The name of the game when establishing a website is all about conversion rate. Conversion rate is the measure used to determine how many viewers of your website are doing what you want them to do according to your pre-determined parameters. For example, it may be that your objective for the website is to get viewers to register for a conference and that was the objective of creating the website. The conversion rate will measure how effectively your website achieves this goal. Obviously, the higher the conversion rate, the better your website has achieved its goals.
Bringing traffic to your site is important but the job doesn’t end here. It’s a long way to make bounces into conversions. There are numerous ways to get a better conversion rate and maximize the effectiveness of your website. Companies such as Somoto develop products that can also help you if you want to buy traffic to your site, which can sometimes be a good head start. It’s up to you to do you pros and cons.
Following are some proven methods for getting better conversion rate:
Make Your Site User Friendly
The easier a site is to navigate and the more appealing it is, the longer the Web surfer will stay. If menus are properly labeled and easy to find and use, it enhances the user experience and the longer the surfer stays, the higher the probability that they will do what you want them to do – convert. Be creative and original but don’t try to over impress with complicated designs. Your site needs to be easy to orientate around.
By “good” I mean compelling. It’s one thing to get users to your site but once there you have to keep them there. If your content is not to the point and doesn’t get them to stay, your website is a waste of time and this will be reflected in your conversion rate.
In the post Google Panda era you must think of every page as a potential “landing page”, and keep in mind the some visitors entering your site don’t land on the home page.
Enticing Headings and Sub-Headings – this is part of the Good Content. To get people to read your content you have to get them to want to read your content. Your headings and sub-headings are what stand out and lead viewers to the content. If you aren’t sure which headings to use and have a couple of options, you can use split testing. Split testing shows half you visitors’ one heading and the other half your alternative option. Take a period of time and test which option brings you better conversion rate.
Proper Use of Color
It’s all part of the same package; the content, the headings, and the color scheme. The colors must reflect the ethos and culture of the site yet be easy on the eye and readable. This also applies to the fonts used. Colors have a big effect on our subconscious, be sure to use colors that will create the right emotions for your visitors, and relate to your business.
People like pictures. Bright, clear, relevant pictures give a website a good feel and break up copious quantities of text. Remember the saying “one picture is worth a thousand words”? They were right. You don’t have a lot of time to convince your visitors to stay, if there is too much text they will get tired and leave. Infographics are a great way to combine text on photos and pass on the information quick and easy.
Nothing beats a human touch to make your offering more relevant and credible. Add some good comment and recommendations along the site. If you have photos of the clients’ using your service or product – even better, the recommendations will be more believable.
Call to Action
It all comes down to this. It’s the final, most important and most difficult hurdle prior to conversion. Make it clear and succinct. Make the process as quick and pain free as possible. Consequently, try to steer away from a registration process on an eCommerce site. Make your call to action button attractive, the use of the color red is good but don’t overdo it. Think of it as a sales attendant, you want them in the background, so you know where they are if you need them. You don’t want them to be pushy or you’ll leave the store. Same goes here, make sure your call to action button doesn’t shout out to much but is visible at all times.
All of these recommendations are complementary. Implementing them intelligently will positively affect conversion rate.
Sharon is a passionate writer who enjoys sharing her thoughts and knowledge with the world and is currently working on her own blog.