If you have a website, then you have a website for a reason. It doesn’t matter whether you are selling a product or service or just looking to get people to download a free eBook or video that you have created, you have set up the website with a certain purpose in mind. Now, as you will know, every visitor that does what you want them to on your website is known as a conversion. This means that the visitor has been converted from a visitor to a customer/downloader or whatever your website does.
Now, conversion rates on websites will vary quite a lot. However, there are a lot of different things that you can do in order to increase these conversion rates and essentially make more money or get more people to download your product. Here are a few things that you can do to ensure that people actually do what you want on your website.
Have a clear website design
Now, you might not want to go as far as a landing page for your website as you might be running an ecommerce store or a similar website so this wouldn’t really be viable. However, you can use some of the mentality of a landing page in your website. If you think about it, the design of your website is extremely important. In order for a visitor to convert into a customer on your website, they have to click the buttons that you want them to click. This is where a clever design comes in.
You want to design your website with the visitor in mind. If you want the visitor to be clicking on a certain area of the website, you might want to make that button more prominent in your website design. Now, I’m not really a fan of the big ‘CLICK HERE’ buttons that you see on websites as I believe most people can see straight through these, however, there are a few subtle ways you can direct peoples vision to certain areas of your website.
For example, colour is a great way to do this. Bold colours are more likely to attract peoples vision to that area of the website so if you want them to click the download button or the buy now button, it might make sense to ensure that it stands out on the page.
Know your customer
This is perhaps the most important thing that you can do when it comes to running a website. If you don’t know what your customer wants, then your conversion rate is going to be extremely low. Let me explain what I mean by this. Let’s say that you rank really well for the keyword ‘buy keyrings’. Let’s also say that this keyword brings in a few thousand visitors to your website every month. Now, let’s also say that your website, for whatever reason, only has 2 keyrings on offer. You are going to see a very low conversion rate as people that are searching for this are going to want a good choice of keyrings. If you had 100 keyrings, your conversion rate is going to be much higher as there will be something to suit everyone.
This goes a little deeper than this however as you also need to know what your customer is willing to pay for the product/service that you’re offering and their exact requirements. You should also know whether it is expected in your industry to offer free shipping etc and if it is, make sure that you do it.
Know your USP
Running a website is no different from running a business in many ways and you need to ensure that you have a unique selling point. In other words, what is it that makes your website better than the competition? Do you offer free shipping? Is your product of a much higher quality that everyone else’s? If so, you need to shout about it and let the customer know this.
Knowing the USP of your website and/or products will allow you to better market your website and tailor it for your customers. If you offer free shipping, make sure that your visitors know about this and make sure that they know it’s going to offer them a huge saving. If you’re offering downloadable content, make sure that they are able to download this easily and make sure that they know they are getting something very valuable for a low price, or even free.
Perhaps you have a website selling the best, handmade, designer suits that are tailored to exact requirements. You need to make sure that you understand your USP is the quality so you can attract the right customers.
Offer live support
This is something that has been around for a very long time on websites but strangely , a lot of websites don’t really utilise this. Offering live support on your website is always a great plus point as it means that you are able to instantly eliminate problems that the customer might have before they even leave your website.
Perhaps the visitor is wondering how long your product will take to be delivered and for whatever reason they couldn’t find the answer on your site. If you have a live support area, they will be able to quickly ask someone and overcome the problem. More often than not, this will lead to a conversion/sale as the customer will have no reason not to buy.
There are plenty of WordPress plug-ins and other free/low cost services out there that offer this so it is well worth looking into.
There are a million ways that you can increase conversion rates and whilst a lot of it is simple, there will be a lot of things that will be trial and error and it is a good idea to track the changes every time you implement a new change on your website.