Getting people to your business website is hard work. Getting them to convert into leads, subscribers or customers is even harder. According to Nielsen Norman Group most people stay on a website less than a minute. That does not give you a lot of time to grab visitors' attention, let alone convince them to buy your product or service. The good news is that there are things that you can do to increase your website conversion rates.
Create Laser-Focused Landing Pages
Have you ever gone into a big box retail store looking for a bottle of laundry detergent only to be confronted with rows and rows of laundry soaps? It can be overwhelming. The same thing goes for your website. Your users are coming looking for something in particular, and you have to give them exactly what they want.
For example, if someone enters your site on your red shoes page, then that page must focus exclusively on red shoes. Not on red shoes and blue shoes and green shoes, etc. Just red shoes. It is tempting to think that each page provides a good opportunity for you to showcase additional items, but this kind of scattered approach creates user frustration and increases bounce rates.
Include Attention-Grabbing CTAs
CTA stands for Call to Action. It is how you get visitors to complete a desired action, such as signing up for a newsletter, completing a form for a free quote, adding an item to a shopping cart, etc. CTAs use active words such Sign Up Now, Get Started Here and Join for Free. They tell users what to do.
The words used are important, but so is the CTA's design. In general, button CTAs are more effective than simple text link CTAs because they stand out on a page. This is particularly true if they are placed in a prominent position and are a contrasting color from the background. If one CTA does not achieve the results that you want, then try another. Test for your audience. If your visitors are trendy millennials, then a little bit of snark or sass might be effective. If your users are middle-aged professionals, then a more respectful CTA might be in order.
website video is all the rage these days and for good reason. It is a simple fact that human beings respond more to pictures than they do to text. They also process video much faster than they do text. Video grabs visitors' attention and holds it in a way that mere words on the page cannot do. It lets you tell a story, draw users in and build trust.
Nearly any kind of video on to your homepage or landing pages works well. You might consider a product video, one that talks about the items and services you provide. Or a testimonial video from satisfied customers. Maybe a fun whiteboard video about your company's history. Nearly any kind of video will hold users' attention and keep them on your site longer. The longer they stay, the greater the chance that they will convert into a lead or customer.
Keep the Site Fresh
In this day and age of hacking, identity theft and other online scams, people like to know that the sites they visit are trustworthy. One simple way to convey trust is with fresh content. Sites that look stale and can make visitors wonder if anyone is minding the store. Regularly updated content, often in the form of a blog, lets users know that someone is home and tending to business. It also encourages users to keep coming back to see what is new. The more often they return, the more likely that they will buy your product or service.
The whole point of having a company website is to generate business. By creating highly focused landing pages, employing compelling CTAs, adding video and keeping the site up to date, you can make it do just that. If you need help or have questions, please contact us. Our team is standing by and looks forward to working with you.