Some businesses focus their web strategies solely on increasing the number of visitors to their websites. The idea behind this is that a certain percentage of people will purchase something, so by increasing the pool of visitors to the website, the business will increase the amount purchases made. Sounds good, as theories go, but there is a little more work to be done before you can reap the benefits of increased web traffic.
There are three things to determine where you need to start. The first is your website getting visitors? If yes, the next step would be to figure out what those visitors want, and finally make sure your website solves need and delivers it to the visitor in the most hassle free and expedient way possible. If you follow these steps you have got a good chance of turning a website visitor into a customer.
Is Your Website Getting Visitors?
In order to improve something you have to have a way to gauge it. Website analytics, like Goggle Analytics, will allow you to measure your website’s performance over time. Is your website receiving more visitors? Are those visitors staying longer? Is the increased traffic and longer visits resulting in more purchases being made? A lot can be learned from website analytics and you can use that knowledge to adjust your web site and strategies to make sure you are giving the customer what they want.
What do visitors want?
Generally speaking, visitors want usability and consistency throughout the web site. They are looking for functionality in an efficient, easy to use package that helps them accomplish their objective. Keep your page layout and style consistent across the entire website. You only have few moments to capture and engage your visitor’s attention and keep them on your website. Make sure your branding and layout clearly identifies your business so potential customers can figure out who you are and what you offer, before they unfortunately decide to hit the back button, never to be seen again. Keep everything clean and focused on your business and its products and services. And of course, direct your users to take action with buy buttons and encourage user interactivity with contact information and contact forms easily accessible. Customer input can help solve issues you might not even know you had.
Does your website provide what the visitors are looking for?
Instead of blindly guessing whether a change to your website will improve sales, how would you like to know for sure? Utilizing website testing, you can present the various options and let your customers make the choice. Google Website Optimizer is one such testing tool you can use to find out where your website is losing visitors and to improve your worst performing areas.
Analytics, Usability and Testing form a very effective process of improving your website’s performance. Taking a closer look at these areas will help you improve conversions of visitors and prospective customers into paying customers and clients. All you have to do is listen to your visitors needs, fill them, and soon enough they will become your best customers… The ones that return and tell others about your website and how helped them get what they needed.