Convert Internet Traffic into Customers
If you’ve been following along with our ABCs of Internet Marketing Success you know about establishing a presence online and driving qualified traffic to your website. With those tasks complete the real work begins: turning those visitors into buyers.
Want to see what kind of results can you expect from increasing your conversion rate? Try our WSI Website Traffic Conversion Rate Calculator (right below) to see how improving conversion—even by just a few percentage points—can dramatically increase your revenues. Combine better conversion with even more website traffic and you’ll see the kind of significant impact our Internet marketing strategies can have on your business.
Conversion is simply the process of getting your website visitors to take the desired action you’d like them to take. Whether it’s a matter of calling you, emailing you, signing up for your newsletter, watching your video, etc. – it’s all about getting your visitors to take a desired action that will turn your website visitors into buyers. Designing your website to convert your visitors into customers is critical your website’s success. We call this Conversion Architecture.
How to tell if your website is really working
So what’s your website’s conversion rate? Not sure? The ultimate conversion rate of your website is the percentage of website visitors who make a purchase. This is a statistic you should know because it’s really the most important statistic when it comes to measuring your websites marketing Return on Investment (ROI).
If you don’t know your website’s conversion rate, you’re not alone. Despite the importance of conversion, most business owners don’t have a good understanding of this important metric. A lot of business owners thought their website would improve their company’s bottom line, but have been disappointed by the lack of results they are getting from their website.
As Experienced Internet Marketing Specialists we have learned the key elements needed to unlock the full potential of your website. Measuring and continually improving your website’s conversion rate is a top priority. There are many techniques we use to do this. These include (among other techniques):
building your online credibility
delivering a positive online experience to your visitors
positioning attention getting “calls to action” where visitors will see them
Close the Credibility Gap
Unless your company brand is well know, consumers can be skittish, especially online. The slightest miscue can send visitors away from your website to your competitors. Building credibility is all about having a professional, trustworthy appearance. Even if it means paying a little more for the same product or service, consumers would rather deal with a company they feel they can trust and are comfortable with.
Even the simplest things like prominently displaying your telephone number and contact information for your business shows openness and relieves concerns consumers may have about who they may be buying from.
Another way to improve your credibility is to post testimonials and case studies from existing clients on your website. This is a great way to build trust as long as the testimonials are genuine. Savvy consumers can spot a phony. Does your company offer a guarantee? Don’t hide it! A strong guarantee can often be the tipping point that motivates your visitors to contact you.
Make Your Website Look Like a Million Bucks (without spending it)
Your website’s overall appearance – the design and layout are important factors that affect your conversion rate. Visitors won’t give you a chance if they don’t feel comfortable.
Customers Want Easy – Make it quick and convenient and they will buy.
Who likes to struggle shopping at a store that’s disorganized, shoddy looking or poorly staffed? Your online location is no different. So making your website easy to use for your visitors, and easy to find answers to their questions will increase the likelihood of them becoming customers.
When you combine better conversion with more website traffic from your target markets, you’ll see a significant impact on your business.
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