Often I see clients who are caught up in the rankings and traffic trap where they can’t see the forest for the trees, the trees being rankings/traffic and the forest being the website objectives. We can get caught up looking at traffic statistics and fussing over individual keyword rankings that we can forget about putting effort into want we want website users to do. A big piece of the puzzle but an often neglected part of a solid online marketing campaign is conversion ability
A ‘conversion’ can be a sale, newsletter signup, completed contact us form or request for more information, or one of the main different possible actions you might want your site users to take. In the words of one of my favourite self-development writers Stephen Covey, “Begin with the end in mind”. Knowing is half the battle and the rest is reporting and clever design.
Why put all this effort into the conversion friendliness of your site? Simple maths. Let’s say your site receives 3000 hits per month and has a conversion rate of 2%. This equates to 60 leads. With those 60 leads you might be successful at making 20% of them satisfied customers, leaving you with 12 of these a month. Therefore, if you could double your website’s conversion rate to 4% then you could in theory increase your leads to 120 and double your monthly sales to 24!
How do I do this you say? How can I double my monthly sales from online marketing through conversion optimisation? Check out these pointers and put them into action:
- Make your content easily understood and user friendly. Put your content in subsections which concentrate on the benefits of your products/services, not the features.
- Simplify your contact/lead form. Only ask of your customers what you need from them in order to consider them a lead.
- Make smart decisions with smart data. Your website’s analytics data will offer a lot of useful data that you can leverage to improve the performance of your landing pages.
- Make good use of images when creating landing pages. The use of images on landing pages can be powerful as they attract the eye and can help keep a user on the page.
- Leverage landing pages for extended user engagement. Do you have a Facebook fan page, a blog, press releases, a newsletter or an RSS feed? Invite your users to connect with you through these mediums as they seek solutions to suit their needs.
For more information check out Christopher Wallace’s blog here.