So many website owners these days now understand the real value of quality search engine optimization and paid search advertising in improving the exposure and profile of their online business. But what astounds me is that in all their efforts to drive quality traffic to their site, they forget to evaluate the site’s effectiveness at converting these clicks into sales and leads.
Your website is your online shop or office – and just as your would do with tangible real estate, you need to identify what elements of your business/retail environment can be enhanced to increase your ability to generate sales and enquiries. Below is a quick checklist of items to start your conversion evaluation:
These are often the first impression you will make on a new visitor. They will use your page headlines to quickly assess your web pages’ relevance to their search. You need to grab their attention and quickly establish that your website will satisfy their needs.
Copy & Text:
We’ve discussed this previously but it can never be reiterated enough. Quality copy and text is paramount. Your web pages should be written with both the search engines and customers in mind. If you’ve forgotten visit (see: Top 10 Copywriting Tips) for a refresher course. Write to persuade with keyword rich copy!
Graphics and Images:
Images and graphics are great visual additions, but unless they have some relevance and help you achieve your objectives – they can be a waste of space. Use images that get peoples attention and help you get your message across. Remember – they’re worth a 1000 words – so what are your images saying?
Calls To Action:
There a many different ways to encourage the desired behavior from your visitors when visiting your website (that’s a whole new blog article), but never assume they will act of their own accord. Use your headlines, copy and images to push them in the right direction. “buy now” – “click here for more” – “don’t miss out” etc etc…you know them. Believe it or not, they work.
Space & Layout:
Effective use of space is the most undervalued consideration in web design. You often only get one chance to convince your visitor, so get the important information above the fold in their view straight away. And cramming as much info as you can onto one page doesn’t help anybody – least of all your potential customers. “White Space” as they say, can help guide their viewing path and make your message easier to focus on!!!
Anyway, there are a few points to get you started. It’s not the definitive list, but start here and you’re moving in the right direction to make the most out of your traffic.