How to Optimize Your Website for Conversions
Landing that coveted spot on the front page of Google might mean an increase in traffic, but more traffic does not equal more sales. There are many different things you need to optimize a website for that go above and beyond search engine optimization. SEO is just the thing everyone is talking about.
In this article, we’re going to focus on how to optimize your website to increase the percentage of new traffic that fulfills a specific goal or objective.
Step One: Clearly identify the target action. (Obviously.)
It might sound a bit rude, but this step is skipped over too often. You might have a sense of what you hope for, but until the target action is clearly defined then your goals are useless.
Write it down.
“I want people to contact me” is a weak goal because it doesn’t specify how you want to be contacted. Do you prefer to communicate with prospects in person, over the phone, through email, or via chat?
It’s worth noting that your audience may prefer a different method of communication, which means you should still provide at least one alternative method of contact while highlighting the recommended option.
Step Two: Make sure all points lead somewhere useful.
Some may say that you should create a navigational path that leads to the call to action. While there is some sense behind this advice, it’s mostly bull. Never assume that you can actually control the way a reader thinks and interacts with a website. Never attempt to initiate a relationship through manipulation.
Yes, if you want visitors to go to your Contact page then link it in the text on each web page. If you want a reader to buy your book, include the link where they can buy your book. Don’t neglect the importance of a conversion funnel but don’t rely on it either. Instead…
Step Three: Make it as easy as possible for visitors to ________.
Forget the contact page… put your contact info in the website header and/or sidebar.
Better yet, include that contact form or call to action on each web page instead of making it a 2+-click process to fulfill the target action. Don’t drop the Contact page all together though, because each user has their own method of finding the information or tasks that they want to find.
Step Four: Analyze with caution.
Watch the statistical data with an objective point of view. If the numbers go up, you’re doing something right. If they go down, something is wrong. Website analytic tools provide powerful insight into conversions as a set of data…
Just don’t rely on this information to find an obvious error. Here are some things you could be doing wrong that will result in a low conversion rate that can’t be identified through an analytic tool.
- You are marketing to the wrong audience. Traffic is not interested or qualified.
- You’re not the best option available.
- Your website is not professional. It could be a generic template, outdated technology, or a sloppy design.
- Your website content is dull and lifeless. Internet users don’t have the patience for boring.
- You have made changes that no longer fit what a visitor may be expecting if they arrive to your website based on an expired marketing campaign or promotion.
Compare conversions against your bounce rate to determine if any of the above items may be hindering the value of your website.