Seven Tips to Improve Your Website Conversion


Improving website conversion is an ongoing process.  Here are seven questions that you can ask to evaluate if your website has the essential features that will ensure it is in tip top shape. Many items in the checklist seem simple, but are forgotten more times than they should be.

1.  Do website visitors know your uniqueness in 3 seconds or less?

Having short brand messaging on your home page is essential. All you have to do is answer the age-old question: Why should the website visitor do business with you? (Versus competitors or alternatives?) The messages are also know as: positioning statement, tagline, value proposition, unique selling proposition (USP), etc. Plus, ensuring that your messages include, along with your meta tags, important keywords will boost your natural search results. Finally, EVERY web page is a home page. Although most web visitors will land on your home page, many visitors will land on other web pages first. Make sure your subpages have key messaging and other essential information or functionality.

2.  Are you attracting the right traffic in the first place?

With paid advertising, both online and offline, you have some control over who comes to your website. Making sure you target your advertising efforts is key to bringing the right customers to your site. After you have brought them to your website, make sure your site functions in a way that “converts” these browsers to buyers or inquirers. Another important point is to ensure that you target your search engine optimization (SEO) efforts. Use the right keywords that coax the right people to your site. You need to understand what keywords your potential customers use to search—avoid industry buzzwords, use keyword language that makes sense to your web visitors. Also, a few of my clients heavily invested in SEO, but they were frustrated that the traffic did not convert to inquiry or sale. So, if you have a lot of natural traffic as a % of overall traffic, make sure you have the right keywords and make sure you have a site that entices qualified visitors to act.  (Note: See information about “call to action” and Google Analytics below.)

3. Does each and every web page contain a “call to action” or an extremely easy way to order or inquire?

Make it easy with a capital “E” for web visitors to buy, inquire, contact, refer, save, and sign up. You spend lots of time and money getting people to your website. Don’t make it hard for them to act. Not only should it be compelling for prospective customers and customers to act, it should be E-A-S-Y.

4. How often do you conduct surveys?

You might just be surprised why web visitors and customers are satisfied or are not satisfied with your site. You can also use surveys to give you insight beyond your website. You can find out what your customers feel about your company, products, services, pricing, service, and other non-website-related aspects of your business. These days, web-based surveys are an inexpensive, yet highly valuable, way of learning more about your customer and your business.

5. Do your offers appear on every web page?

I already knew the answer, but I asked my client anyway. “Do you have an offer?” They proudly exclaimed, “Yes! Free shipping on orders over $150!” I quickly pointed out that their offer only appeared quietly on the client’s home page. I then instructed them to change their website design to ensure that this very attractive offer appear on every web page. Remember, every web page is a “home page.”

6. Are you using Google Analytics or another website analytics program?

Do you know where your traffic is coming from? Do you know why your visitors are leaving your website without buying or inquiring? Google Analytics is free and very easy to add to your website. You will learn so much about how web visitors interact with your website. It also allows you to easily track the effectiveness of your investments in natural search engine (SEO) rankings and online advertising such as pay-per-click search engine marketing (SEM).

7.  How well does your site perform?

While doing some online shopping, I got stuck. Well, actually the site wouldn’t progress past the shipping address when i was checking out. I resorted to calling the company and phoning my order in. To add insult to injury, it wasn’t even a toll-free 800#. I will not be spreading my holiday cheer using their site next year. Do you know your site’s “up-time?” Did you know that even if your website server is available 99.9% that your website’s performance may not be at 100%? Slow page loading is one of the primary reasons people exit a website.

© Responsology (Author: Deborah Kania)

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