Dataflurry is great at obtaining traffic for their client’s websites; however, once you have that inbound traffic, the other half of the battle is converting visitors in to customers. We feel that monitoring your traffic and finding ways to improve conversions should be focused on just as much as acquiring new website visitors. What is the value of a visitor that doesn’t become a customer?
I see MANY clients that are willing to spend $1,500 per month on Search Engine Optimization but are nervous to spend $2,000 to redesign their website. This is a terrible idea, but I understand frugality often times plays a big part in business decisions. I have told many clients to not start working with me for 2 months and take the initial money they would spend with Dataflurry to redesign their website. We primarily work with legal clients as a Law Firm internet marketing company.
First off, we are going to cover several factors that play a huge part in nearly every website’s success. I believe that nearly every website out there on the web can benefit from this advice. (some information pulled from conversioncritic.com)
A: Have you prominently displayed your contact information throughout your website? A toll free phone number is best, along with an easy contact form throughout your website.
B: Is your company selling itself as unique and offering something special and of value that many of your competitors do not?
C: Does your website’s text focus on the visitor (you) and not the company (we)?
D: Does your website’s text focus more on selling the benefits vs the features?
E: Are you confident that images & video do not take away or distract your visitor from your sales message and call to action?
F: Do you have an image that shows your product & or service in action, or else depicts what the visitor will feel like after acquiring your product or service?
G: Do your images help draw your visitors to the most valuable selling points and a call to action?
H: Does the page you are optimizing to increase conversions maintain one clear focus without extra jargon?
I: Are privacy policies, return policies & customer guarantee’s prominently displayed?
J: Is the company’s logo placed in the top left corner and not overbearing.
K: Is there a strong & motivating incentive for the visitor to take action immediately?
L: Is the product or service clearly explained (either immediately – or can they easily drill down for more information?)?
M: Is the main call to action at a place where the user doesn’t need to scroll down to see it?
N: If there is copy below the fold, do you repeat the call to action prominently in case the call to action isn’t viewed before the visitor scrolled down?
O: Do you create a sense of urgency if possible?
P: Is there only one product or service featured on the page?
Q: Is the information organized to be easily taken in? Always using short paragraphs and organizing content to be easily read. Simplifying lists with bullet points. Also, are you sparingly using bold fonts, colors and exclamation points for emphasis only?
R: Is the site easy to read with a proper use of white space so that the website isn’t stressful to view?
S: Are the lengths of your lines of copy narrow to promote easier reading?
T: Are you only using underlines for links?
U: Is your copy left justified and not centered? Sporadic alignment gives a stressful appeal that raises bounce rates.
V: Does the headline sell a benefit and increase interest to continue reading? Is your message as short & compelling as possible?
W: Do your contact forms require as little contact information as possible (to ensure the chances of contact are increased)? Also, are optional fields clearly marked and as minimal as possible? Also, have you clearly labeled required character traits (ex:444-234-5678).
X: Are images and video provided in compressed methods so they don’t delay valuable load time?
Y: Have you limited navigation away from this page except to drill-down information and valuable pages to the user?
Z: Have you clearly provided credibility, trust & shown your product or service to be unique in nature? Good ways to do this is through testimonials, video testimonials, references, BBB listings and related tactics.
These on-site factors will help to ensure that your website is easy to navigate, less stressful to the user and will dramatically increase the chances of a user staying on your website and converting in to a customer.
Other intelligent ways to sell your customers is to get in to data analysis. Implementing powerful analytics software, such as Google Analytics can give you in depth information in to the mind of your website visitors. You can analyze where visitors are most often leaving your website. You can also learn about the common paths and trends that your visitors take so that you can know you are sending your visitors on the appropriate path to increase the chances of converting your visitors in to customers.
Some companies have seen major benefits in implementing heat map tools to be able to visually see where users are most often clicking. This will allow you to determine where your customers eyes are drawn, so that you can determine whether you are properly funneling your visitor’s through your website.
