Just having a great design is not the end of the job. In fact, if you browse the web for a while, you will realize the fact that there are hundreds of seemingly ‘perfect’ websites available but, the problem is, a vast majority of them are failing miserably to convert a single visitor on a regular basis.
As obvious, the purpose of a website is to make it easier for people to connect to the brand. But sadly, there are some websites that are doing just the opposite. They make it tough, if not impossible for the visitors to browse the websites properly and send an email.
What good is a website if it fails to encourage people to send you an email via the Contact Form, get subscribed to the newsletter or buy some products? No matter how many visitors your website is drawing on a regular basis, it would not matter much with an abysmal conversion rate. To make your marketing efforts get reflected in the revenue graph, you need to master the art of conversion optimization at any cost.
The growth of your business is invariably associated with the ability of your website to convince and eventually convert the visitors into customers. Failure to do so will result in the untimely demise of your business.
Now, the thing is, increasing the conversion rate of a website is not as complicated as it cracks up to be. In fact, a good designer is supposed to be aware of what encourages a visitor to perform a certain task. But sadly not all web designers are not aware of these marketing tricks. Don’t get depressed though. If you have no idea how to enhance the conversion rate of your website because here in this article, we are going to let you know the ‘secrets’ of conversion rate optimization. In case, you are finding it overwhelmingly difficult, you can contact a Pasadena based web Design Company who knows how to design and develop a conversion oriented website.
Simplifying the Buying Process
If you are an owner of an ecommerce store, you have to ensure that the visitors are not facing any kind of difficulties while trying to purchase products. By incentivizing the buying process, you will be able to convert more people. For example, some ecommerce stores tend to offer – ‘Free Shipping’ whenever a buyer makes a purchase of a certain amount. This type of incentive encourages people to make a quick buying decision in the favor of the online store.
Don’t force people to sign up while they are trying to purchase products from your store. Since an increasing number of people are browsing websites from their mobile devices, it would be tough for them to sign up because of its small screen size of the mobile devices. Therefore, there should be an option like – ‘Guest Checkout’. This will fix this issue.
Don’t confuse the visitors with too many options. It is a fact that too many options act as a deterrent rather than catalyst in the conversion path. The rule of thumb is that there should not be more than 3 options at a given time. You can confirm this rule by contacting any graphic Design Company in Los Angeles.
Call to Action
Visitors should not feel lost on a landing page. There should be specific instructions as to what you want them to do. For example, if you want them to purchase a product, the page should have a ‘Buy Now’ button. Similarly, if you want them to get subscribed to your newsletter, you need to include a pop up or Lightbox asking people to enter their email address to get subscribed.
However, you should not go too far with the concept of Call to Action because the presence of too many Call to Action buttons would only lead to confusion and the visitors will lose their concentration. This may result in lower conversion rate. Pasadena based Web Design companies are aware of this issue and which is why they are offering low cost conversion oriented design service.
Increase Trust Value
There are probably hundreds of websites available that are offering almost many of the same services. Then why on earth, should a visitor put his trust on your website? This is a valid question and you need to have an answer for that. The only way to convince the visitors that you are a leader in the domain is by adding some trust signs or seals like for example – VeriSign.
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If you have published some articles in leading journals like – NYTimes, CNN, Vice News etc, you should feature those articles/news in the landing or home pages. This will help you win the trust of the visitors. If possible, link to those articles or news from the landing or home pages.
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Have you hired someone whose profile really stands out or who is quite well known to the public? In that case, you have got a golden opportunity to promote the trustworthiness of your brand. Feature the profile of that person in the About Us section of the website to boost the confidence level of the visitors.
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By adding testimonials of your former clients, you will be able to add credibility to your website. The testimonials should be followed by the head shots of the clients to make them appear genuine.
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Another way you can make your organization appear trustworthy is by including some pictures of your employees in actions. By including some pictures of your office on the website, you will be able to make a point that your business does exist and it is a legitimate one.
Eliminate Distractions
The journey of a customer from the landing page to the Check Out page should be frictionless as much as possible. Buyers are finicky in nature and they tend to get distracted all the time. Therefore, your design should not be adding more distractions in that path as this would lead to Shopping Cart Abandonment – a term that casts terror in the hearts of the marketers.
You can start the elimination process by identifying the distractions on the web page. First try to figure out which design elements are not serving any purpose. Then start removing them but make sure that you are not making any sacrifice on the creativity front.
Focus on USP
Without having a clearly defined USP, (an acronym for Unique Selling Point), your website will not be able to seize the attention of the targeted audience. To put in layman’s words – USP is what sets your business apart from rest of the others. It can be anything like – Free Shipping, $50 Discount or A Hassle-free Return Policy.
Make sure that the USP of your organization gets maximum attention otherwise you will not see any major changes in the conversion rate of the website. USP informs and educates the audience about the benefits of buying your products or opting for the service that you are offering. Without it, people would have to spend considerable amount of time and energy to figure out the benefits of the products that you are offering. Since most people are lazy, they might think otherwise and decide to browse the websites of your competitors. So, the USP of the organization needs to get the attention that it deserves.
A/B Testing
You should not be satisfied with the existing conversion rate of your landing pages. You have to be bold and brave and start doing A/B testing. A/B testing is a process where you serve two different sets of a landing page to a group of targeted audience and then observe which version of the landing page is performing better. The design does not have to be entirely different from one another at all. Sometimes a minor change like changing the position of Call to Action texts is enough to trigger higher conversion. Based on the outcome, you will select the high performing version and this will definitely help you increase the conversion rate of the website.
So, these are some tactics that you need to implement in your marketing mix to see higher conversion rate from your website.
Distributed by PX Media
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Company Name: PX Media
Contact Person: Doug
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Phone: (626) 390-1082
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City: Pasadena
State: CA
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Website: www.pxmediainc.com
