Website Conversion Rate : 9 Key Determinants
I often read statements like "I get massive traffic to my website
, yet I make no sales or very little sales".
In short, the website conversion rate is poor.
Some outrightly boast of the size of their mailing list but really have nothing or little to show for it by way of sales. Meanwhile, a lot of resources would have been wasted on getting this massive non targeted mailing list, to no effect.
A disaster is the apt description for a massive non targeted mailing list!
Some key factors that determine website conversion rate and hence how successful a webmasters' efforts at making sales will be, are at the point of the advert before the customer gets to your website while some are after the advert, when the customer is finally at your website.
Key factors determining website conversion rate include:
1. While being effective, the initial adverts should be brief.
The first contact with your customers must be very brief as they are unlikely to be interested in any long unwinding sales pitch.
When you now get them to go to your website, and subsequently to return to your site often, the more likely are they going to be willing to spend more time on your site. It implies that initial adverts(splash pages, e-mails, solo ads etc) and first landing pages on the website while being effective, should be brief.
2. How targeted is your advertising?
I read of some people having a massive mailing list without anything significant to really show for it. Imagine a customer brimming with enthusiasm to go to your website based on your advert only to be disappointed and leave abruptly on getting to your site feeling deceived as there seems not much correlation between the advert that put him on your non targeted mailing list which subsequently brought him to your website and the contents he now finds on your website.
Lawyers will ordinarily say there is lack of "consensus ad idem" i.e. meeting of minds from the outset. Alternatively, it is a case of the computer terminology "Garbage in, Garbage out"
3. Is your website properly set up to effectively convert?
Do you have the necessary text links, banner ads, e-books , newsletter signup forms etc in strategic places, ready and waiting to be clicked upon?
4. Is there a "call to action statement" on your website?
This is necessary to inspire your site visitors to take urgent action.
5. Do you have a variety of products and/or services for sale on your website?
This is necessary so that if the prospect does not pick on one, he is likely to pick on the other.
6. Design and layout of your website
This is important so that it does not act as a turn off. For example, the contents should be in proper paragraphs and contain some banners/pictures to liven up the website.
7. Do you have a follow-up system inserted at right places on your website?
An example is a newsletter to follow up with your prospects, as most customers need to see or hear about your offer at least five to seven times before pitching their tent with you.
8. Do you have good navigation in place on your website?
This is necessary so that your prospects can adequately navigate your website to access the needed information to make their purchase decisions.
9. Update and add to your website content regularly.
It is common knowledge that most visitors do not buy products the first few times they visit any website. They will be watching for continuity, and added content while giving them this confidence will also elicit the much needed purchase response.
It should by now be clear that many of the factors determining website conversion rate exist right on the website which necessitates that the webmaster adequately prepares his website before inviting visitors to his website or seeking massive traffic, so that it does not result in a waste of scarce resources i.e money and time in getting visitors to your website with no significant positive result achieved.
by: Dele Ojewumi
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