The ultimate goal of internet marketing is to get a consumer to take the desired action. This most often comes in the form of a sale. However, it could also include getting someone to sign up for your newsletter, make a donation, or simply make an account on your website. Whatever your goal, there is a measurable metric of success — did the visitor perform the function or not?
This is your conversion rate. Think of it as converting a visitor to your website into a customer. For example, if 100 people visit your website and two of them complete a purchase, that website’s conversion rate would be 2%.
The conversion rate is very useful because it shows the effectiveness of the relationship between website design and internet marketing. Internet marketing will get the potential customer to your website, but the design is what guides them through the desired action.
A low conversion rate can signify the need for changes to the website design, as well as the internet marketing strategy.
Quick-Loading Web Pages
The ability of your website to quickly display the information and images is very important to the bounce rate. This measures how many people click off of your website before digging into it. And a high bounce rate means your chances of a high conversion rate are quite low — no one’s going to perform the desired action if they immediately leave your website.
Focusing on streamlining your web pages will keep the load time low. This can be accomplished by reducing the number of plugins, reducing redirects, using proper image sizes, and more.
Relevant Landing Pages
This is where internet marketing and website design need to work together. If your ad targets a specific service, it should lead to a landing page dedicated to that service. Don’t link a specifically targeted ad to your homepage. This creates more work for your visitor which decreases the chances they’ll follow through with the desired action.
You want the visitor’s experience to be seamless — they have a need, your advertising gets them interested in your ability to fulfill that need, they visit your website where they find information proving your abilities, and then the sale is completed.
A call-to-action (CTA) is what inspires your visitors to complete a certain task. It is meant to urge them to follow the link to more relevant information regarding that task. These need to catch the eye of the visitor. Nobody is inspired by boring and repetitive imagery or phrasings.
CTAs don’t have a standard template that works for every business. You need to find out what version will inspire your visitors. Is it a button? What’s the wording of these buttons? Does it involve an image?
Your conversion rate will tell you if your CTAs are effective or not. Make adjustments in relation to the rate of successful conversions.
Highlight Important Information
The engaging website design should also be informative. Your website has a specific goal and it should be clear as soon as a visitor opens your homepage. Distractions only confuse the visitor and obscure your messaging and goals.
Make sure your visitors are able to gather relevant information quickly and easily. Your website should include compelling content that is also direct and clear. A visitor that doesn’t understand your services is very unlikely to use them.
Images, videos, unnecessary pages, and more can steal the potential customer’s attention away from the information that will help them understand your company better. Highlight relevant information by removing irrelevant information and images.
Prove Your Worth
People want to do business with websites they can trust. This becomes even more important if you’re asking them to sign up for recurring newsletters, offer donations, or anything else that continues into the future. An attractive and navigable website design will establish a base level of trust, but there are other ways to solidify it.
Testimonials, case studies, and lists of notable previous clients immediately show a potential customer that you know what you’re doing. A previous customer explicitly stating your expertise is very convincing to a new visitor, as are examples of previous work that showcases your abilities.
Offer Lead Magnets
Lead magnets are a great way to establish authority on a topic at the same time as gathering a potential customer’s information. Email addresses can be quite useful when it comes to announcing new products or promotions, which can lead to returning customers.
This is done by providing useful tools to potential customers. Examples include ebooks, webinars, demos, and much more. There are a fairly wide variety of lead magnets that you can offer. This is good because the wider variety you provide, the more people you’ll have signed up. Not everyone is going to want the same lead magnet, so providing a variety of offers essentially casts a wider net.