At times, businesses are successful in driving traffic to their websites. They get a lot of visitors. However, the visitors only stay for a short while. They don’t buy anything before leaving. They may not even stop long enough to finish reading the article that brought them there in the first place.
Obviously, this is not something that any business wants. You want people to buy your product if you are selling one. Or you might want them to make an appointment for your service. If you’ve got an information-based website, such as a news or entertainment website, you want people to stay on your website for more than just a couple of minutes. You want them to finish reading what brought them there. And you want them to come back later when they’re looking for more information of the same sort.
In each of these cases, what you’re looking for is conversion rate optimization. You essentially want your viewers to become converts to your point of view. They need to be able to see how great your product, service or information is.
So how do you make this happen? There are many ways to do so. From making sure that your website is well-designed to providing interesting and actionable content. You need to figure out who your customer is and what s/he wants. Here are a few tips:
Understanding the Customer Profile
There are many ways in which you can collect information about your customer. Start by going over what you already know. If you have been in business for some time, then you must already have a customer profile. You already know if your target customer is young or old, male or female, professional or laid-back/casual.
If you haven’t been in business for a while, you can set up a way to gather information about the customer.
Surveys: These are an old-fashioned but useful way to get information about a customer, as long as you can get them to take the time to answer your questions. The best thing is to keep your surveys short and sweet. Allow people to answer in terms of points or stars so that they don’t have to write too much. And most importantly, collate the information well, so that you know what the results of the survey are.
Blogs and Social Media: Another way to get customer information is via comments on your blog and social media. People love to “like” things on social media. They also love to leave comments. What you need is someone who can read all these comments and tell you the results.
Live Chat: This can also be a great way of getting information about your customer. Of course, it’s a great way of giving your customer the information that they want. But it can also be a way of getting their feedback about your website and your online presence in general. You can find out what’s working for them and what isn’t. If you find that a lot of customers have the same question about your website when they come on live chat, then you know that that’s an issue which needs to be addressed.
Improving the Customer Journey
The way your website looks and the impression it makes on your customer is important when it comes to conversion rate optimization. Yes, you want to be able to use the information you’ve gathered about your customer via your online presence. But there are also certain other general rules that you might want to follow.
Website Design: The first impression a website makes on the customer is dependent on the colors, the layout and the website design in general. You want to make sure that your website isn’t too “busy.” But at the same time, it should not come across as too empty either. You need to find a happy medium between the two. Think back to websites that you yourself have liked in the past and what made them appealing. You don’t want to copy the way a website looks entirely but you can definitely take the elements that you think are working and apply them to your own website.
Images: Once this first impression has been made, you need to move on to other things which will help to keep the customer’s attention. In general, these can be divided into images and writing. When it comes to images, you want them to be clear and relatable. It should be easy to see what’s going on in an image. People shouldn’t have to look too closely to figure this out. Plus, the images need to be relatable which means that the viewer should be able to view himself/herself doing the same things that the people in the image are doing.
Written Content: The writing on your website has to be clear, focused, brief and understandable. This means attention to grammar and spelling, no jargon, no complex sentence structures or “big words” (they’re not going to impress your customer). Use a conversational, friendly tone. You can’t talk down to your customer. Neither should you try to impress them with the breadth of your knowledge.
Remember that the main thing is to consider the customer. Keep them in your sight. And try to give them what they want. It could be a product, a service or just plain information. It just has to add value to the customer’s life. As long as you remember that the customer is most important, you will be successful at conversion rate optimization. After all, if someone is getting what they want there’s no reason why they shouldn’t buy your product or make an appointment for your service.