Search engine marketing and search engine optimisation are critically important to your business but you could spend hundreds or even thousands of pounds to get your website at the top of Google, only to have visitors leave your site without performing a valuable action.
At the same time, you could spend thousands on a beautifully brilliant website and it be all for nothing if nobody knows your site is there.
On the internet, information is consumed “a la carte”. If someone clicks into the main page of a website and doesn’t see anything of interest, then they’ll leave. This negatively impacts ad revenues and forces businesses into packing websites with information that will draw people in and answer questions immediately – regardless of whether it is news or not.
So how do you convert your website visitors into valuable leads?
Every business has its own goals so there isn’t a one-size-fits-all solution however there are 3 ways that we can improve conversions across the board…
- Advert to content relevancy:
whether a user finds your website from a display banner, search engine advert, organic search engine result or social media post, it is crucial that your messaging is consistent. If a retail customer is in the market for a “formal black dress” and clicks on an advert that matches this description, then they will expect to see more details and be able to buy a formal black dress. They will not be expecting to be taken to a homepage or listing about latest dress trends. The conversion process is all about funnelling users through the stages of awareness, consideration, purchase and retention and at no point should you push them into a new funnel and make them question why they are there in the first place.
- Make it easy to stay:
40% of visitors will leave a page if it doesn’t load within 4 seconds and another 73% will “bounce” if they can’t find what they want within 7 seconds. That gives you a maximum of 11 seconds to convince your visitor that you have something they want. Keep your content simple, straight to the point and provide a clear pathway with relevant calls to action. (Note that sometimes a single call to action will be more beneficial than 3 or 4 as users aren’t sure which way to go).
- Provide value:
Websites are a place to inform, excite and educate visitors and every single click, every single interaction with your site should result in something valuable. This could be a brochure download, a video to watch or the latest how-to guide. Give your visitors a reason to come back again and again with fresh, engaging, valuable content.
At Creative Insight we are constantly evolving our techniques and technologies however, the same strategic methodology is embedded in all of our campaigns. Whether we’re working to develop a new website or sprucing up a brand logo – our focus is on your customers and how the collateral will be received as well as ensuring that your investment is never wasted. If you are interested in learning more about how to convert your visitors, contact Mark or Alice on 0121 321 2828 or email firstname.lastname@example.org