Conversion rate is a metric that businesses are constantly battling. There are many ways to improve your conversion rate, but one place that most businesses start with is their website’s design. According to Magicdust, who specialize in web development Sydney and Australia wide- ‘When your website design has great content, coloring, navigation, and more, then you can improve the chance of visitors converting to customers’. There are a few evaluations you can make about your website’s design to ensure you are maximizing the conversions.
- Easy Navigation
If your navigation is difficult to follow, then people are going to become frustrated and not convert to customers. Make the navigation flow from information about the business, product and services, and contact. The navigation should be present on every page.
Ensure the easy navigation bar is accurately relative to the entire sitemap navigation. The organization of information should be comprehensive and simple.
- Website Content
Having content on your website is the first step. But to improve your conversion rates, you need to make your content more enticing and ‘activating’.
Provide all the essential information about your business so visitors can quickly understand what your business is about. Insert this information throughout your website content, but also create an About Us page with a short paragraph about the company and any other information like your mission statement.
Don’t leave your text in big blocks. People want to be able to scan your content and highlight the pieces that are most important to them. Break up your content in short sentences and bulleted lists to make it easier to comprehend quickly.
Consider adding videos to your website. One study projected that nearly 70% of all internet traffic will be videos by 2017. Videos satisfy their need for passive consumption of information while simultaneously entertaining them. Video content can also be shared with other people, giving you extra miles out of your marketing.
- Include Social Media
Your social media presence should also be ever present on your website. Adding the opportunity to follow and interact with your brand on social media gives your business extra conversion opportunities. There are three effective ways to integrate your social media channels into your website.
- Embed share widgets throughout your website and encourage users to share information from your website with their own networks.
- Integrate live social media feeds and feature them prominently on your website design. Social feeds allow you to retain user focus and feature real time updates about your company on your website.
- Add buttons to the top of every page with links to all of your social media profiles so people can easily find your official page and follow you.
- Blog Implementation
Providing a blog on your website with free industry advice and insight for interested customers is a great way to create conversions. Customers who enjoy your blog or have questions will comment to start a discussion around your brand name. Blog posts can also be shared across social channels or through email, allowing your brand name to be further amplified and increase traffic to your website (which will hopefully then convert into leads!).
To make the blog convert more, the design has to be intuitive. All of the previous blog posts need to be categorized in an easy-to-search manner so all content can be accessed. If interested readers are looking for content on your website, you don’t want to let them down with a frustrating experience. Remember how we discussed that the navigation of your sitemap should be logical and simple? This same rationale should be translated into other parts of the website.
- Customer Testimonials
Adding customer testimonials to your website shows your business’ great reputation and credibility. It is an effective and free way to show other website visitors how much previous customers enjoyed your business. Potential customers often look for online reviews to help them decide if they should buy from a certain brand. Positive reviews will help convince visitors to convert.
- Implement Strong Call to Action
Add strong call to actions throughout your website’s content so that visitors have a catalyst to take action on their road to conversion. Be sure the call to action clearly describes what, when, why, and especially how. Not only this; but make sure the call to action is relevant to the targeted consumer’s user journey. A one size fits all approach will not work with most conversion pathways, they have to be targeted to a customer’s need or a motive. These calls to action can also be used on social media or via email marketing to direct people to your website for better conversion.
These tips are essential for successfully mastering conversion marketing. Once you achieve this, your business will no doubt experience a surge in inbound, quality and qualified leads.