By now, most people know the most important task or your Website is getting people to take action. This is referred to as Website conversion. Website conversion depends on your industry, the type of site, and how your site is constructed. When it comes to conversion, the most overlooked, but easiest element to correct is content and most importantly, your call to action statements.
Taking the time and effort to make small tweaks on your site can translate into huge gains in gross profits. For example, in many cases a 1% increase in Website conversion can mean 150% increase in profits. To get the same improvement in profits through additional site visitors may mean increasing traffic by over 50%. Increasing Website traffic is costly, however the stakes are too high and pay off too great not to consider a continuous plan to monitor, tweak and test your Website conversion.
There are a variety of factors that affect Website conversion including, design, navigation, product photos, font style and size, Web page layout, usability and more, but the one thing that can have the biggest impact is the words you use on your site.
Words persuade, inform, evoke emotion, but regarding your Website, they are critical when it comes to converting site visits into clients. Knowing what words to use and how to use them can help attract people to your site, but more importantly words get people to take action. Your words should address your prospect’s problem, inform the site visitor of your solution and convince them that you can solve their problem.
When was the last time you asked your clients why they bought from you? Have you considered conducting research to discover the three biggest problems facing your target audience? Do you know if your prospects respond more to words that address price or quality?
If you are developing marketing content without an experienced writer you most likely have a low Website conversion rate. To improve conversion, know what your audience wants, relate, don’t assume anything, constantly test your materials and invest in a professional writer. These steps are the minimum action items you should take to improve your Website conversion.
Some additional ideas to improve Website conversion:
- Know what your clients want. In most cases people are telling prospects and clients instead of selling. Sellers usually focus on telling buyers the benefits of their product they assume they want to hear. Instead, they should be addressing the solution to the buyer's problem.
- Listen to what people are telling you. Talk to your sales staff and customer service and find out what your customers are saying. In your marketing materials use the words your target audience uses.
- Conduct research by phone or take a survey. Use the information to address your client’s needs rather than what you think they need. If you haven't done research in the last two years then you're just guessing. You may be surprised once you start conducting research.
- Make sure you know why people buy your products or services. Buyers across the board in retail, manufacturing, government, all buy to solve a problem. Find out the most common problem you solve and address that issue in your marketing.
- Use the words your target audience uses when they search the Internet to solve their problem. Address their problem in simple straight forward language and you’ll be surprise how quickly people will respond.
Once you have made text changes to your site be sure to test it. There are several testing methods but be careful when you make changes. Remember everything on your site is tied together to produce results. Once you start making changes be sure to record, test and monitor the change each step of the way.
Through research, monitoring and testing your site can increase its conversion. More people will take action which will result in greater profits.
Want to improve your Website's conversion? Get a Website Conversion Assessment.