The average website has only a three percent conversion. In other words, out of 100 people who come to your website, only 3 will make a purchase. So the challenge is how to get those other 97 people to make a purchase and increase your conversion rate.
Just getting website traffic is not enough; they need to buy.
Relate to Your Customer
Your homepage should immediately start building rapport with your visitors. Make sure it is very clear who you are, what you do and why they should do business with you.
Think about what you need to do to start a conversation with your customer. What are the buying habits of your customers? What language is being used in the searches to find your website?
Align yourself with your customer so that you are looking out for their best interests. Think of ways you can improve their buying experience on your website by using words that are familiar to your customer. Give them enough information so that it is easy to make a decision to do business with you.
Build Customer Relationships
Let your potential customers know that you understand their problems and that you have a solution to their problems. One effective way to do this is to put testimonials on your website. Make them feel that you can be trusted by posting testimonials from other satisfied customers. You can tell them how great your product or service is and how it is the right choice, but why believe you? It's better to have the positive statements coming from someone who has successfully done business with you.
Don’t you tell people how you solve their problems; let someone else tell the story. Testimonials are powerful and necessary to a successful web site. Testimonials not only say you can do the job, but they say how well you can do the job. And they are so much more believable than you trying to promote yourself. Let others speak for you.
Include testimonials throughout your Web site. Don’t make the mistake of having one page just for testimonials. Rarely will someone click to a testimonials page and read the whole thing. So, you are in essence wasting your time and resources with a testimonials page.
Instead, sprinkle testimonials wherever you think they might help convince your audience that what you are saying is true. Back up your statements with testimonials and you start building relationships with your readers.
Make It Easy to Find Information
The navigation on a website can make or break a website. You can have the best content in the world, but if readers can’t find what they are looking for, they will leave.
Use simple, descriptive headings and subheadings to direct visitors throughout your web site. Put keywords in the headings and subheadings so that the search engines have an easier time indexing your pages.
Think about the problems you solve for your readers and make sure you offer solutions to those problems. Remember, people are searching for information and solutions to their problems.
The easier you make it for them to find information, the more likely you will be able to entice the visitor to stay awhile. And, the longer they stay, the more likely you will gain a customer.
Conclusion
More than ever, in these bad economic times, companies need to improve communication with customers to increase website conversion. Making sales on a website is more than generating traffic. To increase the conversion rate, consider relating to your customer with easy-to understand language, build your customer relationships through testimonials and make the website navigation easy to find information.
