If you’re getting plenty of traffic to your site and fewer sales or conversions than you’d like, the problem might lie in your website. The purpose of your website should be to help visitors see exactly what they want to based on what they’re searching for. If they click from a search to your site and don’t see what they need, they’ll leave.
This post will help you with your conversion rate optimization. In other words, it’ll help you turn visitors into customers.
Step Back and Take a Look
Not sure what visitors see on your site? Pretend you’re a first-time visitor and see your site through the eyes of a potential customer. Is the home page appealing? Does it draw your eye to certain parts? People take in websites in an F shaped pattern, so make sure the important information is what visitors see first.
Pay attention to both wording and imagery. If you were looking for whatever it is you sell, would your site tell you that your company sells these products? Is it clear what you offer, or do you have to dig to figure out what this company does? Your message should be dead simple on that first page.
Why Landing Pages Are Important
You should also have landing pages that focus on one thing. Why do you need landing pages? If someone searches for one of your products — especially if you offer ten products — you want them to find a link that takes them to exactly what they’re looking for, not a high-level overview of everything you sell. They don’t care about those other nine products.
If you sell ten products, you should have ten landing pages that succinctly talk about the benefits of each product and have ample photos of the product. This helps people get to where they want to be, reducing the chance that they’ll leave your site before they get there, and increasing the likelihood that they’ll buy from you.
How’s Your Usability?
You’ll see better conversion if your website is stress-free to use. Make sure it’s easy to click from one page to another, and that navigation is intuitive. Don’t clutter each page with too much information and never use flashy popups. You want to create an appealing environment where visitors spend lots of time browsing before they buy.
One website won’t appeal to all visitors equally. That’s where A/B testing comes into play. By tweaking the headlines and copy — even images — on your site, you can see which version visitors prefer based on their behaviors. Whichever version leads to the best conversion rate optimization, that’s the one you want.
Get More Feedback
Ask employees, friends, and even customers to review the changes you make after you assess your site. The more feedback you get, the better designed your site will be to increase sales.
Please attend our free webinar, “Win Customers On The First Impression” on July 23, 2013 at 1 pm Eastern to learn more about making your website a sales engine.