A 3-Step Crash Course to Better Website Conversions

A 3-Step Crash Course to Better Website Conversions

We see clients everyday looking at ways to land more conversions from their website and increase their leads. In fact, your website design is one of the most powerful marketing messages you can have, and failing to correctly convert visitors can have a major impact on your business.

Having a good web conversion strategy in place with the design of your website is integral to creating and converting sales leads. If you have powerful marketing messages that lead potential customers to your website, and don’t take action to convert them on the website, you have a major flaw on your site.

So what do you need to know to get more conversions? Three things: How to get the right customers to find your site, how to maximize your presence on third-party sites and how to set up calls to action that inspire a desired behavior.

1.) How Do Customers Find Your Site?

Do you know how customers are finding you? According to a study by marketing group Relenza, 97% of all consumers search for local businesses online. Are you maximizing the potential for people to find you? Getting found on the internet can be broken down into two main areas: organic search results and paid search ads.

Thinking about the goods you sell, what would a potential customer search for to find you? If the terms you think of aren’t weaved into your current site’s structure and content, it will prove harder for you to make search engines organically align your site with their search. Google has a free Keyword Planner that allows you to research keywords, giving suggestions on high volume search terms that can impact site traffic. Making a targeted list of pertinent keywords and writing them naturally into key content areas on your website tells search engines like Google that you have content that is relevant to their user’s (your customers) search.

Paid search ads are beneficial if you are targeting time-sensitive opportunities or are using paid targeting for top searches with high competition. The disadvantage of paid ads are that once your paid campaign has ended, you will not have any lasting SEO authority to keep your website as a top result, and you are essentially losing money. Another negative that paid ads can present is that some users view them as spam and skip over them altogether, however an impression has been ‘served’. Essentially, this equates to paying to be ignored online; not exactly ideal for your business.

2.) How Do You Take Advantage of Social Media?

Once you’ve mastered the keywords used in your website, take a look at your loyal customer’s online behavior. Do they frequent Facebook or Twitter more? Do they leave reviews on Yelp, or maybe UrbanSpoon or Angie’s List? It’s important to know where your customers go and to have a resourceful presence on those platforms, and making sure your business information is up-to-date is key.

For the standard social media sites, such as Twitter, Instagram and Facebook, having an active presence that regularly engages users in a two-way form of communication will increase your authority and brand loyalty. Are you finding more of your audience is on Facebook than Twitter? It’s natural to gravitate towards a higher activity level where your crowd is. Focusing on engagement that drives people to engage with you will allow you to create targeted strategies for leading followers on to your website.

Experiment with a few different tactics, using photos in your post, links to articles and resources on your site or questions that stimulate conversations. Finding what works best for your audience will increase your reach and interaction with customers, that will ultimately lead them to a loyalty to your products, services and company.

3.) How Do You Make Sure Calls-to-Action are Effective?

Your website is likely set up as an extension of your store or service. For some, it may be the complete identity of your brand. Getting customers to interact with your website and take it a step further to a personal connection with your business is called a conversion; it is at this step your website has completed its mission of bringing you a new customer. Creating a call-to-action (CTA) that tells your customers what you want them to do is necessary in completing this conversion.

On page conversions are a hot topic in the world of user experience, and are constantly being tested and manipulated. In fact major brands, such as Target, are known for tweaking their website regularly, sometimes on a weekly basis. In doing this, they are testing how customers feel most comfortable interacting on their site, and how they can impact sales by changing the look and position of buttons and links.

So, what’s in a call-to-action anyway? It turns out, a lot! When creating a CTA there are four areas to focus:

Placement: A CTA should go next to relevant content, in open areas that don’t have a lot of ‘noise’ around them. They should be placed in an easy-to-find spot that the eyes naturally flow to as they take in the webpage. The CTA, whether it’s a button, icon or linked text should be large enough to see from a distance, but not large enough that the main content is overshadowed.

Color: In order for your CTA to stand out, a deviance in color is necessary. It’s important to choose a color that compliments the colors of the website, or is an accent color used elsewhere on the website, but not in the content area you are targeting. This difference in color should naturally fit into the overall website design. Notice in the example below, the call to action is a button that has been styled in a light green. This is an accent color on the site so it blends in with the site as a whole, but stands out on the white space.

Style: Your CTA should blend seamlessly with the style of your website, matching page buttons, but also using a depth that acts as an invitation to click. Also if your button leads to a form, they should be stylized similarly to provide continuity between pages.

Message: The text of your CTA should be inviting, but not obtrusive. A couple words are best, and limiting to no more than 5 will present a clear, targeted message. Beginning your phrase with an action verb such as “download" or "register" conveys a clear step for your user to take. 


Conclusion

Actively converting a user from a prospect to a lead or sale is an area of your business process that can not be ignored. Leading more customers from their online activities or social platforms of choice onto your website and ultimately creating more customer interactions will have a direct impact on your business.  

Speak Creative is a full service digital agency with offices in Memphis and Nashville. In addition to web design, app development and SEO, we offer A/B Testing, Multivariate testing and have experts that can help set your website up for optimal conversion. To learn more about increasing your website conversions or learn how your site ranks, contact our team of digital marketing specialists.
Posted by Kindra Svendsen at 10:01 AM

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