Well, get ready. Because here is how to do it.
10 ways to increase your web conversions.
Look, we all have to have a business website. It’s just the way it is. It’s like the Yellow Pages were years ago – but less expensive, and far more manageable. There are a million reasons why websites are better, but we will go into that another day…
Wouldn’t it be better for your business if you could increase your conversions by following some simple rules? Of course it would.
For the purpose of this article, we are going to call the user ‘Tom’ – users have names you know!
So read this, and see quickly where you can make
improvements that will make a difference.
Number 1
Get your layout PERFECT.
Be SO CONSISTENT throughout your website that you start to find it boring, because Tom, who doesn’t know your brand, won’t think it’s boring, he will just think that he is still on the same site – which is what you want.
Number 2
Put things like NAVIGATION where Tom would expect to see them – it’s called INTUITIVE DESIGN.
We have all become accustomed to certain website navigation tools and buttons being in certain parts of screen. Don’t make it harder for Tom by moving those things around – Tom will just get irritated, and potentially move on.
He doesn’t have a very long attention span.
There is plenty of room for website design creativity in other areas, like the imagery, the wording and the headlines.
Number 3
Get your DESIGN done professionally. Always.
A professional web designer or web marketing agency will always, always deliver a design that will help Tom understand your business in a New York minute, and engage with you.
Engagement is when someone like Tom actually connects with you – when he understands what you do, and starts to form a connection with your brand. Otherwise your website will blend into a background of ‘beige-ness’. Is that a word?
(Here’s a tip for looking at websites – squint. Back away from the screen and squint your eyes until your vision blurs slightly. The strongest elements are the ones you will still see – in all fairness, this is how most people view a website – they scan for the things that stand out the most. Don’t waste the opportunity to get your message to Tom across quickly.)
When Tom views a new website, he will form an impression
in 1/50th of a second. Yep. that fast.
Number 4
Above the fold is STILL gold.
While we are all scrolling away like madmen, there is still HUGE benefit to having your key details and message on the very first screen that Tom sees.
What would you like him to do – call you?
Would you like him to fill in a contact form and make an enquiry? What sort of information do you think that Tom would find helpful, and would help make him remember you?
If Tom has a good experience on your website, he is far more likely to return.
88% of online consumers are less likely to return to a site
after a bad experience.
Number 5
Understand Tom’s BEHAVIOUR.
If you know Tom’s unique, quirky behaviour, then you can model your content around him specifically. If Tom relates to the images, the words, the messages and the colours on your website, you can be sure that he will far more keen to know more about you. If he doesn’t, but he is actually your target audience, you will lose him, toot suite.
(Hint: Please please PLEASE try to refrain from talking about yourself and your business, rather talk about your customer. I know it’s hard, but you can do it.)
Number 6
Do what you do OFFLINE, ONLINE.
That’s a mouthful. What it means is, however you are selling to Tom in the real world of shops, offices or meeting rooms, reflect that process on your web. The two entities NEED to work together – you clearly know how to sell on a face – to – face basis, so use that knowledge in the process on your website. A lot of professional business websites exist purely for credibility purposes – as in, Tom is checking you out before he comes into the shop. So he checks you out on your website, heads on in to purchase, but your shop doesn’t look like your site – the whole vibe is different. Tom becomes, um, confused. Must have got it wrong. Out he goes.
81% of shoppers research online prior to any purchase decision.
What a lot of people that is.
Number 7
CONTENT marketing is here to stay.
There is no doubt that a lot of copy is for Mr Google, not for Tom. Having said that, if Tom thinks that your business is worth a closer look, he WILL read your stuff. And he will most likely go to the ‘About Us’ page first (so make sure you have a ‘contact us’ nice and clear there somewhere). And if Tom is like most of us these days, he will want to quickly scan over the information, gleaning just the bits he wants to see – so format the copy in a nice, legible manner. Break it up into small paragraphs, have headings and sub headings, and link content from one page to another.
Did you know that 70% of consumers learn about companies from their blogs rather than their ads? So when was the last time you wrote a blog? You can get other people to do that for you, you know… just sayin’. Like us…
Number 8
It must be MOBILE RESPONSIVE. No question.
It blows our minds how many websites are still NOT mobile responsive. Tom spends most of his time on the smartphone, and he isn’t alone. Think about it – when have you been out and about, checking out a business, and the site is just NOT readable because it isn’t mobile responsive. What are you going to do? Leave. So is Tom.
If a site isn’t mobile responsive, 79% will search for another provider.
Lost ’em.
Number 9
Make it FASTER please.
Slow loading content – we all know how annoying that is. Tom, and over 90% of the web using population, will leave sites that take over 3 seconds to load.
3 seconds.
It sounds so ridiculous, but in internet terms, that is a lifetime. Ok, not a lifetime, but we are busy people aren’t we? No time to waste!
A slow loading website will cost you sales. No question.
Number 10
Have some STRUCTURE.
How will Tom find the information he needs if he has to click through more than 2 pages? He won’t, that’s how. Really, if you spend the time organising the product hierarchy, or the content structure, you should be able to have only 2 or 3 tiers of pages. Keeping this simple is absolutely key to Tom having a positive experience on your site.
So we hope that these 10 areas have given you some clarity about your site, and if you need help bringing it up to speed, just get in touch!
