Website Conversion – How to Convert More Visitors into Customers

If you want to generate more leads, more sales and more revenue from your website, there are 2 ways to do it.  Firstly you can use techniques such as SEO to generate more visitors.  The second way is less often used but just as powerful.  It’s optimizing your site so that more visitors are converted into leads or paying customers.

It’s a Numbers Game

Let’s illustrate this with an example.  Let’s say you run a solicitor’s firm and you’re collecting details of people that are interested in receiving more information on your clinical negligence services. Your existing website is getting 100 visitors a day.  You want as many people as possible to complete your ‘request more information’ form.  At the moment 1 person a day does this, giving you a conversion rate of 1%.

If you want to double the number of leads that you are getting, most people will try and double the traffic that they receive.  But the intelligent marketer will realise that by improving the structure of his site he may well be able to increase his conversion rate to 2%.  This will have the effect of doubling the number of leads that are coming from the site but the number of visitors is still the same.

There are many things that you can do to improve the conversion rate of your site.  These include improving the graphic design, making the site more user-friendly and making navigation easier.

In reality, many businesses will want to increase their traffic AND their conversion rate.

How to Improve your Conversion Rate

So what affects the conversion rate?  For different websites, there will be different factors that come into play.  This is why it is important to test and track, using a package such as Google Analytics.  But research has shown that there are certain factors that important.

If you are collecting leads and want people to fill a form, the design of the form is critical.  Some forms are just so unfriendly to the user, that they are ignored.

Certain colour schemes and position of images can influence how people interact with your site.  Executed correctly, this can increase the time that people stay on your site and the likelihood that they are to purchase from you.

If you have an ecommerce site where you’re selling a product online, there are design layouts that have been proven to work better than others.

Minor changes in design can have a big effect on the number of people that take the action that you desire.  Find out how you can start converting more visitors into customers by giving us a call on 01527 573770 or filling in our contact form.