The primary purpose of every business website is to convert visitors into customers. An e-commerce site prompts visitors to make a purchase, while a hair salon might want visitors to set up an appointment. Conversion optimization, or the art of building sites that drive specific visitor behaviors, should be a part of every web design conversation. Below are a few basic steps you can take together with your web design firm to increase conversions online:
1. Identify Your Target Audience
Conduct market research and look back through past customer information to determine who your target audience is. Think about the typical customer’s age, gender, interests, and major needs or “pain points.” Then, optimize the copywriting, offers, images, and design on your site to appeal to that audience.
2. Focus On Your Call-to-Action
Is there a definite call-to-action on your current homepage? If you want customers to buy, call, or click on a certain page, you have to encourage them to do so! Give visitors a clear offer, incentive, or action to take when they arrive on your site, such as “Find Out More About Our Free Product Trial.”
3. Conduct Usability Testing
Gather a group of willing friends or trusted customers and have them conduct some usability testing on your website. Give the users a prompt, such as “Purchase product X” or “find out more about our product warranties.” Sit with the user as they try to complete the action and have them comment aloud about the process and what their frustrations are with your web design. Work with your web design firm to facilitate changes based on this feedback.
4. Look at Analytics
Using Google Analytics, you can see how long visitors remain on your site, which pages they usually “bounce” (leave for another website) from, and which pages are most engaging. Take a look at your current analytics to get a baseline measurement of your site’s performance. When you try out new design changes to improve conversions, check your analytics again to see how much of an impact the changes have had.
Conversion optimization can really impact a business’ bottom line. To learn more about how to build a website that turns visitors into customers, get in touch with the experts at Anchor Wave. We help local Tucson and national businesses with their web design and internet marketing needs. Call us today at (520) 622-3731.
