Having a website is a must for all small businesses today. Getting targeted organic traffic to your company website is also critical, but that’s another story. In this post we will delve into the challenge of conversation optimization – that is, getting visitors from your existing website traffic to pull the trigger on your site’s call to action. After all, what good does it do if your website receives 200 unique visitors every day, but none (or very few) of them take action? Below we will talk about conversion optimization, and getting the most out of your web traffic. Essentially, conversion optimization involves keeping your traffic on your site, and converting them from leads to customers, or one-time buyers into repeat buyers. When you fail to “seal the deal,” your traffic is wasted – and that’s a shame. So, what does it take to get the most out of the traffic your website receives? Unfortunately, many marketers are under the impression that conversion optimization involves three steps:
- Tracking which pay-per-click ads get the most clicks
- Creation of clickable logos and graphics
These are actually tactics, and while important, do not make up the entirety of conversion optimization.
What conversion optimization does consist of is psychology, design, exceptional content, split testing, and web traffic analytics. The psychology part may sound intimidating, but you simply want to learn what your visitors’ most pressing needs and concerns are, and put those needs first and foremost. Put yourself in your customer’s shoes, and figure out where he/she is coming from, what would be the end-all solution to the need/problem. For website visitors, it is all about the visitor, and what solution you can offer; always remember, it is not about YOU. Now, let’s talk about the importance of content marketing in conversion optimization, and getting your traffic to take the action you desire. Today, quality content is key to success online. Every page on your website should compel your visitor to take some kind of action, but it’s often the content that gives the visitor a “push.” Your content should offer just the right balance of educating and selling. Depending on your industry, various content “types” can also help your website convert traffic to leads and customers. People like different types of content, which may include infographics, memes, videos, blog articles, press releases, case studies, etc. The more you educate, inform, and provide answers to your visitors’ most pressing questions, the more they will trust you and find your company the right place to do business! A few more tips for optimizing your website to convert traffic into buyers:
- Integrate social media. Include social sharing buttons, and respond to social media channels. Engaging is vital; you must become a “real person“ to prospective leads and clients.
- Increase conversions by including professional affiliations and customer testimonials (legitimacy, by the way, is key; you don’t want to face legal issues).
- Recommend your product or service. It’s amazing what the power of suggestion can do. Tell your visitor to take action, otherwise, you can bet no action will be taken.
- Test a few of your competition’s tactics. You cannot know if your competition’s ideas will work with your audience until you try it for yourself and analyze the results.
- Make sure your call to actions are prominently located on your pages, and that the design is modern, compelling, and appealing.
- Headlines, the content on your landing page, call to action copy, images, color schemes, themes – all of these elements can impact how your website converts traffic.
The secret to successful conversion optimization? Testing, tweaking, and testing again. About the Author: Phil Singleton is the owner of KCSeoPro.com, a full-service online marketing services company that provides organic search engine optimization and other Internet marketing services, and KCWebdesigner.com, a WordPress web development firm specializing in custom SEO-friendly websites and custom web applications. Phil is also a Duct Tape Marketing™ Certified Consultant and is a Kansas City marketing consultant at The Kansas City Marketing Agency™.