Your Website Gets Traffic But Does It Convert Visitors to Customers?

Shopper making online purchase

You’ve worked on your search engine optimization (SEO) and maybe you’ve tried some pay-per-click advertising, but if you haven’t optimized your site for conversions, you’ve left out a critical piece of your website strategy. What good is it if your traffic is up but prospects leave your site right after they arrive? You’ve got to get your visitors to take the desired action. Here are a few tips to help you with conversion optimization.

1. Start With an Appealing and Polished Overall Look

Select imagery and colors that connect with your visitors and put your products and services in their best light. A color palette that is well-balanced helps users stay focused on the journey but when colors or images are jarring, they can distract users from going where you want them to. Font choices, sizes and colors should be chosen with readability in mind. Consider your target audience and make choices that will appeal to them.

2. Make Sure Your Website is User-Friendly

Don’t let your visitors get frustrated trying to locate key information or by requiring them to go through cumbersome processes. Keep your site clear, easy-to-navigate, and uncluttered. As much as possible, implement streamlined processes for purchasing or registering.

3. Put Your Contact Information in Plain Sight

Keep your contact information in the same location on every page so your visitors know where to look for it. If receiving calls is important, put the phone number in a prominent place like the top right of the header area. And your address should appear in the footer where people are accustomed to looking for it.

4. Be Sure to Include a Clear Call to Action

An effective call-to-action can convert visitors much quicker. Give them visual cues to direct them to read or learn more, place an order, get a quote, register, etc. Don’t let them get frustrated by not being able to find a way to do what you want them to do.

5. Include Appropriate and Quality Imagery

People don’t read so much as they scan. Engage your audience by drawing them through the site with imagery that helps get your message across. Great photos of your products in action will communicate more than words ever can. Similarly, photos that are not great quality can reflect negatively so be sure to use the best photography you can.

6. Provide Quality Content

Provide well-written, easy to read content with concise subheads to help the reader scan through the site quickly. Get straight to the point and keep the most important information near the top of the page where they are more likely to read first.

7. Help Visitors Feel Comfortable

Include a Privacy Policy (when appropriate) and a Secure Payment System and let your visitors know about them, particularly if your site is an e-commerce site. Help them feel confident when they give you their personal information that you won’t be sharing it.

A visitor to customer conversion rate increases when the experience is pleasant and gets them to the products or services they are looking for effectively. A great looking site not only creates a better user-experience but it establishes trust. But remember, the highest conversion rates occur when your customers have already been sold on your brand. Build your brand and your customers will already be poised to take action when they arrive at your website.