Turning Traffic Into Leads & Sales
Your site is probably getting new visits as you are reading this webpage. Will any of them be turning into leads? Our conversion rate optimization process will help you raise the number of visits that turn into customers.
What is Conversion Rate Optimization and Why it's So Important
Those businesses that sell products and services or offer information from their website know that web traffic is the lifeblood of any web page. 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. This often requires the services of experts in Conversion Rate Optimization.
What is Conversion
Conversion for a website is turning its visitors into paying customers. 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 Denver 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
Often times, businesses that operate websites 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. Unfortunately, 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 paying customer.
Tempering the 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 much 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.
Professional Websites that are Easy to Use
In everything that a business does through their website, it's important to ensure that it is clear, professional and easy to navigate. Black backgrounds with garish neon colors or flashing banners may seem good when the website was first designed, but in actuality, these types of websites are distracting to visitors and potential customers.
Making a website look professional is a good first impression to a person who's visiting a business's website for the first time. In addition, a professional website means a website that's easy to navigate. Cleaning up a website and making sure that the website look professional and is easy to get around is vital.
Streamlining Required Customer Information
Many times, websites will ask for basic personal information from a visitor or someone who is considering purchasing a product or service. However, websites often ask for too much information and this is somewhat off-putting to a new visitor and a new potential customer.
That's why optimization services will help to lessen the amount of information that is required from a customer. These services will make sure that the correct amount of information is inputted by the customer to help the business with processing orders and creating customer databases. However, they'll make sure that it's not so much that it turns off the visitor enough to where they go to a competitor's website for the products and services they're looking for.
Delivering a Clear Message
Lastly, as it relates to landing pages, as well as about us pages, the message must be clear. Often times, people can read about a company or they can read about particular products and services provided by the company, and be somewhat confused as to what the company is actually offering. It's a common mistake that's made, but it's one that can be rectified with a bit of scrutiny. Optimization firms will look at landing pages and at the entirety of the website to make sure that there is a unifying message. They'll also ensure that the message is relayed throughout the entire website.
As you can see, conversion is important as it improves the bottom line of the business. Most people think that, statistically speaking, the more people that visit the website, the more conversions the website will create. Unfortunately, if the website isn't especially tailored to conversion, a business can have millions of visitors and virtually no sales. Fortunately, optimization service firms can go through website point by point and determine what changes need to be made in order to optimize conversions and turn the casual visitor into a paying customer.
- We start this process by looking at what type of traffic is going to what pages on the website. It is tantamount that each web page is getting visits from the best sources. Your our home page should not get traffic from searches for all of your services or brands. It should however represent a type of service. Your product or services should have thier own landing pages to optimize. That means your visitors your will find what it is that they are looking and will be more inclined purchase a product or request a service from you.
- By reducing the amount of calls-to-action to a minimum it is more likely they will match up with the intent of the visitor had when he came to your website's landing page.
- By reducing visual distractions on your landing pages as to focus the user on the call to action that will turn them into your next potential client or customer.
- On your landing pages, it is important to make sure that the messaging is clear and phrase matches the search that would lead a visitor to the page to begin with.
Tips On Conversion Rate Optimization - The Key To More Leads And Sales
It takes hard work to optimize a website so that it has achieved a decent ranking with the search engines. Visitors are arriving at the website in record numbers. All should be good, but the expected conversions aren't happening in the numbers that were anticipated. People aren't buying the product or service, the sign-ups to the newsletter or conference are anemic or that whitepaper isn't being downloaded. The website isn't generating the high quality leads that are needed. What's needs to be done to boost the conversion rate?
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) refers to an internet marketing strategy designed to increase the percentage of website visitors that convert or take the desired action on a particular web page. It's somewhat like the strategies used in a supermarket to sell a certain product by placing it at eye level rather than on the bottom shelf. You want to make it easy for the visitor to complete the desired action. CRO encompasses many different factors and can range from simple tweaks to improve a fairly good page to a complete redesign of a web page.
What's the Average Conversion Rate?
Every industry has a different conversion rate, which is the most important benchmark to consider. For example, dating websites rank the lowest at 2.75% while finance/insurance converts the highest at an average 7.19%. Over all industries, the average AdWords conversion rate is 2.7% and the average Google Display Network conversion rate is 0.89%.
However, don't pay too much attention to averages. Your business is unique and has the potential to convert at a much higher rate. Even a website that is currently converting fairly well can always be improved. The only conversion rate that really matters is "better than the last one."
Use the Right Keywords
There are browsers and there are buyers. People searching for a specific item or service tend to search with fairly specific long tail keywords. For example, someone thinking about getting a new pair of running shoes might search on just "running shoes," but someone ready to buy right now could search on "running shoes men size 11 wide." Long tail keywords tend to be use by people motivated to take action today. These are the keywords to optimize and bid on.
Identify your target demographic
What makes a keyword the "right" keyword is that it is selected to attract a specific group of potential customers. For example, the best target demographic for HVAC businesses are baby boomers, those aged 55-64. A local business often wants location-specific keywords. Identify where the current business is coming from and other markets to expand into. Analyze the traffic data so that the website, ad copy and keywords are targeted on the best prospects.
Optimizing Landing Pages
Books have been written about optimizing landing pages to improve conversion rates. After all, that's the whole point of a landing page. One of the most critical points to keep in mind is that conversion is tightly linked to using the right keywords. The visitor arrived on the page because they typed a specific search term. If the page does not immediately appear to offer the answer they're looking for, they'll abandon the page and the lead or sale will go to a competitor.
There are many different factors that could influence conversions on a landing page, including:
- Clean, attractive design: Clutter conveys the opposite of professionalism and trustworthiness, implying a lack of concern and sloppiness. The design on all pages should remain consistent to the brand, presenting a unified experience to the visitor.
- A striking, compelling headline: Take the time to create an interesting headline that is relevant to your keyword and compels prospects to remain on the page. For example, headlines including numbers (Top 5, 3 Best) can do well.
- Clear, concise content: Communicate the offering as clearly as possible, addressing the keywords linked to that demographic or ad group.
- Identifying top sellers: Marking an item as the "Best Seller" or "Most Popular" can increase conversions.
- Eye-catching call-to-action (CTA) button: Ensure that the CTA button is attention-grabbing, uses focused text that offers a benefit (such as "Yes, I want ...) and seems "clickable."
- Placing a "click trigger" near the CTA button: Click triggers could include "free shipping," a key benefit or "money back guarantee." The intent is to increase the comfort level of the decision-maker.
- Simplified, easy to use capture form: Don't overwhelm visitors by requesting too much information. Only ask for that information that is absolutely essential.
A/B Testing is Essential
Even experts can be surprised by the results of A/B testing. Sometimes an "improved" page won't test as well as the original. Sometimes a simple change to a title or button can produce a dramatic improvement. Even pages that were producing well can experience an unexplained decline in conversions (unfortunately, that's much more common than an unexplained increase). The point is that there's no way to know what works and what doesn't without testing, a never-ending process.
It can take a lot to of work to turn traffic into sales, but improving your Conversion Rate Optimization Denver is worth the time and effort. Expert assistance can identify website problems and make the precise, targeted changes that will compel visitors to take action. The future of your business could depend upon it.