Seven Steps To A Website Optimised For Conversion


How’s your website conversion rates?

Are you encouraging a satisfactory percentage of the people that visit your website to follow your call to action?

Or are you consistently relying on attracting new people to check you out?

Maximising conversion of existing traffic is more cost-effective and efficient than consistently trying to attract new visitors to your website. So if your conversion rate is a little shaky, here are seven top tips to help improve yours.

1. Use landing pages

Landing pages work because they focus a reader entirely on a single message.

They strip away everything else including your primary navigation and promote “tunnel vision” by encouraging your visitor to consider just one thing. Here are 10 things you should remember when creating a highly effective landing page, and if you’re wondering how to create a landing page in WordPress, try the plug-in Premise.

Premise from Copyblogger enables you to create landing pages in WordPress. You can customise them with your business colours and choose from a selection of different templates including a sales page, a sign-up etc. Premise also integrates with the likes of MailChimp and Aweber making it easy to link up with your email list.

Premise also comes with copywriting advice within WordPress to help structure your message. In addition, you can use Premise to organise a membership site and set up your pages to allow restricted visibility.

The biggest downside of Premise for UK users is it currently only accepts $US meaning if you wish to use the membership functionality you’ll need to bill in dollars. However, I believe this is an issue which Copyblogger are looking into and plan to fix in the future.

If you’d like to see Premise in action, check out my Landing Page.

2. Split test

Create two identical landing pages with one difference and split test to assess which one works best.

You can split test by title, by video, by image – whatever variables you think could influence a conversion decision.

Then assess performance through Google Analytics and get clear on which performs the best.

3. Blog

Potential customers will be looking to your website to see if it addresses their needs and their concerns. You need to prove that you are relevant and you can do that with a blog. Use your blog to answer the key questions your audience is asking and help establish trust and authority.

4. Use analytics

Free tools such as Google Analytics are invaluable for helping you assess the behaviour of people who visit your website. You can track which content is sending traffic. Get a feel for how engaged your visitors are by assessing bounce rates and track how visitors move through your website.

Heat mapping software is another consideration and tools like Crazy Egg can help you understand why your website is not converting. Crazy Egg software will show you where people click. For sure you’ll see conversion but you’ll also be able to identify where visitors get frustrated and click the back button.

With this type of information you can powerfully tweak your website for optimum conversion by figuring out the best place to place sign-up forms, honing in on where your message needs to be stronger and creating more of the content that visitors like and are drawn by.

5. Include a call to action

It’s really obvious but your conversion rates will suffer if you don’t directly ask for the sale (or whatever action you want customers to take). It’s important to make your call to action clear, simple and specific. In fact, the more specific the better.

For more ideas on how to nail your call to action, read this.

6. Showcase social proof

Social proof in the form of customer testimonials, videos and consumer reviews are a really powerful way to build trust. Allowing a third party to express your sales pitch will always be far more powerful than anything you could say yourself.

And if you want to use social proof as a conversion tool, aim to highlight the type of person who represents your target customer. Include testimonials that say the sort of thing that your target customer will want to read and your conversion rate will increase as a result.

7. Offer an easy peasy user experience

It’s no good making your visitor hunt around for the information that they need to make their decision.

Instead create a seamless design that contains lots of white space, is dead easy to navigate and takes your reader on a logical journey through your content. Set up a “slippery slope” where a visitor moves through your content effortlessly, has their objections answered and feels the next logical step is to buy.

Website conversion is crucial for the success of your micro business.

Are you doing enough to convert the visitors that you attract?

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Assess your website and decide how you could optimise it to maximise conversion.