You might think that when we build these amazing websites for our clients, that our primary goal is to create something beautiful. That’s not the case. That is our secondary goal. The primary goal is conversion. By conversion, we mean turning as many visitors to the site into buyers.
There are many factors that affect conversion rate. You might be surprised at how even the most minor details can affect conversion, such as the color of a button. However, we’re going to talk about the most important factors in this post.
1. Look Professional
10 years ago, web users were very forgiving. You could have a website that looked like your 4 year old created it with crayon and marker, and people would still do business with you. But the web has matured and people have less trust in businesses who don’t invest in a decent website. They just won’t take you seriously if you don’t take your website seriously and your visitors will judge your business in about 3 seconds and decide to stay and explore, or leave and find someone else.
2. Tell Them How to Buy
Don’t let your visitors spend more than a second searching for how to purchase from you. If they need to call, your phone number should be big, bold and the most eye catching item on the page. Your call to action should also be visible without scrolling, or “above the fold” as the saying goes.
3. Be the Expert in Your Field
Sometimes having a nice website isn’t enough. You have to prove that you know what you’re doing. A blog is a great way to accomplish this. By educating your customer and giving them information that they may be looking for, you are positioning yourself as the expert and establishing trust.
Ultimately, when a visitor comes to your website, they are looking for something. Give them what they want and give it to them fast. If they have to work for it, they will move on. If they don’t trust you, they will move on. They want your product or service, and they want to trust you. So give them what they want and your conversion rate will soar!