The conversion is in the details. And, when it comes to websites, details are so easy to miss. So, here are a few quick fixes that you can implement to improve your conversions:
1. Increase Interactivity
Your website is just like a physical store. The more engaging it is, the higher client satisfaction and sales will be. Clear calls to action, targeted landing pages, actionable website content, and visible social media buttons are a few elements that make your website more interactive.
Social media buttons help people share your content to other people with similar interests and needs. These days, every site has a social media button on their website. But the problem with having them prominently displayed in the header is that you are driving traffic from your website to the social media platforms.
The correct way of placing the links is at the footer along with other action buttons, such as email subscriptions, etc. Moreover, the number of social media buttons should never exceed the three to four major platforms.
2. Site Search
It is surprising to see how many Webmasters ignore this very simple feature. Almost all the websites proudly have a box at the top right side, but very few actually work and even less actually deliver any relevant results.
E-commerce sites especially need to have site search functionality in a proper working order. If the site search does not work, please remove it completely, rather than frustrating your visitors. An easier solution is to use Google Custom Search on your site.
Ideally, your search box should be able to deliver specific results by the search term. Then it becomes an effective way of navigating the website.
3. Layout and Navigation
No matter how wonderful your products or services are, if your site is not navigable you will have very high bounce rates, not profits. Your site's navigation and layout decides how visitors will use your website.
You should consolidate your navigation and remove all the links that don't deserve to be in the main navigation. If you have an e-commerce website, you should use the CSS-based mega menus that are both attractive and easy to use. This will also help users understand the parent and child pages better.
In fact, in this day and age, you have a choice of expansive layouts that will do justice to all your content, such as videos, photos, and text.
4. Dated Design
User experience is more important than ever before. Given the high-quality websites your competition may have, your website will look even worse in contrast if it is not up to date. Your website should reflect your brand image and your values.
Moreover, given the popularity of mobile and tablet devices, your site should be responsive and multiple device compatible. No matter what device the visitors use, your website should be a seamless experience across all screen sizes and resolutions.
Unless extremely necessary, avoid using Flash. Generally, you have three to five seconds to impress a visitor. So, your site should be clean, professional, and should properly represent your business.
5. Contact and Address Information
Every website should have proper contact and address details in the contact page and, if possible, in the footer. There are no excuses for not having an address on the website. Only transparent websites evoke the trust that customers need to make a purchase. Clearly, any business that is not forthcoming with this basic information is not worth the trust.
It is also good practice to make it easier for people to reach your business. People may want to reach you through different mediums - phone, mail, social, or visit - and you should make it possible. It also helps in local search rankings when the business address is properly displayed.
None of the above steps are too complex, expensive, or overwhelming. A little effort in this direction will go a long way in making your website way more profitable.
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Navneet Kaushal is the founder and CEO of PageTraffic. A leading search engine strategist, Navneet helps clients maintain an edge in search engines and the online media. He has helped value-conscious businesses build site traffic, increase the user base, boost web sales and bolster customer satisfaction. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies in Asia. PageTraffic's solid results and acclaimed process has earned it a place in Red Herring Asia Top 100 and Topseos's global top 30. He is also an expert panelist on various forums including TFM&A India, 42inception and more.
March 19, 2014