For a company to be successful in the tough competition these days, a professional website is paramount. For any eCommerce websites, a website serves as its backbone. It supports all efforts in digital marketing. The website relevance for marketing extends to each and every aspect of the digital marketing scheme.
Being the backbone of the online presence, each piece of content, communication, or advertisement put online would drive consumers back to the site. Thus, it’s critical for a website to provide consumers with a clear idea of what the brand is all about and the kinds of products and services on offer.
Setting the First Impression
When the audience visits a site, it gives them the first impression on the brand. Like it or not, they will judge the brand in a matter of seconds. You would naturally want to make a positive impact during the first few seconds.
Website design is critical since it affects how the audience sees your business. The impression you make could either lure them or repel them. A good web design therefore helps to keep track of your page leads.
Why Hire Web Developers and Designers?
If you need you refresh your present website or need an entirely new site, consider hiring a web design company or freelancers to help get the job done. An expert and reliable developer could provide you with a high quality website that will drive people to your site and eventually boosts your ROI.
Of course, there are many free web design templates. They are, however, to say the least, basic. You don’t really expect to build a unique, top-of-the-line site with one of the cookie-cutter tools. Keep in mind that a site would require some features, such as headers, images, codes, and plugins.
All this may sound overwhelming to you if you have no IT programming background. However, all of it is second nature to a professional web development company. A reputable developer and designer could build a website that’s dynamic and attractive, one that offers a wonderful user experience.
The Conversion Rate
Suffice to say that if it doesn’t convert, then it doesn’t work. CRO, or conversion rate optimization goes arm in arm with the revenue growth of an enterprise. For an eCommerce business to be profitable, entrepreneurs and marketers should be concerned about web visitors doing particular actions, like filling a form, subscribing, or buying.
Now, let’s cite seven factors that influence the actions as well as lead to an increase in the conversion rate. The conversion rate, in online marketing is the ratio of the total visitors to visitors taking the actions desired. For instance, if the landing page gets 150 visitors every month, then 15 of them accomplishes the task desired, the rate of conversion would be 15 divided by 150, or 10 percent.
There are two types of conversion, the macro and the micro. The macro conversion covers the actions of visitors aimed in completing the most important tasks for revenue, like purchasing, requesting for a quote, filling out a contact us form or signing for a free trial. Micro conversions include actions that do not result directly in growth revenue, but could precede macro conversions.
Examples include social media follows, blog subscriptions, free eBook downloads or case study views. Depending on the goal of the company, marketers will highlight both macro and micro conversions that could deliver the best results.
7 Factors Impacting the Web Page Conversion Rates
1. Apropos or Relevant Traffic
Consider what’s better, getting more traffic in hopes of getting more leads or boosting the rate of conversion with the present traffic. The answer basically depends on where you derive the most for your money.
Check the quality of the traffic the website is receiving first. If traffic is targeted, but the conversion leaves plenty to be desired, your focus should be on optimizing conversion. If the rate is high and you don’t have an idea of changes that could boost it at present, try to review the pay-per-click campaigns for driving more traffic.
2. UI/UX Design
Design, without doubt decides if a landing page will convert or otherwise. Working on UI and UXD, designers should consider user engagement, usability, and major performance indicators, known as KPIs as well. Based on the input data, designers commence in the development of a UI/UX design.
Designers should go further than layouts and pixels, and think first of the objectives of a business. When the goals are clear, building a UX and UI design for driving conversions is much easier. A designer should be handle how the site would look on all sizes of screens.
The main question you should answer, is if your offering is attractive. If the offer that your business makes is not valuable to customers, all the design and marketing efforts towards conversion rate would be useless. When the market is packed with goods and services, it’s difficult to offer something that is truly exceptional and unique.
Thus, consider what makes your offer special. List the benefits the customers could derive from your product or service from the start. In other words, you could establish the value proposition. Consider asking someone to test if the landing page and see it if converts.
If people could not in a few words tell what you are offering and what they could get from the offer after checking out the landing page, consider revising your webpage. Make certain that it speaks about:
- Who the prospective client is
- What products and services do
- What value you could bring
- What makes an offer different
4. CTA or Call to Action
If you want your web visitors to complete specific actions, you should tell them to do so. However, make certain that you know when, how and where to tell them. The surplus of online information does not leave a chance for users to completely browse web pages.
Visitors rather scan pages paying attention to the key elements alone. Thus, designers and marketers know the relevance of the call-to-action psych in competing for visitors’ attention. The CTA could be a button, text, animation, image, or video. Also, it could inspire visitors to do different actions that depend on the business nature.
CTA elements should be user-friendly to be able to convert. Refrain from u sing aggressive methods that could frustrate visitors even before giving a try to your product or service. Have a clear understanding of the target audience, since what works with a group of people may not work with another.
Similar to any marketing strategy, a content strategy begins with knowing your target audience. When you know them, you could find out what their interests are. Find out the sales funnel phases that your customer goes through to choose the topics that are most interesting, which reflect the pain of your audience.
If you are selling sports items, for instance, you should tell stories on outdoor activities, share how-to’s, healthy tips, and publish interviews with expert sports influencers and instructors. Share valuable information that the prospective customers will look for. This is how you will showcase our willingness and expertise to help, and how you build trust.
Something you can’t code, can’t design or embed into the webpage. Creating trust around the brand requires consistency and time. Keeping your promises will lead to loyalty of the brand. Refrain from using huge pronouncements that could not be backed by actions.
Great promises could convert but in the long term, and this approach is likely to decrease lifetime value of clients. Make sure to have an about us section containing a short information on how the company was founded, as well as what it stands for.
One more way of boosting trust toward the products and services is the company availability. Thus, the contact information must be easy to find and constantly updated. Hotlines and live chats should properly work as well.
Every change done to a digital marketing strategy must be tracked. If you do a change in the copy, traffic settings, UI/UX design, or CTA mechanisms, you should keep track of the before and after analytics. Otherwise, all the efforts would amount to nothing and the ROI figures would never be accurate.
Google Analytics is the most widely used among the various web analytics platforms available nowadays. It provides hundreds of quantitative data, which enables you to calculate the rate of conversion by establishing goals. Data analytics provide you a better comprehension of where you should focus your CRO efforts.
Besides the quantitative analysis that provide numeric data, marketers make use of a people-centered method as well, known as the qualitative data analysis. It helps marketers to dive deeper into the search on user behavior and determine what’s behind the behavior.
Most organizations in today’s digital age already have developed their websites to be more accessible to the clientele. With a great website design, businesses could build a welcoming and user-friendly online space in which users could get useful information, anytime, anywhere.
Furthermore, having a well-managed site, people will feel that they can rely on you. It creates trust, and when your web visitors trust your brand, they would have no doubts in purchasing your products and services. You would have in effect, a profitable and thriving eCommerce business.
Olivia Diaz is working at eTatvaSoft, an Enterprise level Mobile Application Development Company. Being a tech geek, she keeps a close watch over the industry focusing on the latest technology news and gadgets. Follow me on Twitter.