Over the years Internet marketing is rapidly changing from a mixture of voodoo and educated guesses into science. Web analysts have at their disposal more or less impressive measurement tools and tracking software. They know how to properly track visitors’ behavior with these tools. They constantly analyze and decode the results of the measurements and understand why things happen. Without tracking software web analyst may not realize how effective the website is. Or, the reasons why certain web pages have high bounce rates while others don’t.
When a web analyst measures the conversion of any web site, he, basically, differentiates this process in two ways. There are certain small conversions that should be tested and measured repeatedly and full-blown conversions. Small conversions are steps that web site visitors take on the road to full-blown conversion. They guide visitor to the final website goal and can be anything from a simple call to action, like “click here”? to something more valuable like “find out how to download our free eBook”?. When a website persuades the visitor to take the intended action like submitting the form, subscribing to newsletter or services, downloading your materials or buys some product a full-blown conversion occurs.
Most of the websites are looking for prospects who will eventually contact them over the phone, e-mail or through some online form. The visitors hold all the cards. Why? First of all, it is due to the fact that a website needs to get permission from them to obtain information and respect their privacy.
If a website does not provide visitors with some sort of explanation why they need to continue a dialog, an attempt to achieve conversion will fail. A website must have very convincing reason for visitors to get their permission to communicate with them. The percentage of people who are going to continue the dialog with the website will eventually increase its conversion rates.
One of the ways to improve conversion rates is to build the prominence of the website. It all starts with the domain name and continues throughout entire website short-term tactics and long-term strategy. Believe it or not, but Internet visitors notice that certain websites stand out from their competition. They do notice useful sites because so many of them tirelessly browse the Web in search of information. If the website manages to educate potential customers about its offer and even give them back something useful, Internet searchers will choose that web site over the rest of the pack.
In order to reach their target audience, website owners have to concentrate their efforts on site’s content, copy and design. Naturally, not by building an excessive amount of Flash applets and freaky animations. Website has to find out exactly what visitors want and provide relevant response to their needs. For example, if our visitor searches for Miami funeral homes and clicks on our ad, he should land at exactly the right place on our site, not at the home page. The majority of visitors simply will not work their way from the home page to the relevant page and attempt for conversion will fail.
All factors mentioned above are not possible without trust, due to the simple fact that a website will not sell anything if it can not gain trust. Customers need to trust site enough to part with their money. So, it certainly helps if a website is equipped with privacy policy, great SSL encryption, articles and tutorials, true testimonials of other satisfied and happy customers, who already purchased from the website. Conversion rates will increase, if website’s shipping procedure does not cause headaches for the clients, and prospects can easily find contact information and get decent support in case of emergency.
So the question arises, how to verify that all this strategy is working? Or, in other words, how to consistently improve the website conversion? You guessed it right. By measuring, testing and experimenting”
Mr. Gabriel:
I think one of the key items that you mentioned was in your second to last paragraph.
“For example, if our visitor searches for Miami funeral homes and clicks on our ad, he should land at exactly the right place on our site, not at the home page. The majority of visitors simply will not work their way from the home page to the relevant page and attempt for conversion will fail.”
So many websites that I go to make you jump through so many hoops that it is hard to find what you are actually looking for. I probably have a few sites that are the same way! But I think it is important that domainers not just throw together some craptacular site and expect people to click on the appropriate links.
The design and flow of the site are often overlooked in favor of placing more ads or SEO content or what not. sometimes going back to the basics is best.
Thanks for the great article. Can’t wait to hear more from you in the future.