Sunday, 29 July 2012

Tips to convert a non-converting website

Most websites in the market today are elaborate, attractive, and filled with different complexities. But the question now is: will that convert visitors to customers?

As you may already know, there are many successful websites that are not as elaborate as their counter parts, but they have conversion rates that exceed other websites with a far greater margin.

If it was a design contest I would say a site with the best design wins. But for most websites, conversion is much important because it makes the most profit. In other words, it would be better to have a simple website that attracts visitors’ attention and which can help convert them into a consumer.

How to do it? Here are some tips to convert a non-converting the other way around:

Make conversion a priority. If you are creating a website to join a design contest or for presentation’s sake, then disregard this tip. Some websites focus more on design and not on function. However, as mentioned earlier, this does not necessarily convert a visitor into a customer. So, you might want to make some adjustments.

To make conversions, focus on the following aspects of your website:

a. Quality Content


b. Simple but understandable landing pages


c. Working links


d. Copywriting


Pay attention to Direct Response Copywriting. Make sure that you have an expert writer who knows direct response copy. Using this copy, you can answer the question most customers are asking, like “What do I get out of it?” By enticing your visitors, the chance of converting them will increase.

Importance aspects of a direct response copy:

a.  Can be used as a call-to action


b.  Gives customers a reason to respond


c.  Clear and irresistible offer


d.  Easily attracts visitors


Build an e-mail list. This is one of the common mistakes why a website is not converting. Always remember that a visiting customer may not be back to check your website again. So, make sure you create your email list, for your email marketing campaign.

Ways to get an e-mail list:

a.  The easiest way to get your very own e-mail list is by requiring your visitors to sign-up, this way you can get their email address. Provide enough opt-in forms, in the side, in the bottom and in the landing page.


b.  You can also create a simple contest or provide links where they need to put in their emails address. However, these won’t necessarily work for all visitors because some actually don’t sign up, because of the fear they might be flooded with emails for product endorsements every now and then. Try to eliminate that fear by providing interesting and enticing ways to get their email addresses.


Provide Clear instructions. You need to provide simple and complete instructions to customers as to how they can make a purchase and where they should go to if they want to view other products. This is to avoid instances when a customer who wants to buy something, doesn’t know how to do so, and ends up leaving the page.

In other words, make sure that your instructions can be understood by non technical persons. So, avoid using technical terms that might scare your customer away.

Tips:

a.  Provide an opt-in form in your landing page


b.  Provide buttons on the side bar for product listings, prices, and purchasing pages.


c.  Provide an instruction guide at the side of your page


Make sure that you use links to direct people towards your website and not away from it. Links are good in getting the traffic that you need for your site, but it can also drive visitors away from your website. This is usually what happens with social media links attached in the landing page.

Take note that although it is equally important to have a social network page for brand promotion, you have to make sure it does not work against you.

Ways to avoid social media fan page directing customer away from your site:

a.  Avoid putting social media icons on your landing page


b.  Avoid putting your social media profile links in your page


c.  Place social media links strategically


d.  Provide limited options for them to be directed to other websites.


These are just some of the things that you might want to consider when you want to convert your non-converting website into a more attractive and profitable one. In the end, what is important is that you are able to reap all the benefits it has in store for you.

Image by FreeDigitalPhotos.net

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