Increase Conversion Rates: How to increase your Site’s conversation rate.

How to increase your web site’s conversion rate to get an increase in sales.

Even though I have written this article for a homepage, the tips will work equally well for a Blog, squeeze page etc.

The weakness of many sites is that their home page or Blog are trying to please every visitor with equal emphasis.
As a result, home pages become cluttered with too many areas of focus and too many links. These sites try to please everyone, and end up pleasing nobody. Attention is scattered and visitors find it hard to find what they are looking for.

All your visitors want to find or achieve one of these five actions.

Take a tour,
sign up to a newsletter,
buy a ebook,
check out a report,
download a Freebie..etc.

Remember you can never, ever serve or please the needs of every single visitor to your site equally.

So how do we go about cleaning up “clutter”?
Once again it is all about focus, who is your article for, who is the person that is going to read it.
Identify the three of four main areas of interest to your visitors, and give each of those areas equal emphasis on the first screen of your home page.
When you divide equal space to each of the three or four principal drivers of your traffic and business, you will quickly capture the attention of your visitors.

Firstly, you are letting them know immediately where they can find what they are looking for on your site.

Secondly, you are showing them immediately where to click to get to more detailed information on that topic, product or service.


Ask the questions, your visitor will ask?
Do I really want this product? –
Can I get it for the right price?
Can I trust this company
Can I buy easily?

By doing the following tips, you should start seeing a drastic increase in your conversion rates.

Make your headings and copy relevant.
Relevancy is the key to getting to the point fast , keep in mind the 10 second rule, to capture the attention of your new visitors. Ensure your headings include specific keywords relevant to what your visitors are looking for. A headline containing the specific keyword that a user searches on can increase conversion.

You can target “keyword specific copy and headings” using PPC advertising.. Creating a single dynamic landing page to capture those variables and “plug” them into the headlines is one way to accomplishing this.

Use targeted Focused landing pages.
You must create targeted landing pages with one purpose in mind – convince the visitor to perform the “action” you seek. That action can range from filling out a form, to downloading some information, or any number of other options.

The best key in utilising landing pages is to focus on one topic, back it up with a short, strong copy, and present the user with a “call to action” prompting them to “do something” (react). Again, stay focused on one topic of interest only, and make sure that topic is exactly what the user is looking for – nothing more. Limit your keywords, headlines, and copy to only what the user is looking for.

“Calls to Action” that don’t make your visitors “think.”
Place your calls to action in prominent “eye catching” locations such as upper right corner of a web page, above the fold of the web page, along the right hand side of the web page near the middle of the screen, or in the lower right hand corner for pop-up ads etc.

Don’t forget to actually ask the user to “take action”. Some users need a “ nudge” to get them to react. Tell your visitors exactly what it is you want them to do – let them assume nothing. Don’t just expect them to know what you want.

Decrease the “customer required” clicks.
By decreasing the number of clicks the user needs to do in order to get to the information they are looking for at your site. Typically, if a user needs to click more than 3 levels down to get to the information they are looking for, you can expect a lower conversion rate as many of them “abandon” the process. Keep the clicks to a maximum of 3, and you can your conversion to increase

Reduce visitors choices to “information overload "
By reducing the number of choices the visitor is presented with, by giving them to a single call to action you will see an increase in conversion rates. Too many choices can have a negative impact by creating “information overload.”
Too many choices can have a negative impact by creating “information overload”. Which will result in reduced conversion. Decrease the number of options the user has, keeping them to a targeted concept, and your conversion rates will increase.


Conclusion
By understanding who your visitor will be, knowing what they are looking and focusing your efforts on pleasing and helping the 80% of visitors , you will maximise both your reader retention rate and your final conversion rate.


Regards

Alan Scholtz

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