So, you have a website and may even be getting decent traffic – but you aren’t getting many sales.
Getting people to visit your site is only half of the battle. Your success will come from effective web conversion optimization. If you can’t turn your visitors into your buyer, then your profit will never be that wonderful.
Say you have a website that gets 100 visitors a month (a pretty low number), but they are all very loyal and interested, so you get a conversion rate of around 90%. You’d end up with around 90 sales per month.
In contrast, if you had a website with 1,000 visitors, but had a very low conversion rate of around 10%, you’d be getting around 100 sales per month.
These two examples have very similar outcomes, but in the larger site, you are doing a lot more work and gaining a lot more traffic, for barely any more success. What if you could get a high conversion rate on a site that had decent traffic?
It would send your profits through the roof.
Now, in fairness, most people won’t hit a conversion rate of 90%, but there are approaches you can take to make sure you have web conversion optimization and dramatically increase the amount of money your site makes.
One of the key tools for website optimization is the landing page.
Sometimes this term refers to any page of the website that a user happens to land on, while other times the term relates to a page (or pages) specifically designed to meet an objective, often to capture leads or to promote sales. Every so often, a landing page might be the home page of a website, but generally speaking, it isn’t.
If you are going to promote a specific product, perhaps a new one you have developed or something that just came onto the market, your first approach might be to promote it on your home page.
On its own, that is an extremely ineffective approach.
The home page is always a clutter of information and news – regardless of how simplified your site is.
If you promote a product on the home page, there is a good chance that your sales pitch will get lost in all the other information you want people to see.
The alternative is a landing page. Through a landing page, you can provide a lot more information and be more targeted in the information that you do provide.
Like every other part of your site, the landing page should look good and be appealing. This is actually more important than most of the site because you are trying to convince people to do one specific thing.
Get feedback on your landing page if you need to and don’t be afraid to test different alternatives. You need to know what approaches are most effective for your topic and what people are actually going to be interested in.
Getting Landing Pages Right
Landing pages can be challenging – because there are lots of ways to get them wrong.
With any landing page, you need to make sure the title is good.
A bland title will turn people away. You need to write a headline that grabs the attention of your reader and makes them curious.
Another thing to consider is the design of the page itself.
It’s tempting to design the landing page like the rest of your site, after all, consistency makes sense. However, the additional information from your header and your sidebar can actually harm conversions as it gives people more options about where they can go.
In fact, this is a good general rule. The whole point of a landing page is to direct your readers towards a specific behavior. The more options you give them, the less likely they are to take the one you want them to.
Even if you are just giving people multiple options about pricing offering choice can be problematic. How many times have you ended up doing nothing simply because you couldn’t work out what the best option was?
Now, the whole point of the landing page is to get your readers to do something specific, so you need to make it obvious what you want them to do.
Most of the time, the call to action is placed at the end of the post, but sometimes it can work to place the call to action in the middle of the post as well. Regardless of what approach you use, you need the call to action to be simple and make sense.
A final piece of advice for the landing page is to focus on how what you are promoting benefits the customer. Resist the temptation to toot your own horn as much as possible and everything you write should have the consumer in mind.
This means you should use You in any post a whole lot more often then I or We.
Using Comments to Your Advantage
Another approach you can take to increasing the conversions on your website is using the comments section directly. In particular, you can focus on providing people with links that answer questions they have.
These might be links within your site or they might be links to whatever site you happen to be promoting.
Comments can be an effective way of getting your point of view across without seeming too pushing or too much like a salesperson.
However, if you are going to do this, pay close attention to the way you respond to people in the comments section. You do actually want to provide answers to their questions and you don’t want it to seem like the only thing you want to do is get a sale.
The good thing is that the more you work at this, the better you get at it.
In fact, engaging people regularly in the comments is a good way to increase your authority. You can even do this on other sites, but again, be careful.
The way you respond in comments sections and in discussions is a direct indication of what you know about a topic and your credibility overall. This is why you should make an effort to respond to every comment that you approve on your site.
Look at the Statistics
It’s really important to know how people are behaving on your website and what posts are popular.
Google Analytics is a fantastic tool for this and one thing it tells you is how long people are spending on your pages. Normally, the more time people are spending on a given page, the more interested they are in the content.
Working out what pages are the most popular, and why, is one of the key steps to getting conversions.
Likewise, you can use Google Analytics to see what posts people are leaving at the beginning or at some point before they could have gotten to the end. This can help you work out exactly why they are leaving, and you can work on changing this.
Using Google Analytics also lets you experiment with your posts and the way you approach your website. You might try very different approaches with two articles and see which gets more interest.
Alternatively, you might change one or two things over time and see whether this has a positive impact on conversions or not.
Watch Out for Common Mistakes
So far I’ve talked about some major ways that you can increase conversions on a website, but you also want to make sure you avoid common mistakes.
One mistake that people often make is to not place enough focus on the quality of content.
Often when people don’t have a lot of time to write content, they start to get lazy about it. This may mean they post content with grammar or spelling issues, or that their content simply doesn’t flow.
It’s really important to make the content readable and interesting to read, otherwise, people will never even get to the point where you are trying to make a sale.
Another thing is that it is important not to be misleading.
For example, some people write the page description or anchor text to catch the attention of the reader but aren’t truthful in what they say. When that happens, the reader goes to the page expecting something different than they actually get.
This is a practice that is sure to annoy a lot of readers and many will leave your site on principle alone.
You can also lose people when your article is too much of a sales pitch, or when you don’t even include a sales pitch.
People tend to know when you are trying to get them to buy something. If you are being subtle about it, generally they will be okay, but the more aggressive you are the greater risk that you will lose conversions.
Finding the right balance can be challenging, but it is something you need to work on.
A good indication is that most pages should be more than just a sales pitch – although some landing pages are an exception.
Ideally, most of the pages on any website should provide value to the reader. After all, no one is going to want to read multiple sales pitches, particularly if you are promoting the same product or service the entire time.
Learning web conversion optimization can be tricky, but it is certainly worth the effort.
Realistically, the two things you need to pay attention to are your traffic and your conversions. Focusing on one and ignoring the other means that your profits are likely to be much less than they could be.
One of the best places to look for more information and training about web conversion optimization is Wealthy Affiliate and the training that the site offers extends far beyond just conversion. Honestly, I think it is one of the best resources out there for learning how to make money online.