The most important job of a website is to convert your visitors into customers – to have them engage with the business – so that you earn money. Since that’s the goal, you don’t want to spend a lot of money and time on visitors who have no real interest in your product/service.
This is when you need to take a critical look at your website – the website where people ask questions, sign-up and buy products you offer. After a good hard look, you can develop a conversion plan and start optimizing, testing and measuring your success. Your plan can lead to three key things:
You Brought The Traffic But Is The Website Converting Them To Paying Customers
There are all kinds of reasons potential customers don’t go through with the conversion process. You may not have a great call-to-action that speaks to them. The process of buying is taking too long and is difficult to understand. So, if you find your website is having problems “sealing the deal,” you’re just tossing money out the window and giving competitors the business.
You want to eliminate any reason for these consumers to go to your competition to meet their needs. You need the assistance of a conversion rate optimization specialist to look over the conversion process and analyze it against research that gives details about the unique needs and behavior of your target audience. If you can’t handle this yourself, as you should be spending time on other parts of your business anyway, hire experts that will improve your conversion rate.
Whether it’s a large conversion or a minute one, any difference makes a big one in your business’ bottom line.
A Look At Targeted Optimization
When it comes to target optimization, it’s about ensuring the audience you’re targeting is on your website right when you want them to be. You’re giving them the content they want and the message that will boost the return on investment (ROI). The idea is to use techniques that will reduce the bounce rate and help possible customers to travel down the sales funnel.
When you hire the services of an PPC team, they’ll learn who is coming to the website, learn how they got there, what pages they looked at and if they went through with the conversion process. You can boost your conversion rate by offering better content, layout, design and site structure and eradicating any technical issues. Some of the improvements that can be made to a site include:
Headlines – The premise of a headline is to get a reader’s attention – to motivate them into still reading and staying on the page. You want the audience to be hooked and find out what else you have to say.
Visuals – You should also capture their attention by visually and emotionally appealing to them. You want to learn more about the benefits you have to offer, so they’ll come through with the call-to-action.
Evidence – You want to provide folks with evidence of why you’re confident in your business. This evidence should include a list of benefits that support the claims made in your headline. You want to earn potential customers’/clients’ trust.
Calls To Action – A call-to-action is dependent upon two things – the page and business objective. You want to optimize elements, like a form or phone number, to get people to take action. Don’t have an overly long form for people to fill out. Don’t forget to word the call-to-action just right, so they’ll take action.
Social Proof – If people are talking about your brand, it establishes some credibility. Make sure to use testimonials, awards, recognizable badges and others to boost the validity of who you are, as well as your products and services.
Keep Measuring, Testing and Repeating – If you have no data, you’re not going to make the decisions needed to ensure success. With a PPC management company at your side, you’ll be able to use the data gathered (turned into easy-to-read reports) to come up with actions – changing content, layout or design – to get your potential customers/clients to take action. You can alter your Pay Per Click (PPC) campaign strategy to boost the ROI.
A Look At Landing Page Optimization
The first chance to make a great first impression comes in the form of your landing page. The landing page is what will reinforce the company’s position and message. Be sure you give your visitors equal balance of promotion and insightful content – to continue the steps necessary to become a paying client/customer. There are all kinds of techniques you can use for your landing pages that will instill trust with visitors and motivate them to do business with you.
A Look At Optimizing The Shopping Cart
The hardest thing for a business to get past is the loss of a sale during the checkout process. After all, you’ve done everything to bring traffic to your website – to become visitors and then customers. And, to see all that go to waste in the last stages of the sale is devastating.
The majority of companies don’t know the best ways in which to optimize their shopping cart. The idea is to provide the consumer with the knowledge that they’re making the right choice in doing business with you even after they click on the “Add to Cart” button.
It’s important you look at the site’s checkout process. Is there something missing during the process that turns potential customers off? An experienced CRO team can review the process and come up with an answer that will appeal to consumers before, during and after the sale to reduce the chances of them abandoning the shopping cart and increasing the chances of them going back to you for their needs.