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The purpose of conversion optimization is to increase the percentage of visitors that you convert into customers.
The Basics of Conversion Optimization:
Even though you might have spent a good amount of time and money developing your website, it’s important to realize that no one can truly predict user behavior until a website is live. If you find that your site isn’t getting enough traffic or that your visitors are not converting to customers, you might want to go back to the drawing board and reconsider your initial design. Creating landing pages (test pages) that you can drive traffic to and A/B test is a good way to determine the best practice for conversion optimization on your site.
Compelling Content Above the Fold
Make sure that you place relevant content above the fold. Above the fold refers to the part of a webpage that is visible to the user without having to scroll down the page. This area of a webpage is crucial and important for traffic conversion. Content found in this area should capture a visitor’s attention and keep them interested enough to stay on your site. Consider including calls-to-action such as a contact form, a business phone number and any special offers or promotions you might have on this part of the page. You should also provide the user with a clearly visible option to purchase on every page of your site by including an “add to cart button” or a phone number they can call. Interesting and persuasive copy that clearly explains what you have to offer is equally important to maximizing conversions.
Minimize Distractions – Stay on Point
Avoid using anything that may distract a visitor’s attention from your goal. Placing a fancy banner ad that has no relevance to your content can be counter-productive. As a rule of thumb, the less distraction a user has to sort through in order to find what they are looking for, the less chance they will leave your website and never return.
Make Buying Easy
Visitors to your site should not have to navigate through heaps of different pages in order to make a purchase on your site. If your goal is to have the customer call, place your telephone number in a prominent location. If you want them to make a booking, highlight a booking form link or place a button that says “book now” in areas where it is easily found.
Why You Are Better
Stress the benefits of your products or services and make clear calls to actions across your website. Times are changing and the competition is fierce! Let your customers know the benefits of buying from you.
Additional Food for Thought
Many websites optimize their website content with keywords to improve their search engine rankings but spend very little time optimizing their websites for conversion.
Do your homework before making a website and always be open to change. Research and planning is the key to creating a site that meets the fundamental web design standards, is aesthetically pleasing and optimized for Search Engine Optimization (SEO). Many times a web design firm will not adequately design a website that is optimized for SEO and conversion optimization. Likewise an SEO firm may not design a website that is not as aesthetically pleasing. Design and SEO are both equally important to the success of your website. Therefore, it’s important to find a balance between the two and plan your website accordingly.
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