You’ve put a lot of thought into your online marketing strategy: you’ve done your SEO homework and created a ton of keyword rich content for your site; you’ve captured leads through fresh content and a strong social media presence; you are doing all the right things to drive more visitors to your site, and guess what all that hard work is paying off and they’re coming. Congrats! Unfortunately all those visitors haven’t resulted in the increased conversion rates and sales you were hoping for. That’s a bummer. You can’t figure out what you’re doing wrong. We’ll tell you, you’re site is not designed to sell!
This doesn’t mean your site has to be overtly pushy, but just like a great salesman it should be well organized, fun to interact with, build a sense of confidence and trust in your business, and ultimately make it easy to take the next step to becoming a paying customer. A well designed website will increase conversion rates by connect visitors with the tools they need to make a buying decision about your product or service, and make it super easy for them to act on it.
The last thing you want is your website design to cause friction, or make it more difficult than it needs to be for visitors to find the information they need to make a buying decision. This can be caused by a lack of visual cues on the page directing users to important information, poor website navigation, confusing content titles or categories, even a poor color scheme can make things hard to read, and overly ambitious animations can actually make it hard to click through. The less friction there is on the way to becoming a customer the better and the more likely you are to increase conversion rates.
Have a lot of products, or offer many services? Maybe your visitors are feeling overwhelmed by too much information at once. Try running an A/B test and try featuring different segments of your products or services on your homepage at a time. An A/B test lets you create multiple versions of a page and load different versions for different visitors. You’ll then get feedback on which version performed better and be able to default to that page as the “winner” of your test. We’d love to help you with that.
You can also use Google Analytics to understand what steps those visitors who did convert into customers took and see what you can do to drive more people to those pages and content.
Some more things to think about:
Ok you got all that? Now, for the real question: how do you do it?
Well that’s where the experts come in. We’re happy to take a look at your site and offer our suggestions on increasing conversion rates through smart design. We can offer suggestions to make your content easier to find and promote the content that seems to be most important in helping visitors make the decision to buy.
Just joining us? Read part Top 5 Reasons to Update Your Website: 1. Functionality.
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