By Rebecca Davis
You’ve put hours of work into your website design, adding pictures, video and targeted search engine optimized (SEO) content. Your excitement about how website visitors will respond to your website is over powering, nearly contagious, causing everyone who knows you to believe that the website will garner you loads of success, increasingly get higher website conversion rates.
Fixing low website conversion rates
The day finally arrives. You publish your website, then wait for customer sales and inquiries, preferably sales, to come rolling in. When that doesn’t happen, you worry, questioning customers’ intellect, wondering if there’s something wrong with the market . . . or perhaps it’s the economy.
What actually might be the problem is low website conversion. You could correct this by redesigning your website, putting certain links at the tops of each page and other links at the bottom. You could also check your Google or Bing analytics, reviewing where website visitors are coming from, pages they enter and exit your website through and search words they put in search engines to find your website.
One of the first things you might find is that you simply aren’t pulling in enough website visitors to yield significant website conversion rates. As a tip, anywhere from 1 to 4 percent of the people who visit websites actually turn into paying customers. In some cases, the numbers could be lower. Therefore, if you want 100 customer conversions a week, you’d need at least 2,500 to 10,000 visitors a week.
Google and Bing will email you about issues at your website if you validate your website with them. Word Press provides this service free of charge under Tools or Settings. It takes one to two minutes, if that. You’ll learn about problems with flash, font sizes, etc. that you should fix to improve your search engine rankings and increase website conversion rates.
If you are getting a significant number of website visitors, look at pages people leave your website through. Are there broken links, missing pictures or slow downloads on the pages? If it takes more than 2 to 3 seconds for your website to load, you could lose visitors. Build your website, including your accompanying blog, for a very “impatient” customer base and you could increase conversions.
Focus on key benefits products and/or services at your website offer. Update your website, as needed, especially if it’s been around for two or more years. Place order buttons, customer testimonials and product reviews in easy to reach locations. Also, add contact information (i.e. business street address, telephone number) to your website, as this can increase customer confidence.
If you’re using marketing tools like Google Adwords, make sure the landing and main pages at your website are clear, easy to navigate. Google will grade you on the quality of your webpage. Get a low score and you’ll pay more for ads you run. Also, post shipping and contact information prominently on your website. Don’t make people have to search for this information. Furthermore, ensure that the content at your webpage is in alignment with keywords and ads you run.
Ask relatives and friends to visit your website, using different browsers. Ask them to tell you about broken links, confusing content, etc. Continue updating content at your website (blogs are great for pulling this off), market your website at social media networks, write and send press releases relative to things your business is doing (link the releases to your website URL) and offer a mobile version of your website. Oh, and ask customers to give you feedback, so you can stay aware of new ways to enhance and improve your business website.
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