When it comes to doing business online, the most critical factor determining success or failure is not the amount of traffic you can generate. Rather, it is how you convert that traffic into paying customers. After all, all the traffic in world will be of little or no use unless you can convince those visitors to take the desired actions.
With that in mind, here are solid, actionable optimization tips which you can put into practice to improve your website’s conversion rates.
Make the Website Easy to Navigate
How your website is laid out will have a large impact on its ability to convert viewers into buyers. One of the key components which makes a critical difference between success and failure, is website navigation. Websites with simple, intuitive navigation, have been shown to exhibit a better ability to convert visitors by facilitating a positive user experience. Websites with poor navigation on the other hand, will result in users quitting a page, rather than sticking around trying to figure it out.
Place Call to Actions above the Fold
When it comes to design best practices, almost all good marketers and designers agree that your calls to action should be front and center. This means that they should be present above the fold on any page. Although there’s a trend in design to use large sliders at the top of pages, these should either include your call to action, or span two thirds of the page width allowing room for incorporating your call to action alongside it.
Design Each Page with Key Information
Next, it’s essential to remove clutter to make the path to conversion as clear as possible. By removing superfluous information, graphics and links from your web pages, you allow a clearer, more concise message to be delivered to users. This effectively improves the user experience, while minimizing the chance of confusing users and detracting from your calls-to action. Focus on delivering only the key information required, and allow users to request more detailed information when required.
Use Responsive Design
As the number of people using smartphones and tablets continues to increase, a responsive design allows websites to automatically adjust to the various screen sizes. Those companies who do not recognize this trend, run the risk of losing potential customers to competitors who do. Incorporating responsive design into your web pages also improves page quality and increases your chances of better SEO rankings by attracting more users via search engines.
Test, Test, Test
Lastly, it is imperative to run testing on your website. According to Mike Johnson, director of User Experience at The Nerdery, “Every design decision is just a hypothesis, and should be subject to continual testing and refinement.” By incorporating user testing, split testing and analytics, companies can base page refinements on hard data and track the changes of these effects. Failing to track and test is akin to firing blindly into the dark, you’re likely to miss your target.
Before you shell out a ton of cash on expensive advertising and customer acquisition initiatives, take some time to review your sales funnel and optimize your conversion rates. By improving your conversion, you’re in a better position to make the most of your existing traffic, as well as any generated in the future. Not only does this mean that you can improve your customer value, but all campaigns experience an increase in ROI, which bodes well for the bottom line.
So what do you think? Do you have any conversion tips to add? Please let us know in the comments below!