Most agencies can design an attractive website for your company but can you quantify the cost of driving visitors to your website into actual customer conversions? I wanted to touch on a few items that are essential to the success of your online presence, elements that will help you convert traffic into sales.
It takes time and money to drive traffic to your website. Once visitors finally arrive at your homepage it is paramount that they are quickly engaged to lead them down a path to purchase, also known as “the buyer’s journey.” Keep them interested with messaging that speaks to your customer’s needs or emotions, not how awesome your business or product is.
Reduce the friction for someone filling out a form on your site by limiting the number of required fields. I see so many websites that are asking for far too much detail on the first contact. I know what you’re going to say, “My sales team needs all that information”. Integrating your CRM with the forms and progressively filling out the customer profile easily solves the problem of wanting lots of background/details up front to qualify sales leads. If you’re not currently working with a CRM to do this I would say bootstrap your additional research. If your sales team can’t figure out a company by the email address I can introduce you to our business coach and he can solve that problem for you. The bottom line: It’s better to have a contact form filled out that has a customer name and e-mail than no lead at all.
Messaging & Creative Geared Towards Customer Personas
It’s critical that the content, imagery, and functionality are laser-focused on the target audience. By understanding your customers’ needs and emotions you can increase engagement and reduce bounce rate. The images need to be genuine to the audience, which is why we suggest-whenever possible-stay away from stock photos. Would you trust a dentist that had the same photo you saw in a Prozac ad, or someone that actually photographs real patients professionally and watermarks “actual patient” on the image?
You also need to understand the level of technical sophistication of your target audience. If it’s a site for Medicare we are going to use larger fonts and buttons, coupled with a traditional navigation (most grandmas are not excited to use a hamburger nav).
Consistent Calls to Action
Evidence shows that repeating a consistent call to action can have positive effect on conversion. The CTA (Call-to-Action) shouldn’t be displayed dozens of times but each page should have 7 different ways to engage potential customers. By leading with a highlighted call to action for customers at the decision stage of their buyer’s journey and supporting it with a secondary CTA (case study, white paper, solution brief, video link) you can also engage potential customers that are in the awareness or consideration stage.
I shouldn’t have to continually mention this, but we still come across sites that are either not responsive (automatically scales for the device it’s viewed on) or have separate mobile/tablet versions of the website. To be perfectly clear, Google has spoken and they want your website to be responsive. This is due to the fact that over 50% of web searches come from a smartphone or tablet. Mobile has become so important that now your mobile rankings drive your desktop organic search results.
The best way to build trust is to show a potential customer the great experience someone had with your brand. A staggering number of users default to customer reviews and testimonials to decide whether or not to make a purchase from a new brand. Video testimonials are even better at helping to increase conversion.
Once the site is cranking along its time to start adjusting the small dials. When running an A/B test it’s important to only test one thing at a time. Don’t change both the color of a button and the messaging. Change one thing at a time, measure the response, and you will be amazed at how you can grow profits by making ongoing, data-driven enhancements.
It’s not quantum physics to design a good-looking website but it is a science to design a fluid buyer’s journey for your customers. By blending the art of design and the science of commerce, we can effectively quantify results, and make better decisions.