It’s common to focus on the number of visits to your website as a key metric, but these visits really only become valuable once the visitor converts – they buy your product or service, use an online form to request a quote, or contact you directly.
These tips will help you to improve your website conversion rate and ensure your visitors are becoming customers.
Determine the purpose of your site
It may sound like a no brainer, but make sure you reflect on specifically what you want your website to achieve. What do you want people who visit your site to do? Order a product? Engage a service? Call you? Sign up for your newsletter? Getting this clarity will allow you to create an attention-grabbing and effective site that drives the type of conversions you’re after.
Research has shown that when people arrive at a website, at least 50% of them will leave that website within 8 seconds. Given most visitors will land on your homepage, ask yourself whether it’s doing something special within this time to keep them there. First impressions count – so ensure your homepage makes it easy to understand what your business is about fast. You only have a few seconds to grab a visitor’s attention, convince them that you understand their wants and needs, and persuade them to start shopping or draw them to your ‘contact us’ page.
Optimise your site for mobile devices
More than 50% of smartphone owners use their phone as their primary internet source and more people are expected to buy tablets than laptops and desktops combined in the next couple of years. Suffice to say, if your website doesn’t have a mobile version, make it a priority to create one! Check that the mobile version of your site looks good and loads fast across a number of different devices, and keep an eye on Google Analytics to monitor mobile device use and conversions.
Minimise loading time
The average person will only wait two or three seconds for a webpage to load… and perhaps a couple of seconds longer than that if they’re viewing your site using a mobile device. Overly fancy website themes, large images, scrolling banners and plug-ins can all increase load time, so don’t go overboard. If in doubt, reflect on the purpose of your site and assess whether these components add to or distract from that goal.
Include a call to action on each page
Reflect on whether you’re actually asking the person reading your website for their business. Are your contact details prominent on each page? Are you encouraging readers to buy your product, enquire about your service or call you? Clear calls to action such as ‘add to cart’, ‘get a quote’ or ‘subscribe’ are effective ways to drive conversions.
Simplify online forms
If your website uses online forms, ensure that you are only asking visitors for essential information. If name, contact number and email address is all you need, don’t feel compelled to ask for other details. Many people abandon websites because of overly complicated or unclear forms, so make sure those on your site drive conversions rather than driving customers away.
If you’d like some help with creating a new website or improving an existing one, a professional copywriter can help. Call me on 0401 202 085 or email firstname.lastname@example.org and I can work with you to ensure your website copy is driving conversions.