.
So what do you do to improve conversion rate? One of the first things you can do is to make sure your website looks clean and professional. A clean website with clearly presented information is more likely to be read and acted on by a potential customer. Having an unprofessional website will immediately turn customers away. Try experimenting with different layouts to see what works best. Remember to check your analytics to see how different changes affect your Bounce Rate.
Have a call to action! A call to action will improve your conversion rate exponentially. Pitching your sale in the website’s text is only worth doing if you then provide the customer with contact information or a form to fill out. How else will a customer know to contact you? The results of calls to action are easy to monitor by simply noting an increase in leads or enquiries. Play around with the wording of your call to action to see which phrases resonate with potential customers.
A simple but key tip: make sure that all of your text is correct, relevant, reads well and answers the question or problem that the potential customer had when they found your website. When pitching a sale, it’s generally accepted that there is a formula that leads thought and motivates people to purchase your product or service. This formula is:
Acknowledge the problem (e.g. Do you need a website?)
Address the problem (e.g. Designtec build websites!)
Boast your unique selling point (e.g. Our websites are inexpensive and easy to edit)
Call to action (e.g. Call us now on 01603 952 811 to find out more)
There should obviously be more text than the examples given, but the core of the sales pitch should look like this. Most people will find your website by searching for a phrase or key word. This phrase or key word can be the answer to a problem they have, for example, people tend to search for “plumbers in Norwich” rather than “my boiler is broken, who can help me?”. By providing the answers to these questions on your website, you are providing your customers with the solutions that they were looking for, meaning that they are more likely to use your service.