The end goal of most business web sites is conversion, the turning of a visitor into a customer. Multiple approaches exist for obtaining conversions from producing more content, marketing and advertising pushes, or special promotions. However, what we are going to focus on today is optimization: how to get higher conversions rates for what you already have. Optimization is useful not only because it is one of the more cost-effective approaches but because it allows for concentration. A smaller number of pages operating at their highest conversion potential can see better rewards than a large number of un-optimized offerings.
At its core, optimization is about finding what works best out of all your available options. While any given page on your web site has likely been assessed for its ability to draw, maintain, and convert readers, you may have wondered how certain changes could impact its effectiveness. This is where A/B testing comes in—a form of analysis that splits traffic between two pages and assesses which one works better.
The exact elements you compare during A/B testing are up to you. Some pages may be identical except for the headlines, others may have alternate layouts or button sizes, and another set could test whether using a video or infographic gets your point across better. Although you could technically test as many changes as you like in a single comparison, this is not normally advisable. The fewer differences between the A and B pages, the more you can be sure what specifically caused your eventual findings.
Software and testing services exist for helping companies perform A/B analysis and Google even offers content experiments as part of Google Analytics. Shop around and find the one that works best for you.
Ease Up on the Language
Let your conversational communications possess a clarified consciousness, a compact comprehensibleness, and a coalesced consistency as you strive to leverage existing business assets into a reworking of customer paradigm solutions throughout the revenue cycle.
Or, in more sensible words, avoid the use of jargon or big business words when trying to optimize; instead go for things that people can understand and respond to. When a person reads a page filled with marketing phrases and corporate slang (like the paragraph above), a common assumption is that what they are reading is simply overblown puffery if they understand it at all. Sure, you may come off as professional, but that won’t earn you conversions if no one understands or believes your message.
Go through your content and look for ways to improve clarity and readability. Could someone who has no idea who you are figure it out from reading this? Are these the sort of words you’d use in a conversation with a friend or family member? Keep questions like this in mind as you edit or write in order to produce something to draw people’s attention.
One of the issues with web content is that it is inherently one-sided. Your content is read, the reader forms their opinion, and that’s it. This lack of interaction makes it hard to respond to customer concerns and can possibly deprive you of a conversion opportunity. Finding ways to incorporate answers to potential hesitancies can better your ability to make a sale.
The exact objections a reader would raise—consciously or subconsciously—are going to vary depending on your business. Take some time to go over possible issues a reader might have, or even questions that you have been asked in person by prior customers. These can be concerns like whether your product works in specific situations, scepticism about how credible your claims are, or concerns about whether you offer the most affordable service or product.
When you have an idea as to what concerns your reader may have, you can incorporate answers into your content. For instance, if worries about price are an obstacle to conversion you can try including a comparative chart of your prices and those of a competitor. An important thing to keep in mind at this step is that your claims should always be verifiable and, ideally the reader shouldn’t need to go far to find proof. This helps build trust and confidence.
Don’t Ask For Sign-Ups Unless Goals Align
One of the more contentious points of online customer/business interactions is the matter of web site subscriptions and signups. Let’s use ordering a pizza online as an example. You go to the site, put your order together, move to the checkout and are suddenly faced with a login or registration screen. At this point, the goals between the customer and the business have suddenly split. The business is asking for the customer to commit information in order to ostensibly save address and meal information so future orders can be placed faster and easier. The customer just wants to give delivery and payment info. In these instances, a customer becomes more likely to give up and quit altogether rather than follow through with the sign-up.
The problem is that when a customer receives a request to sign up, the inherent assumption is that the customer is going to start getting marketing emails, promotional mail, and similar forms of targeted marketing. While some people do like receiving these things and will gladly sign up, a large number don’t and will flat-out refuse to engage further. To prevent customers from quitting mid-conversion, it is important to make sure they have as few obstacles to their goal as possible, even if one of those obstacles is meant to lead to later efficiency. This is why most restaurants you can order online from have a “purchase as guest” or similar option.
Numero Uno Web Solutions is a provider of search engine optimization (SEO), content marketing, and mobile optimization solutions to startups and small companies from all industries and fields. We stay on the pulse of industry changes and adapt our practices to produce quality SEO and conversion optimization plans to fuel the growth of businesses across communities. Contact us at firstname.lastname@example.org or at 905-856-2012 to learn more about marketing techniques and how we can help improve your search profile across all platforms.