Improving Conversion Rates
The toughest challenge for most companies right now is not traffic - It is maintaining and improving conversion rates. The key part of conversion is the beginning. That beginning is the keywords they used to find you on a search engine and where they land on your site. If a visitor comes to the site motivated and in the right frame of mind, getting the sale is a good possibility. If they've already been to 3 or 4 other competitor's sites and are now all pumped with their promises and propaganda, your task is more difficult. Chances are they won't see your business or service as ideal. So how do you turn it back in your favor?
Give your Visitors the Experience They Need to Make the Sale Possible
Easing price consciousness and making visitors feel good is still doable. You can get an edge on the competition by improving those elements of your site that impact on the visitor's belief in your company, product or service. It's how you present your product or service that builds a positive sense of value. You want to ensure you have your "A stuff" up on your site and that your content builds credibility and gets them to take action. Good web design can help, however you need to know what it is visitors/prospects value in your site. The only way you can find out what motivates them and what sends them away, is to present and test your content systematically.
Through A/B split testing of the right web content elements (layout, pictures, headings, features and benefits, pricing, colors, call to action, buttons, video, Flash, etc.), you can narrowly define what generates customers and sales. In the past, web designers and developers built the site based on functional need, coding standards, and popular design concepts. Today, that is a formula for disaster. Even designing for branding needs won't fulfill the tactical elements of goal achievement. It is the combined effort and interaction of your content and sales strategy from first contact to pre-purchase that creates a customer.
Building Intent from First Contact
On the Web, differentiation is difficult and even communicating a good unique value proposition is difficult. You must zero in on the psychological state of your customers and present a winning mix of content and style. The ability to create a positive experience is in your hands if you know what that positive experience is composed of.
We can help you systematically test all of your content and help you improve your unique value proposition. We can help you improve and control the visitor's first impression of your company thus creating positive expectations that build their intent to purchase.
Time to Improve
- landing page optimization
- keyword phrase choices
- page linking
- font typefaces and font sizes
- copy headings
- goal funnel process
- graphics, video, Flash
- page layout
- web design
- unique value proposition
- product features and benefits
- business credibility
- proof of value
- cues and calls to action
- product presentation
- quality of information and customer service
If you're spending all your time testing new traffic sources but not investigating which keyword phrases generate the best prospects, or which combinations of content generate sales, then your site is operating at a fraction of its potential. Right now is the right time to take a broader view of your web site, search engine presence, and value proposition. A fresh approach will illuminate new possibilities to make your company stand out as the only one visitors want to see.
Turn more of your visitors into real prospects by giving them what they want. Contact Bay Street SEO Company right now to have us study your traffic and conversion problems. |
Bay Street SEO offers substantial, proven experience and success in all facets of search engine optimization including SEO audits, search engine optimization planning, optimized content development, powerful link building, and customized reporting. It's the integration of your search engine optimization strategy that generates these excellent results.
Landing Page Optimization
If you're spending on PPC advertising, you'll want to read this article on landing page optimization at SEO Consultants.com.
Every Business and Web Site are Unique
Designers get caught up in the latest design trends because they want to look current and respond to customer's desires. That's okay, however the designer needs to know that trendy designs will generate conversions. Designing for conversion testing and to find the ideal design is something almost no designers offer to do.
It may be time for you to forget old design concepts and start your web project with a fresh perspective. Pretend you don't know what customers want and you're determined to find out exactly what it is.
"What if they don't like our site, design, or our brand image? I don't think we can overhaul them."
It may not be the overall brand or web design that they don't like. It might be that the components and wording just don't resonate to the visitor. Any website can be modified and adapted within the context of corporate styles and branding dictates. For instance, if your graphics are too simple or blurred in order to save on bandwidth, you may have to upgrade them. If your product pictures don't provide 3D views, then you're not giving the prospect the reasons they need to like your product. Are you zooming in on those facets that really get the prospect interested? The manufacturer's graphics might miss the mark so how about taking your own pictures? The manufacturer might be enthralled with their product benefits and branding, but it may not work for you.
In the most simple test, graphics, headings, linking, call to action, product features, colors, buttons, column layouts, and copywriting can be tested.
Goal Funnel Process
From first sight in search engine listings to your checkout page, visitors can keep moving forward or get lost. You need to think through their visit logically and ensure each type of visitor gets what they need.
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