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Making labels highly legible and easy to find will ensure your visitors can find what they want
Providing calls to action will help ensure visitors don’t get lost, distracted or worse still, leave
Combining excellent navigation with clear calls to action will help you achieve business objectives
DID YOU KNOW?
The typical website will convert about 1-4% of its visitors into actual buying customers, but if your site is sitting at around 2% and you increase that to 4%, you will have doubled your turnover! You could invest a lot of money in sending thousands of visitors from Google search, Facebook and other marketing campaigns to your website, but if your website isn’t ready to convert those visits into business, it’s all a waste of time.
It’s great getting lots of visitors to your website, but once you’ve got them there, then what? Will they automatically know what to do on your site and where to find everything? Some might, many wont. CRO (Conversion Rate Optimisation) is about making sure that your site is laid out in a way so that it keeps the visitors engaged, funnels them through each step easily and with as little resistance as possible, to your ultimate goal.
Figuring out exactly what your website goals are is the first step.
What Are Your Business Goals?
Probably the most important thing to figure out before building a website is deciding why you want (need) it in the first place. Is it about making money? Is it about providing information? Maybe to get people’s feedback through a survey? Or a combination of factors?
Many websites are set up with the aim of making money somehow. If that’s the case with you, then you also need to figure out why someone would part with their money on your site: Is what you’ve got a good product or service.
When adding content to your website, always keep in mind what goals you established, what reasons there are for people buying from you or hiring you, and the objections they might have in doing so.
From that, you work our some key factors:
- Your Unique Selling Proposition (USP). This should be able to be read and understood in a space of about 5-7 seconds.
- The Benefits you offer your potential customer. This message should get across in the next 20-30 seconds or so. If you’ve hidden it in a huge wall of text, you may scare visitors away!
- The answers to the objections they have in dealing with you. It’s not necessary to actually “ask” the questions on your site. Just anticipate the questions (the common ones) and answer them. Mostly, they will be about trust.
From there, you also establish ways you can convince them further:
- By providing incentives like “free shipping”, “free bonus gift” etc. Don’t underestimate the effect enticing the visitor may have. Everyone loves something for free, it needn’t have cost you anything though, so consider your offer carefully.
- By establishing trust and credibility factors, like with testimonials, about us information, your knowledge and expertise in your field etc
Why Aren’t Your Visitors Buying?
You might be getting 1000’s of visitors to your website, but unless you can convince them to stay, they will never become customers.
Generally speaking, websites have a “bounce” rate. This is the rate at which visitors will leave in the first 5 second or so on reaching your website. Was it slow to load and they got frustrated? Did you scare them off with great walls of text on the home page that they don’t have time to read?
Engaging your visitor once they arrive is crucial. You have about 5-10 seconds to convince them to commit a further 20~30 seconds. In those 20~30 seconds you need to absolutely convince them to stay. The bounce rate of a reasonable site is probably 50% or less. Effective SEO helps lower that amount. Effective CRO helps improve it even more.
Sometimes, visitors arriving at your site don’t see what they expected to see. This could be a problem with SEO, not CRO. Either you don’t offer what they expected, based on the reason for their visit, or you didn’t make it clear that you do offer what they are looking for.
Establishing that you’re a great person to deal with, or that you have great products and services is not the whole story.
You’ll need to make sure that your goals are achieved, and if it’s selling a product, then making sure it’s really easy for a visitor to become a shopper, add a product to their cart, proceed to the checkout and pay.
There’s a combination of factors that make this easier:
- Clear Pathway (from home page to checkout)
- You answer their objections along the way
- You guide them to each new step
- You make the trip as short and simple as possible.
Effective CRO is sometimes a combination of design, layout, and word prompts. If you bought a website with a fixed design and structure, there may not be too much you can do about the pathway to your goal.