Boost Your Web Site Conversion Rate to Boost Profit
Improving the conversion rate on your web site is your key to building a profitable digital marketing operation. Take an experimental and analytic approach to your site—try new things and measure the outcome—to optimize for high converting web pages and a site that increases your sales.
What does conversion rate mean?
Your web site’s conversion rate is calculated by dividing the number of people who take an action by the number of people who visit your site. A conversion is defined as a person taking a desired action, which could mean signing up for something, downloading something, or buying something.
Obviously, the higher your conversion rate, the more you will sell, and greater your revenue. Focusing on making every page of your site contribute to conversion should be your top priority.
Don’t send visitors to your home page
If you send everyone to your home page, you are sending the same generic message to every visitor. Not all customers are the same, have the same interests, or want the same things. And if you are selling more than one product, sending them to your home page makes visitors to have to work to find what they want. Furthermore, home pages function as more of a general welcome to your site, your company, and your brand. They are rarely optimized for selling. They are rarely high converting page.
It is better to create finely targeted, sales-oriented landing pages. There’s no limit to the number of landing pages you can create. You can create landing pages for each product, for seasonal specials, for a current need driver, and any number of focused custom messages.
Furthermore, you can experiment to your hearts content—something that is critical for discovering what works best. Having multiple home pages is not practical or advisable, limiting you to a single static message.
Landing pages are sometimes called squeeze pages, because they squeeze visitors along a specific path to action. You must tailor your landing page to your call to action and to the message you used to draw people to visit in the first place. Indeed, you should literally match and mirror the language of the pitch, followed by a highly relevant and easy to understand pay-off.
If you are buying Google Adwords, your ad message must be mirrored on your landing page or you will be penalized. Moreover, promising something in your ad that doesn’t match what is on your landing page will confuse your visitor, likely making them click away. Avoid distractions and resist the temptation to include other offers and other links. Google will penalize you further and your visitor will be even more confused.
Maximizing your conversion rate
Boosting your web site conversion rate is a process—there’s no magic bullet. The process, however, is not rocket science. Here are some tips for creating a high converting web page that you can use across your entire site and on key pages:
People new to digital marketing sometimes obsess about the wrong things on a web site. When you design a page, don’t think about what you like or what you want, think like a customer and test. That is the only way to get past what you think will work to find what you know will work on a high converting web page.