So many business owners focus solely on increasing website traffic – getting more visitors to their site – to the detriment of improving website conversion – converting more browsers into buyers.
The bottom line is that you’re wasting your money on traffic if your site’s doing a poor job of conversion. It’s like putting a massive ad in the Sunday paper and having hundreds of people visit your store, but not having enough salespeople to serve them. They just leave with a low opinion of your operation.
Improving website conversion is a good investment because it maximises the return from the visitors you already have. If you can improve your conversion rate – the percentage of visitors who become customers – from 1% to 2% you double sales!
And unlike traffic generation – such as SEO or AdWords, which you have to keep throwing money at – improving your site’s conversion is often a one-off expenditure. And it’s not terribly difficult to do either!
The folks at Buckingham Design Associates have written a great article outlining 8 Vital Website Conversion Tips for Turning Clicks into Sales. Their recommendations include easily implemented tactics such as:
- Dishing up key content on your home page
- Using your “about us” page to build trust
- Using a FAQ to defuse common buyer objections
- Getting your website content written BEFORE you hire a designer, and
- Offering free content.
You must read this article before you increase your SEO or PPC budget.