Offering Content To Convert Visitors

Your website conversion rate is, in many respects, the most important statistic related to your site. It is important to drive traffic to your site because without traffic a website is nothing more than a design, but the number of visitors that convert to sales is a vital analytical figure. Tracking conversions is relatively simple, and you should attempt to store as much data as possible regarding each conversion.

It can pay to know the demographics of visitors that do convert, as well as entry page, referring link, and keyword searched. This is just the basic information you should have, and any more information you can provide is always useful. Knowing this information can help to improve conversion rates and it will help you with identifying the most successful advertising campaigns and traffic sources for your site.

USP (Unique Selling Proposition)

Your USP, or Unique Selling Proposition, is the thing that sets you apart from your competition. Your items could be the cheapest of their kind, or you could offer free shipping. Perhaps you have a special offer that no other site or company can match. Even if you have the greatest customer service, this is a USP and you need to push it to your visitors.

The USP can also be included in advertising campaigns, such as PPC ads, to help increase conversions from those advertisements. Most websites and businesses have a USP, even if they do not know what it is. Sometimes it can take a person on the outside to spot what it is.

CTA (Call To Action)

You have a desired action that you want your website visitors to take. E-stores want visitors to make purchases, service providers want visitors to enquire about or pay for their services, and affiliate sites want visitors to click on links. The section or sections of a page that are used to drive visitors to perform this action is known as the CTA, or Call To Action.

The Call To Action needs to be clear, incisive, and defined. It should also be appealing and let the visitor know what the next step you want from them is. If you are directing them straight to the sales page in order to make a purchase then your CTA should reflect this.

Honesty

You should always be honest with your visitors. Don't try to fool them into performing any action on your site, because it is you that will ultimately lose by doing this. Website visitors do not like dishonesty or underhandedness and they will look elsewhere if they recognise any on your site. There is always the possibility that a lie within your content or sales copy will come back to haunt you and you should attempt to avoid this nasty surprise.

Easily Accessible Information And Purchase Procedure

Everything should be laid out so that visitors can easily make the required steps through the purchasing process. All information, including images, video, and other media, needs to be clearly laid out and easy to access from the necessary areas of the site. If you are using images then add thumbnails on the product pages that link to bigger images. This will cut down on page loading time and also provide you with the opportunity to include more images on a page.

Why Conversions Matter

Conversions are an important factor in your website's success. By using clearly a defined CTA and UPS and offering honest and easy to access information you can greatly improve your conversion rate, offering you greater ROI on advertising costs and significantly improving your bottom line profit.