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7 Brilliant Ways to Increase Your Website Conversions
1. Why am I here?
One of my sites targets a very specific, specific niche business, self storage. However, 35% of visitors spend less than 10 seconds on the site and only visit one page before leaving. So a third of my visitors think they’ve landed on the wrong site and leave almost immediately. And that’s a great performance. Before the site was improved, over 60% of visitors left in less than 10 seconds.
What changes made more visitors stay longer? The title is critical. Mine now states exactly what the site is about. Here are bullet points that clearly show visitors how they will benefit from the storage service.
2. Am I an IA buyer or a surfer?
Visitors use hundreds, even thousands of different keywords to get to your website. The closer a visitor is to the market, the more specific their keywords become.
For example, someone thinking of buying self storage might start by searching for “self storage”. They are surfing. They want to know about their options. They may soon refine their search to “furniture storage”, before finally searching for “furniture storage in Glasgow” or wherever their location is.
A visitor searching for “furniture warehouse in Glasgow” is a buyer. The visitor who searched for “self storage” is a surfer. Who do you want?
If the purpose of your website is to get sales, you need to know and focus on the keywords that people use when they want to buy.
3. Where am I?
Internet users have the attention of a hyperactive 5-year-old with severe Attention Deficit Disorder who just had a chocolate bar, a cup of strong coffee and has 20 presents to open. You need to get their attention immediately. You do this by sending them to the most relevant page for their search.
A huge mistake many websites make is having a “one-size-fits-all” landing page for every type of customer that visits the site. It is usually the home page of the website. This may work for some visitors, but it won’t work for many and they will leave your site immediately. An opportunity lost before you had the chance.
Taking a camera example, if someone has searched for a “Canon Digital 980 IS” and lands on a digital camera homepage and then has to click on Compact Digital Cameras, then Canon Compact Digital Cameras and finally Canon Digital 980 IS you” I’ll miss them long before they get there.
If they have searched for Canon Digital 980 IS then they will be much more likely to buy if they land on the Canon Digital 980 IS details page.
Drive your market keywords to specific landing pages. These are the pages for search engine optimization.
4. Let’s talk about you, not me
Too many websites are poorly written. Instead of immediately addressing the needs and wants of their visitors, they have a “let’s talk about me” style. They fail to engage because they are written from the perspective of the owner rather than the guests. Huge turn off and huge mistake! Put yourself in your visitor’s shoes and grab their attention. Get inspired by direct response marketers, they are masters of the art.
5. How long is yours?
Web designers love small websites. Many people hate the idea of visitors having to scroll down a page. Would prefer visitors to click for more information. The problem is that with every click you lose engagement and lose visitors. The longer copy works. My conversions increased when I put more, relevant information on the page.
6. Right, I’m ready to buy.
The second your visitor is ready to buy, make sure it’s really easy for them to do so. Have your number on every page. If you have long copy, repeat it several times on each page. If they need to fill out an order form, put it on the page or link to it multiple times on each page. Keep any order forms short and just get the minimum information. The harder your visitor has to work, the more likely they are to abandon the market and leave.
7. Tests, Tests, Tests.
The simple truth is that you will never get your website right the first time. And in fact you should always be testing for improvements. Google provides a great tool called website optimization. Allows you to test 2 versions of the same page. Another version of the tool allows you to test even more options at once. Depending on your traffic volume, you’ll quickly learn which version works best. You can then start another experiment to try to beat your previous best. This way you can dramatically improve your conversions.
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