In many cases, conversion has become one of the most overlooked components of any online marketing campaign. Many people focus too heavily on sending the most number of visitors to a page, without taking the time to maximize the conversion of these visitors into sales. An insightful article on search engine land shares 6 tips to improve website conversion which I have summarized below:

Answer The Basics
Avoid the marketing hype and explain to prospects quickly and simply what your product/service can do for them. Some of visitors most common questions are:

• What does this company offer?
• What can I do on this site?
• Where can I go next?

Answering these will help to satisfy your prospects most basic questions and encourage them to explore your site further.

Make Your Text Easy To Scan
A large majority of your website readers are going to scan your text, rather than read it from top to bottom. Make it easy to scan by placing text into short paragraphs with large easy to read headlines.

Simple and Obvious Navigation
Make your site easy to navigate by using a consistent navigation structure across your whole site. Make your main navigation stand out from the rest of the page, use different colors for visited links and use a breadcrumb trail to show visitors how deep they are in your site.

Talk In Your Customers Language
After writing pages and pages of website content, it’s easy to get lost in a sea of buzz words that potential customers might not understand. Show your site to someone outside your company and ask them to explain what the website is about. If they’re having trouble understanding, ask them why and work on your website copy.

Applying an even focus to both the traffic and conversion components of your campaign will help to give you the greatest overall success. If you have any other conversion tips to share, please leave a comment below!