Conversion Strategies to Get More From Your Existing Visitors
It’s alright being able to pull traffic to your site which, as SEO Consultants we are all great at (obviously!), but that isn’t the whole story of a successful SEO campaign.
You can pull in hundreds of visitors to your site but it doesn’t mean that many (if any) actually get in touch or pick up the phone and make an enquiry or sale. This is where conversion strategies come in.
The idea is that you make (often) subtle changes to your site to make sure that you give everything the potential client needs to be able to make an enquiry and also instil trust in the buyer to increase the chances of them actually getting in touch or placing an order.
I wanted to run through a few tips to help you website convert better and ensure that people know where and how to get the information that you need.
Make sure your contact details are prominent and easily available.
Common practice would be to have your telephone number within the header across your whole site and full contact details within the footer of the site so this information is accessible on every page. Having full address details also instils trust, knowing that if anything goes wrong with their order they have a physical address to write to, instilling trust in the potential customer.
Make sure your menu is user friendly.
There is nothing worse than having a website that is difficult to navigate and having a good main menu system is key to helping the user find exactly what they are after. Link to the most important pages of your site with this menu, ordering them in order of the priority you’d give each pages when reading left to right. Always make sure it’s easy to get to your home page and contact/order page.
Link to pages within your text.
This is a typical SEO technique that we employ but also works really well as a conversion strategy, particularly for longer pages. Linking to pages within your content with the right anchor text is likely to help visitors navigate deeper into your site, stick around longer and can help entice them to pages you want them to see such as offer pages or similar sales pages.
Include a photo of yourself or someone that is happy to be a ‘face’ for your business.
Again, this comes down to trust. If someone is willing to put their face on their website it helps visitors feel that the website is genuine and that someone is personally identifiable and on hand to deal with any enquiries or problems.
From a user’s point of view, a site that doesn’t have a photo or similar device to help make the site a more ‘personal’ experience could be potentially ‘anybody’ and I’m sure you’ve heard the horror stories over the last few years with the ticket sales websites.
Include accepted payment methods on every page.
If a user knows exactly how they can pay from the outset they are more inclined to place an order, knowing that they won’t get to the end of the checkout process and find out that their card isn’t accepted and are more likely to process their order. If you process payments via your website you should also have a secure ‘padlock’ logo, which comes from a valid SSL certificate, to show users that their payment details will be encrypted during their transaction.
A good number of these points come down to trust. When the internet is a place where trust is such an issue (I’m sure you’ve heard some of the horror stories involving ticket sales websites) you need to do everything you can to help instil the trust back in the user and the authenticity of your website and encourage potential customers to get in touch or place an order online for the online marketing campaign to be a real success.