Friday, 27 January 2012

Customer Conversion–How to Improve your Website Optimisation

Customer conversion is clearly the name of the game once a visitor arrives on one of your landing pages and to improve your website or on-site optimisation there are certain actions you need to take.  All the great keyword research, title tag and content optimisation in the world won’t help you if you don’t drive your customers to buy your products or service, and you have very little time in which to do so.

The first thing you have to consider where customer conversion is concerned is what exactly do you want the visitor to your website to do, and then make sure that your message is clear. 

Remove as many alternative choices as possible, so that rather than browse your landing pages and be confused by numerous options your visitors are clearly driven to the path you want them to go down, avoiding distractions on the way and unnecessary content which will most likely not be read.

People will arrive at your website looking for something, either via search, an ad, or because they know that they can find it with you.  Make sure that you make it clear from the start that they’ve arrived at the right place by your landing page usability.  The quicker and easier you make it for your customer to reach their destination the more likely they are to convert.  And customer conversion is the only thing that matters.

You need also to immediately make your visitors feel at home on your website by demonstrating that you are a trustworthy place from them to buy from.  There are certain ways to do this, which I’m going to be writing about next.

In essence you need to do the following:

Make it easy for your customer to do what you want them to do
Remove unnecessary choices and distractions
Fulfil their desires
Increase their trust in you.
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And if you’d like any help or advice on your website please contact me at phd@thesiteguide.com, and check out the Retailers Area at www.thesiteguide.com.

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