Driving traffic to your website may be one of the hardest things to do. To get potential customers through the online door, you’re usually tasked with implementing digital marketing tactics focused on SEO (getting higher rankings on search engines), social media, and landing pages just to get a bump in website visits.
But once you get visitors to your page, how do you capitalize on this new found bounty of traffic?You improve your customer's experience on your website!
To convert more website visitors into customers, you should always look to improve your customer’s experience with your website. There are countless ways to increase your conversions, but let’s take a look at a few that can have a big impact on your business.
3 Ways to Convert More Website Visitors into Customers
1. Create a Blog
Today’s customer isn’t your grandpa’s customer. In the age of technology and abundant choices, many of your customers are turning into researchers as they scour the internet to find the best products and services for their needs and budget.
However, during their research, many customers are also looking for education on the subject matter at hand. One way to capitalize on this opportunity is to create a blog for your customers. Here you can showcase videos, news articles, and industry-related reports to build a rapport with your customer and strengthen the value of your business in your customer’s buying process.
As a bonus, here are 6 Ways to Make your Blog Work Harder.
Tip: Keep the topics related to the type of industry, products, or services that your ideal customers may be looking for. If you focus too heavily on your brand, you risk coming off too “salesy” and chasing customers away.
2. Showcase Third-Party Credibility
Nothing screams value more than awards and happy customers!
When a customer or an accredited third-party company decides to share their experience with your company, it catches your customers’ attention because they have no obligation to you or your brand. Because of this, a higher perceived credibility is established and tends to help sway some customers into a purchase.
A few examples of credibility indicators that you can use on your website are:
- Yelp Reviews (which can be embedded on your site using a widget)
- Industry Recognition
- Service Awards
- Customer Testimonials
- Social Media Feed Plugins (embedded boxes that display customer Facebook or Twitter comments directly on a website)
Tip: Post these credibility indicators somewhere in the vicinity of your primary call to action. At this point in the page, your customer has read through the information you shared with them and credibility indicators are a great way to give the customer a final nudge towards conversion.
3. Optimize Your Website to Improve User Experience
User experience is very important in today’s SEO landscape. But, the benefits of a great user experience on a website carries further than the first page of Google. The path that your customers take from the homepage to the ‘Thank You’ or ‘Schedule a Consultation’ page can impact their decisions more than you think.
For example, if the conversion pathway (from the original piece of content to the 'submit' form) spanned over 10 pages, would you stay the course? Or, would you leave the site?
Chances are that you would leave because, unless you’re a highly motivated customer or the content is extraordinary, the opportunity to download an offer or reach out to a salesperson would be too long and tiresome. Make sure that you provide relevant calls-to-action throughout your website to help convert visitors into leads and customers.
Here are some other user experience-affecting page elements to consider:
Font Size and Color
Is your copy legible with the size and color it is currently in?
Clear Call to Action Buttons
Does the customer know what will happen post click and when it will happen?
Mobile-Friendly (Responsive) Design
Is your website built to be web responsive and pleasant on the screen of a mobile device?
Tip: Run (A/B) split tests to determine which changes in user experience have had an impact on your website. Once documented, you can then apply those split test takeaways throughout your website to capitalize on your findings!
For some businesses, driving traffic to your website can be a tall task. However, you should always look for ways to improve your website's performance to convert the visitors that do arrive.
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