When you run a business, you expect a lot of things from your website. It needs to look good, and represent your brand well, but it also needs to generate leads and sales. Everyone wants their site to perform like Amazon, and while this is a big goal, there are some things you can do to help improve your own conversion rates.
Here are my tips on how to create an optimised, high performing website.
Conversion Trick #1 – Check the process length
It’s always a good idea to put yourself in the customer’s shoes and attempt to perform a specific site action yourself. This will let you know if the customer journey takes a few clicks or a few pages.
Your website process plays a big part in customer value. They’ve arrived at the site for a reason, how difficult will it be for them to fulfil their needs?
This leads perfectly into my second tip…
Tip #2 – Make your site easy to search and browse
Best practices mean your site should be straightforward to navigate, have a search function, and a large call-to-action button. It should be effortless for first-time customers to browse and find the information they are looking for.
A visitor will get easily frustrated if the information they want isn’t easily found, and when that happens, they will leave. That means no conversion all because your site was overly complicated or busy!
Tip #3 – Building lifetime customer value
If we want to use Amazon as a great roadmap, you may notice that they use a range of ingenious conversion rate “tricks” like recommending additional products or the 1-click shopping experience. From a retail perspective, this speaks to the benefits of remarketing.
But what if you are in an industry like mine, where that may not be applicable?
Emails to interested consumers can be a great way to offer recommendations and information based on their initial enquiry. You want to position yourself as an authority in your field, and regular contact helps to show them that, while building trust in your brand. You can make suggestions and offer a range of value-based information and messaging, which shows your customers they should stick around with you.
Best practices mean your site should be straightforward to navigate, have a search function, and a large call-to-action button.
Tip #4 – Ensuring there are no 404 Pages
This is a big one for your website. As you add, remove or change things the chances of creating a dreaded 404 page increase.
Most 404 pages provide suggestions on how the customer can possibly find what they are looking for, but in some cases, especially for those who are on the more impatient end of a web-browser, the damage is already done.
Ensure that your 404 is set-up in a way that minimises the damage to the customer journey, or even better yet, make sure you have none.
Tip #5 – Make your content count
I’ll close with the most essential tip. Content is king in the online world.
Some of the highest converting pages around make very good use of an oversized graphic combined with their call to action.
There is no excuse for poor photography or bad copy in today’s modern world, and the simple fact is that if you can get the customer’s attention, you’ll get them involved in browsing your site. That is the hardest part, and the easiest way to ensure that it happens is with great quality content.
Putting effort into your website
Your site is a very important tool, and one of your company’s most valuable assets. Combine tips above and always put the user first and you should be just fine.
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