Businesses that sell products and services or offer information from their website know that web traffic is the lifeblood of any website. Without the proper amount of traffic, a website is little more than an informational brochure. It can also be a costly brochure, as professional websites are relatively expensive to design and implement. Traffic not withstanding, the true goal of a website that offers products and services to the consumer is to create the website in such a way that encourages conversions with multiple calls-to-action. This often requires the services of experts in Conversion Rate Optimization.
What is Conversion
A "Conversion" for a website is turning a visitor into a customer. This is important because while traffic to a website is essential, as products and services will likely not be sold unless people can go somewhere and buy them, high levels of traffic without turning those people into customers isn't going to do a business much good. Fortunately, there are services that specialize in Conversion Rate Optimization that can help a website turn visitors into valued and sometimes long-term customers. The question is, how do these services achieve higher conversion rates?
Home Pages and Landing Pages
Businesses that operate a website will have a home page. These pages are where visitors that have done a web search for a given product or service find themselves when they click on a search engine link. A poorly designed website will have their searches dump all visitors to the home page.
In reality, it's better to have them sent to a landing page designed specifically for each specific product and service. This means that if the visitor to the website is looking for a specific product, clicking on the link will send them to the landing page of that product. This makes it easier for the potential customer to see exactly what they want, and it also improves the chance of converting them to a potential buyer.
Use of Call to Action Phrases
Whether it's a landing page, a homepage or anything else, call to action phrases are important. Call to action phrases can be something as simple as recommending a customer buy a particular product or service immediately. These prompts are typically found at the end of a product or service description.
The problem is that too many call to action phrases can turn off a potential customer. That's why optimization services will filter through the website and determine where these phrases are being overused and they will strategically place them to make the most impact without being overbearing.