If your website isn’t converting, the traffic and the potential opportunities are of no use. To know what wouldn’t have worked with your website let’s understand what your website should have to convert!
Well-designed website can translate your visitors’ numbers into bottom-line revenue for your business. There are some well-defined and time tested factors and aspects that can help convert the prospects into real customers. Let’s have an insight into some most crucial aspects that includes design, tools and format of your website that can help your website convert adding to overall revenue of your business.
How to Calculate Your Conversion Rate
In several ways we can understand conversion. For businesses it’s about purchasing via an e-store. For many others, it could be the completion of a signup form for an email subscription. You can track the conversions by defining a Goal in Google Analytic or using a back end system you’re comfortable with.
A decent conversion rate may differ from business to business. On an average, most businesses witness between 2 to 3 percent of their incoming traffic gets converted. For instance, the sale of a $20,000 of machinery would usually convert less than completing a contact form. If you’re witnessing a lower conversion rate, you’re likely facing a conversion issue.
If your conversion rate is sub-par, your website must have some important aspects that can help conversion:
Ample Opportunity for your User to Convert
Have a look at your website to determine the number of opportunities you are offering to your users to convert. If the only option you offer is a contact form, your users may want to convert but aren’t able to due to lack of more opportunities. Offer more chances to your users to convert by setting conversion buttons all over your site, especially the home page. Place them in the footer, header or side bar of every page. You can also offer a temporary pop up when a user is on your site for longer than 30 seconds. You can also send newsletter to drive targeted traffic to your website but you need to use some sort of Email Verification tool to ensure that your newsletter or emails don’t have errors otherwise all your efforts will go wasted.
Don’t Annoy Your Users
It happens you annoy your users and prompt them to leave before they can reach your conversion opportunities. If you realize your site has high bounce rate, this could be the likely problem. Better conduct user surveys, use heat maps or some other tool to analyze why and how traffic is bouncing. Do you have a faulty navigation; is it taking long for loading your website? Are your aesthetics not appealing? Are your ads or some little information are annoying? Make your users feel comfortable and at home by inviting them into your website with a welcoming and intuitive design. Right color combination and fonts can also contribute to the look and feel of your website.
Don’t Distract Users
Even if you have your contact form in several pages, if it overlaps by some other add or material, this is distracting. It has often noticed that many companies try to do too much with their website. In this effort they pack their website pages with lot of images, text, and other distracting articles. Instead of offering valuable information to their visitors, they bombard them with unnecessary stuff. This distracts the incoming visitors and prevents them from going through the conversion process. If you are doing the same, it’s time to tone down your design and focus only on what’s important – conversion process. Be specific and to the point. Avoid unnecessary boxes, ads and texts.
Offer Better Value
The value you’re offering to your customers isn’t enough. This is the reason people aren’t just giving you conversions. They expect something valuable in exchange of a conversion. In an e-commerce site, they are offering business, in exchange for a product that should worth the value of that money. If you’re asking for form submissions, offer them more valuable information in exchange. But the value you are offering in exchange isn’t worth the amount of money you are asking for. Try offering improved and exciting values and watch out the conversion rates to improve.
Target Right People
Make sure your designs, your content, and even your offerings must address to one or a small range of user demographics. Don’t try to please everybody; it is not possible. You’ll end up alienating your customers through generalities. Improper targeting can spoil any chances at earning a great conversion rate. If you’re writing for everybody or just to the wrong people, improper targeting will lead you nowhere. Understand and study your demographics through Google Analytic and delineate your designs.
Focus on these problem areas as every lost conversion is a lost sale. Take time, effort and resources to execute strategy and tools to your website and generate revenue. Don’t forget that “optimizing for conversions” is not a one-time process. It’s impossible to maximize conversion by deploying one set of long-term changes. Instead you should study your metrics to learn new preferences of your audience, and be ready to make changes to improve.