The goal of a business website is to achieve sales. People enter business for many reasons, but sales are needed to be sustainable. Designing and maintaining a website is a huge investment, but it will earn you money if it is well-designed.
Some people consider websites as modern day salesmen. Instead of having an experienced salesman in your bricks and mortar store, your website has the job of convincing and converting customers to buy.
So how do you measure your website’s success? This is an important question to ask if you have an existing website, or if you are designing a brand new site. A successful web design is more than something pretty to look at. It could be the most powerful marketing tool you have, and it needs to function as this.
Conversion rates are important, for determining if your website is a success. These rates measure the percentage of visitors that actually make a purchase from your site.
If you have an ecommerce store, your commercial rates will be linked to people paying for items in their shopping cart. As a service provider, your conversion rates may be calculated by the number of email or telephone enquiries you have, from your website.
The exact definition of a conversion rate will be different for each business, because each makes their money differently. In all cases however, conversion rates are important because they measure the current success of your website.
If your conversion rates are low, they clearly need to be increased by implementing a conversion rate strategy. As a business owner you will want to make immediate changes to your website, to increase your overall profit. If your conversion rates are high and your website is doing well, you know to maintain your current practices.
If your goal is to improve your conversion rates, the first step is to conduct market research. All businesses should have an excellent understanding of their target market, including their needs, preferences and interests. Research this if you haven’t already, and apply your findings to your web design.
Market research can also be conducted, more specifically about your website. User testing is very insightful, and you may discover small and easy improvements. Small changes can deliver huge results.
The text on your website is responsible for convincing and converting consumers. Your website content doesn’t have to be overly salesy to be successful. It should solve your user’s problems, answer their questions, and develop trust in your business.
Low conversion rates can be improved by adding clear and descriptive text – especially on landing pages. Each paragraph should be written with the goal of selling something to your customers. And remember that images are important too – they are worth a thousand words.
Market research and user testing will help you discover the path that real customers take throughout your website. Google Analytics is excellent for learning the path of your recent users. Which pages do they land on? Which pages do they leave on? What changes can help them stay longer, and only leave after making a purchase?
Remember that not all Internet users are ready to make a purchase when they first visit a website. The Internet is often used for consumer research. Improved conversion rates will require you to think about getting first-time visitors back again. How can your business be memorable? Can you stay in touch with prospective buyers via social media or email marketing?
Humans like buying from other humans. The Internet can often be impersonal, and consumers want to know about the people behind a website. Increase their purchasing confidence by telling personal stories, about your employees and workplace culture.
Document your business’s values and beliefs, as many people want to support businesses who care. Add links to charities you support, community organisations you belong to, and the things you care about the most. Real-life storytelling builds trust.
Your website may be fantastic, but do you have a complete web presence? Many visitors will click away from your site, to Google your business name. Your Google results should show that you have an impeccable reputation. This will help your customers to feel confident in clicking back to make a purchase.
Design Point is a full-service digital agency in Melbourne. We can support you in every aspect of website design, SEO and digital marketing. This is extremely beneficial for conversion optimisation, as we have a wide range of resources to help you. Try these ideas yourself on your own website, or call us to improve your website conversion strategy today.