Today’s businesses use their websites to attract prospects, to communicate with them and ultimately, convert them into paying customers. A website is the company’s public face, it shapes how visitors perceive the business and how it is judged in the eyes of its prospects.
Companies tend to obsess over their website statistics, including conversions. After all, what good are lots of visitors if none of them buy anything? They focus on search engine optimization (SEO) to get visitors to their websites, and that’s a good thing because 53% of all website traffic comes from organic search. But if you’re getting page views but no buying customers, all the hard work you’ve put into your SEO isn’t paying off.
If your business is struggling to improve its conversion rate, we’ve assembled some proven, results-getting website components that will convert visitors into customers and boost your bottom line.
Your Web Design
Before a visitor reads one word of the content on your website, he or she has already formed an impression of your company, just from how it looks.
Statistics report that
- 75% of users admit to judging a company's credibility based on their website's design
- 94% of first impressions are based on the site’s design
Websites that have a pleasing design and intuitive, organized layout generate trust, which is key in gaining and retaining an audience and increasing the chances for conversion.
Which is why it’s essential to follow website design best practices. You don’t want your website to only look good. You want it to work to generate conversions.
“Keep it Simple, Stupid” is an important web design principle because simplicity helps with conversions. Simple pages, with few distractions and good use of white space, are aesthetically pleasing and limit distractions.
People can only process so much information at a time. If they see too many items on a page that require their attention, they get overwhelmed, annoyed and they click off.
What to do? Get rid of anything that isn’t absolutely necessary.
Make Good Use of the Few Seconds You Have Visitor's Attention
Your site should include the following:
- Brief, to-the-point, benefit-driven headlines on each page
- Photos*, videos, infographics and any other type of graphics that communicate your message
- Obvious call-to-action buttons
- Enticing and convincing copy with illustrations that add to the message
- Interactive content, such as audio, video, surveys
- Exit pop-ups that re-engage visitors who have lost interest and are about to leave
*Use high quality images that reinforce your message and feel personal. No meaningless and lifeless corporate images for your site.
Core Marketing Message | Value Proposition
Your Core Marketing Message (or Value Proposition) (we use Core Marketing Message at Digital MX) clearly and succinctly explains the main reason why a prospect should buy from you and not from your competitors.
It must explain how your product solves the prospect’s problems, what benefits they can expect and why you are better than your competition.
What goes into making a good Core Marketing Message?
- It’s can be read and understood in a few seconds, i.e., it’s scannable
- It communicates the specific results customer will get
- It explains how your product and/or services is different and better
- It avoids business jargon and vague, over-used words
If your site makes it difficult for visitors to figure out what you do or where to go, they’re going to lose interest and click off. A prospect who is confused can and will easily find another business whose core message is stated more clearly.
Research indicates that it takes for users to form an opinion about your website. However, pages with a clearly stated core message can hold people's attention for much longer than the average ten seconds a visitor will give to a website.
Well-written, Informative Content
Since organic search is the largest part of getting people to your website, you need high-ranking pages to attract them. The hard part is attracting the right kind of visitor. The way to do that is to focus as much as possible on the quality of the content that is being used to attract visitors.
The type of content you want should:
- Increase brand awareness
- Rank well on search engines
- Improve click-through rates
- Get social shares
- Generate leads
Your content must be focused on and directed to your target audience, the people who will benefit from what you sell.
The bottom line is that quality content produces quality traffic.
If your website is slow and takes what seems like forever to load, chances are people will leave.
- 47% of consumers expect a web page to load in 2 seconds or less
- 40% would click away, i.e., bounce, if it takes more than 3 seconds
- A 1-second delay in page response time can result in a 7% reduction in conversions
Statistics from Kissmetrics
Your website should let your visitors quickly find answers to the questions that help them make their buying decisions. They do not want to wait around – and they WILL NOT wait around -- to read a product description or go through checkout.
When your website doesn’t meet visitors’ demands for fast load speeds, it affects search rankings, even sales and conversions.
Good UX is Essential
Today’s internet-savvy consumers don’t have time to waste on any website that doesn’t deliver a problem-free, useful user experience (UX). User experience is an important factor in CRO (Conversion Rate Optimization) and SEO.
That means your page design must be concise and to the point, with well-written content that a visitor can understand within a few seconds. If your content can’t capture a visitor’s attention in the few seconds they look at your site, no other on-page optimization will make a difference.
Prospects come to your website because they have a problem. The most important thing for them to learn is, “Can this business solve my problem?”
Keeping visitors on your website is important because search engines consider “dwell time” as a factor when determining which businesses get placed in search results.
Dwell time measures the amount of time a prospect spends on your website before clicking back to the search results page. Since Google and other search engines want to provide the most useful and relevant results, they give preference to sites that capture users’ attention and then hold it when they arrive to the site from the SERP. Such sites are regarded by Google as “higher quality” because the page was useful to the searcher.
You want visitors to stay on your pages for reasons beyond good placement in search results. The longer a prospect engages with your content, the better are the chances he or she may become a convert, i.e., sign up for your newsletter, download your lead magnet or purchase what you’re selling.
To recap, if you’re putting lots of effort into SEO but are not getting the conversions you’re hoping for, you can try changing things up on your website with the suggestions presented in this article.
- Is your web designed so that it’s pleasing to look at and intuitive to navigate through?
- Is your core marketing message placed prominently so visitors can see quickly what you do and how you can solve their problems?
- Is your content well-written and informative and directed toward your ideal customers?
- Does your site load quickly?
- Does your site provide a smooth user experience?
- Does your site encourage visitors to stay?
The digital marketing experts at DigitalMX Online are available to help you with a Conversion Rate Optimization strategy if you’re not seeing the results you want. Our digital audit will point out any deficiencies in your website. We can determine if you’re keeping pace with the latest SEO tactics that will attract the right kind of visitors to your site and convert them into satisfied customers.
Contact us today to get started.