Here are six pointers on how to turn more of your website visitors into customers, this is something that has to be considered when optimising your website to obtain more traffic.
It’s important to remember that your website will only cost you money when your visitors don’t convert into paying customers & for that reason, it’s important that you get the basics right:
1. What’s your website’s USP i.e. what’s in it for the visitor?
In reality you have only a few seconds to keep a visitor on your page by capturing their attention. If they’re not convinced within seconds that your site is worth reading, they’ll simply go elsewhere! By sending out a clear message that tells visitors what problems your product or service will solve for them you will vastly improve your chances of them becoming a paying customer. This piece of information should be presented as prominently as possible with graphic illustrations wherever possible, to add to the feel of the page.
2. Is your website trustworthy? Does it portray the fact that you run an honest business?
Tell your visitors who you are, don’t hide your address and make your contact telephone number prominent (landlines are best). If possible show customer reviews. Use whatever evidence you can put in front of your website audience to show them that you are the ‘real deal’ and that you can be trusted. Promote the fact you are a member of an industry recognised organisation and don’t be shy to talk about any awards your company has been awarded.
3. Does your website look professional?
Another way to create trust is to use a professional website design. Avoid clutter and extreme colours. Use a ‘clean’ design that makes it easy to read your web pages. If your website is displaying adverts consider if they are distracting your audience away from your precious content. Your website visitors might also wonder why your site shows so many ads for other companies when you’re supposed to be representing your own business. Creating doubt in their minds as to whether or not your business is a serious player in the marketplace is not to be recommended!
4. Make it as easy as possible for visitors
Tell them in easy to understand terms what you want them to do: “Download the free demo”, “Create a free account”, “Subscribe to our newsletter”, “Add to basket”, “Checkout here”, etc. Focus on a single task at a time and state why it would be good for the customer to complete that procedure. The less your site visitors have to think about, the more overall transactions you will witness.
5. Make it a risk-free experience for potential customers
Strongly underline your respect of customers’ privacy and remove any unnecessary fields from your sign-up forms. Avoid registration forms where possible but if they are needed then make them as short as possible. The more fields a form contains, the less people will tend to be bothered about completing it. By all means offer money back guarantees and other promises that prove to your audience your website is risk-free and that you are a brand to be trusted! Try adopting review websites and use the positive feedback you gain to your advantage.
6. Give search engines what they want while pleasing your website visitors
Creating on-page content without disrupting the user experience is crucial. It’s imperative to deliver on the page what the headline is portraying – the content has to be relevant to the page title presented to the search engine user. Increasing the conversion rate for your website is an easy way to increase your revenue without increasing the number of website visitors. The higher percentage of visitors that become customers, the more you will earn when your website gets listed on Google’s first page of results!
Obviously there are many more aspects that will enhance the user’s experience and the more you can refine this ‘customer journey’ the higher the rewards and returns you can expect.






