Your website conversion rate is the rate at which people fulfill a certain goal that you have laid out on your website. The most common goal is a sale, and so for the sake of this article we shall assume that a sale is your end goal too.
Guest Post by Kate Funk: Getting a person to go from landing on your website to making a purchase is what may be deemed as a conversion. Here are some simple tips that you may use in order to ensure that more people convert when they get onto your website. The tips may be applied to any number of online goals if you can alter them sufficiently to suit your needs.
Target People Who Actually Want Your Stuff
Many people think that it is their online marketing that is the problem. They think that if they create a better version of their web copy that everything will slot into place and they will start converting more people. But, the sales process starts a lot sooner than that.
It is more about the people you are attracting into your website as opposed to how you are selling to them. Sure, the way you sell to them matters, but it is the fact they are on your website and how they got there that matters.
Think of it as if you had your own shop. If you were selling to young girls then you would not put heavy metal on the radio, and your sales clerk would not be an old man with a big grey beard. Nor would you hang “My Little Pony” in the window if you were trying to sell to teenage boys. In other words, it is all about who you get to come to your website and what they expect when they get there.
How are People Getting to Your Website?
You can find this out a number of ways. An easy way is to set up Google Analytics for free and let that tell you, but you can also ask people who make sales and find out how they are getting to you. Once you know that, ask yourself how much of that is your fault and how much of it is organic (for want of a better word). If most of your traffic is due to the work you have put in to getting traffic, then your low conversion rate is your fault. If the traffic is mostly organic, then it is still your fault but you are also dumb and lucky.
Start working on how you are attracting people to your website and go for more targeted groups that are willing to buy. It is time to stop thinking about traffic numbers and start thinking about how you are going to target a small segment of the population that needs your product now, or will in the near future.
Use Affiliate Advertising for Your Marketing Tests
You can run cheap and effective tests on the Google AdWords program to find out what types of keywords attract your target consumer. You can run tests on different types of adverts to see if any of them bring in traffic that then goes and buys from you. You can also look at some of the domains that your adverts have been on. Are they domains that you could possibly get a backlink from? Are there similar websites that you can get backlinks from?
Give People Three Choices Where One is Clearly Better
Now that you have started working on your traffic, you should be getting more targeted consumers visiting your website. It is now time to start influencing them, and you can start with the basics by giving them the illusion of choice.
If you did it the crude way then you would give people one or two link options when landing on your landing page, but most people will just bounce from the page. On the other hand, if you give people too many choices then they may end up leaving out of frustration (like a dog with two bones). So, you need to give them three or four link options. You already have an idea about the type of consumer that is visiting, so you should know what option they most desire.
This means that all you need to do is make one of your link options a clear winner whilst making the other three link options look a little lack-luster. Don’t go overboard with it, but give people a gentle nudge onto your marketing pages where you can really start the marketing process and really start leading them over to the conversion.