subject: Convert Your Website Visitors Into Customers [print this page] As a marketing tool, a website provides businesses with an additional avenue to reach potential customers. A well-designed and user-friendly website is only the beginning of your web strategy. To ensure that you reach visitors and convert them into customers, you need to maintain your website and this requires continuous work and adjustment.
In order to ensure your visitors have an optimal experience it is important to measure how visitors engage with your website. Usability plays a big role in converting visitors into customers as well as visitor loyalty, therefore it is important that your websites content is succinct and navigation is logical and easy to use.
Web copywriting differs from traditional copywriting due to the way users interact with copy online. Readers on the Internet tend to scan web copy which makes it important that your copy is easy to read. To make web copy more user-friendly certain keywords and phrases can be bolded to draw readers attention to the most important parts of your copy. You should also make use of appropriate headings and subheadings to break up copy into scanable sections.
A websites conversion rate is an important benchmark to determine its success. As you know by now, without visitors there can be no conversions. In order to maximise conversions and ROI you need to know what visitors do on your website in order to improve the overall usability and functionality of the website. The most effective way to measure engagement on your website is through analytics. There are various paid-for and free options available when it comes to analytics packages. An analytics solution will highlight the areas on your website that need improvement as well as those that are performing well. Below are a few elements that can be measured and tracked through most analytics packages:
Total number of visitors during a certain time period
How many people visited the website during a certain period of time? Were they new or returning visitors? How long did they stay on the website and how many pages did they visit? These are only a few of the visitor-related areas that can be tracked.
Where your visitors came from
Were they referred by a search engine and if yes, which keywords did they use to find the website? This data can be used to enhance the websites optimisation strategy.
Content interaction
Which pages are the most popular? Are there pages with a high bounce rate? This might indicate that visitors cant find what theyre looking for on that specific page and the pages content may need a rewrite or a complete revamp.
Technical details
Analytics will enable you to see technical details such as which are the most common Internet browsers used by your visitors and their connection speeds.
Conversions
Converting a visitor to a customer is the most important part of the visitor process. A high volume of traffic may look impressive but, in the end, its the conversion rate that is most important as this has the most bearing on ROI.
A very handy feature in Google Analytics is Benchmarking which allows website owners to compare their website to similar-sized websites in the same or other industries. This allows website owners to identify opportunities and trends in their own and other industries.
By analysing the data from your website, you will gain valuable insights that can enhance your web strategy. Great usability, high quality content and qualified traffic are some of the most important factors in your web strategy. If you think your website is not performing optimally, contact us to find out more about our usability and conversion analysis audits. We have helped numerous clients perform better in the online sphere and our team members are Google Individually Qualified Analytics consultants. If you are interested in learning more online marketing techniques and tips, sign up for our monthly newsletter.
