5 Tips to Convert Visitors to Customers

Does your website work? Yeah sure— it loads, the links work and and you don’t get any ‘page not found errors’.  That only means your website functions properly. But, does it really work? Does it sell or drive business well? 

How well does your site convert visitors from search to homepage to customer?

How well does your site convert visitors from search to homepage to customer?

Most small to medium business owners would answer no. The others that answer yes, could most likely see a greater return based on the statistics. The average website only converts about 2% of its visitors into viable leads or customers.

With all the promises of the internet, most of us expected more from a web presence. So how do we do better?

1. Know Your Market

Make sure you identify your market. Your technical SEO efforts mean nothing, if you focus on the wrong keywords. Your customers have unfulfilled needs, that’s why they’re customers. Ensure that your keywords match your customer’s needs.

2. Match Content to Your Market

SEO gets your site ranked at the top of the heap. Now the user visits. Whether the user ‘bounces’ or stays depends on your content. Make sure your content addresses the needs of customers.

3. Build Funnels

I often see keyword ads that direct users to landing pages, that immediately propose the offer. In some cases this works, but most consumers have questions. That’s where funneling plays an important role. Offer multiple choices on your landing pages. The all or none approach leaves you very little room to persuade.

4. Write Good Copy

What you say plays an important role in conversion.  How you say it plays just as an important role. Your users will find certain words more compelling than others. Professional marketing copy helps to convert visitors.

5. Test Your Content

The most important tip of all. Utilize your website metrics to better understand what content works and doesnt’ work. Its rare you that you will build the perfect funnel or write the perfect web copy the first time. You need to vary copy, funnels and page layouts to find the most compelling combination.

Experts call this multivariate testing, or Conversion Rate Optimization (CRO). If you haven’t heard of it, you will.  CRO will be what separates the most successful web marketing strategies, from the also rans. Here’s a great article on CRO if you want more information.

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