Your website is not anymore an online business card, it should generate income for the business. This income should come whether directly through an online shop or indirectly through a lead form integrated on the website for the traffic that comes to it can approach your brand directly.

You can look at your website analytics and see some increasing numbers, but then you don’t see this numbers reflected on your balance sheet or bank account. When you attract visitors to the site, you need to think about why that visitors came, and which are their touch points with your brand. If they remain on the page, where do they click, and lastly why they don’t become a customer.

There are a lot of actions you can take to encourage your traffic to become customers, but first you need to understand the numbers. Only then you can decide what to change on the website, if the design, the layout, or if it misses call-to-actions.

All these steps should be done to optimize your site to convert a higher percentage of visitors into customers.

How can you improve your conversion rate on your website?

This is the “big” question, and that really depends on your current situation, your industry, and the amount of time and money you are willing to invest.

We give you just a few ideas you might want to look at:

Add, or change the color or place where are your call-to-action buttons:

These may be your ‘Buy now’, ‘Sign up’, ‘Request a quote’ or ‘Call us’ buttons. There are a few tools available on the that you can install on your website to track where your visitors click, stop or pay attention, and this information is really helpful when you are  improving your conversion rate. 

Make sure your phone number is seen by the visitors:  

Your phone number cannot be only on the Contact Page, or should be easy to see in each page of the website. Many researches suggest that many people don’t scroll down or spend little time on website footer or contact page, so make sure every visitor sees your phone number.

Clean Design:

Many websites are jam-packed with information all on the same page and it can be very difficult to the traffic to see what they actually want to see and find out the right information easily.  This is where your ‘call-to-actions’ can get lost and blend into the chaos. We know that by creating a “white space” around call-to-actions the percentage of conversion increases. Create a clutter free area of your web page to highlight your ‘buy now’, ‘sign up’ form, or telephone number.

You need to start measuring!

Google Analytics should always be your first tool to check where your website is failing before you begin any optimization test, and is completely free to use. Go to your report under the Behavior’ section on your Analytics account and start figuring out what is really happening in terms of behavior flow, bounce rate, and exits. Once you’ve established the page or pages causing the issues, then you can start testing. It is very important to run tests on different versions of your website to determine which changes are you seeing in your conversion rate.

You can start by making a list of all the elements you’d like to change and try them one at a time. Otherwise, it’s impossible to work out which change had the positive or negative impact on the website and consequently on your conversion rate.

We hope this article give you some ideas and motivation to look at your website analytics and make your website work harder for you.

AS Digital Team