Improving Your Site’s Conversion Rate
This is part 2 of 2 in a conversion series. The first article can be found here.
Getting tons of traffic to your site is great, if you can get those visitors to convert. That is to have them take a certain action – making a purchase or signing up for a newsletter for example. There are many ways to increase your conversion rate. Here are a few.
1. Stand out from your competitors. Creating a perceived differentiation between your site and others in your area can add value in a visitor’s mind. Look at your competitors and see what their sites don’t offer that you can. Is everything in your market highly complex? Try a simple, clean layout that is more visually appealing.
2. Be informed. In every area of your site – the graphics, the copy, the content, the layout – give your audience exactly what they are looking for. That means finding out what they want and maybe even some things they didn’t know they could have.
3. Stay relevant. Make sure your keywords take visitors to appropriate landing pages rather than just a home page. If a visitor is searching for flip-flops and they are taken to your clothing store home page they are much less likely to search through your site layout to find what they what. But, if you put them right into your flip-flop category they are already where they want to be.
4. Build their trust. If a visitor doesn’t trust your site he or she isn’t going to give you their information. Be sure that your privacy policy, encrypted protection, anything that shows you care about protecting a customer’s information is clearly displayed. Having customer testimonials and easy to find contact information helps, too.
5. Finally, don’t forget to measure and make changes based on your measurements. Try different keywords to attract visitors and see how many of them convert. If the number is low, maybe you and your target audience have different definitions of what it is you offer.
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