Create Websites that Convert Visitors into Customers

The primary function of any website is to turn its visitors into customers. The frequency at which this happens is what digital marketers call ‘conversion rates’.

Create Websites that Convert Visitors into Customers

The primary function of any website is to turn its visitors into customers. The frequency at which this happens is what digital marketers call ‘conversion rates’.

But there is a bit of a science to getting this right. 

Find out more by contacting ATKASA Digital Agency

A person landing on your website is no guarantee that they will become a customer, and your approach to digital strategy development needs to think of ways to solidify this journey.

There are plenty of approaches to ensuring your websites and landing pages convert customers, but to keep things simple, let’s look at a few of the more effective ways of doing it.

Simplify Everything You Can

Simplicity is key to successful digital marketing. The average internet user doesn’t have the time nor patience to trawl through complex websites, not when they can get the same value from something simpler, somewhere else.

There are a few ways you can approach digital strategy development to make sure you’re keeping things simple:

  1. If you run an e-commerce website, skip the need for shoppers to register if they don’t have to, before they make an order.
  2. Links are great for SEO, but can be distracting. If they don’t need to be on the landing page, don’t include them.
  3. Make your terms and conditions easy to understand, and short enough to easily digest.
  4. Does your page have a lot of copy? Break up paragraphs to make it easier to read.
  5. Make sure that visitors can find what they want on your website in fewer than 3 clicks.
  6. Is every question in your submission forms necessary? If you don’t need to know it to seal the deal, take it out.

It’s How You Say It that Counts

While the type of information you give is important to getting visitors to convert, the way you lay that information out is arguably just as critical. 

So too are the options for communication that you give visitors to your site.

Here are a few things to consider in that regard:

  1. Offer a live chat function for those visitors who don’t necessarily want to deal with contact forms.
  2. Use the word ‘You’ far more frequently than ‘I’, ‘me’, or ‘we’. Remember that the user is the one that wants to benefit from your offers, not your business.
  3. Use active, and positive language in your copy. It is better at galvanising people to take action.
  4. If there are steps to submitting forms, make sure you give your visitors a progress indicator so that they know how long it will take.

Who are Your Visitors?

You need to know who your visitors are if you’re going to give them what they want on your website. Why are they visiting you? What are they looking for? What drives them to make a purchase?

Here are some ways to answer these questions and more:

  1. Create customer personas, fictitious personalities that represent your ideal customer. Who are they? What bothers them? Why do they need your offerings? What do they do in their spare time? What objections do they have when it comes to the sales funnel?
  2. Identify their pain points and their desires, even if you suspect they might not be aware of them. This will help you create and solidify demand for your offers.
  3. Map out a customer journey, try to get into their head as they move through your website. How can your website address their pain points at every step of the funnel?

Get Visitors to Take Action

If you want your visitors to convert into customers, you need them to take some kind of action. This could be getting in touch with you, adding a product to their cart, or getting directions to your store… to name a few.

So what do you need to think about to make these calls-to-action more effective?

  1. Try different types of calls to action to test which ones work best. These could be ‘Contact Us’, ‘Have us call you back’, ‘Order now’, or ‘buy now’, just as a few examples.
  2. If the copy on your website is long, consider placing a few calls-to-action in different parts of the page to give visitors numerous opportunities to convert.
  3. Place contact forms on relevant pages, such as ‘products’ and ‘services’ pages, and definitely have one on your ‘contact us’ page.
  4. Keep your calls-to-action driven by benefits to keep visitors interested,
  5. Create a sense of urgency (but do it sparingly) by saying something like ‘while stocks last’, or simply ‘contact us today!

Be Strategic About Placement

The layout and design elements on your website should direct visitors down the sales funnel to the point where they convert into customers. 

There are plenty of ways that you can design your site to do this, so let’s look at a few of the more popular ones:

  1. Be consistent in your corporate identity. Make sure colours, themes, layouts, logos, etc. are uniform across websites, branding, signage, ads, and any other creatives representing your brand.
  2. Put your most important information front and centre. Don’t make your visitors read through fluff to find the information they need.
  3. Consider putting a call-to-action above the fold, somewhere near the beginning of your content.
  4. Use design elements like alternative colours and blank spacing to draw attention to calls-to-action.
  5. Where images are used, try to avoid using stock images where possible. They are generic and have been used to death, and your users know it. Take your own photos, design your own graphics, or use paid image sites like Shutterstock to find authentic images.

Stick the Landing Pages

Landing pages are the ones that users are directed to when clicking on one of your ads or social posts. These are the pages you expect your visitors to convert on, which means they need to put their best foot forward.

Here’s how you can do that:

  1. Bring elements from your ad or social posts into the landing page to make sure they are recognisable to your visitors. This helps build trust in them, making it more likely they will convert into customers.
  2. Use breadcrumbs on your websites and landing pages to help visitors know where they are in relation to the rest of your site and make it easier for them to navigate it.
  3. If you have any 404 redirect pages, make sure that they add actual value. Instead of just telling visitors they have landed on an erroneous page, give them links to someplace more useful on your website; somewhere they can convert.

Get Help with Digital Strategy Development

If you would like to know more about services for formulating and executing comprehensive digital strategies, be sure to check out our website for details.