Conversion 101 – Is your website broken?

Posted on: April 1, 2011

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You’ve increased traffic to your website, now what?



Every eyeball is a potential sale. Website conversion is the process of directing eyeballs towards clear paths of action. Immediately upon arrival, site visitors should know what your message is, see your contact info and be presented with obvious ‘call-to-action’ instructions. Each of these conversion elements should appear ‘above the fold’ of your website (visible without scrolling down)…

PHONE NUMBER

This is an easy one. Assuming your business accepts inbound calls, your phone number should be prominently featured at the top of your website. Tip: format your phone number as text, rather than as an image. This makes it readable to search engines and enables ‘click-to-call’ functionality on many smartphones.

CONTACT FORM

Depending on the type of business, Internet users are often more likely to fill out a SHORT contact form than dial your phone number. Attach enticing ‘call-to-action’ phrases to the form: ‘FREE QUOTE’ or ‘FREE REPORT’ for example.


CALL TO ACTION

‘Call to action’ instructions tell the visitor what to do once they arrive at your homepage. Not only do they help the user’s experience, they also direct them to areas of the site you would like them to see. ‘Call to actions’ may come in the form of eye-catching visuals or plain text instructing visitors to ‘click here’ or ‘start now.’


TWO-SECOND RULE

One, two . . . you lost their attention. Web usability tests demonstrate that you have two seconds to capture and keep a website visitor’s interest. Since first impression is everything, you need a simple but attention-grabbing graphic (e.g., the image above immediately says, “I’m selling a book.”), a clear value proposition and an easy to follow ‘next step’ that will hook the visitor.


AVOID DEEP LINKING

Same as the two-second rule, visitors don’t like to click through more than two links to find the information they’re looking for. If you’re offering a product or service, you want to make sure that visitors are never more than one or two clicks away from ‘buying’ or ‘requesting’ what they want.

How does your homepage incorporate these elements?

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