When developing a website, most people get really excited about a site that is visually appealing, maybe even “cool”. Your website should be attractive; after all, it’s the first impression your visitor gets of your business before reading any content. What many web developers fail to put on their “to-do” list is to make sure the site will convert well, that your conversion rate will be as high as possible.
Strategically placed visuals and other aesthetics make a huge difference in how a website converts. Whether you develop your website on your own or hire professionals to do it for you, it often takes tweaking and testing to determine any hidden problems that may exist. If your website isn’t converting as well as you would like, perhaps it’s time for a “fresh” set of eyes to take a look. Oftentimes, someone trained in web design and copywriting can uncover the problem, or even help you understand the analytics side of things.
Can a search engine optimization company help with CRO? Actually, while you may think of an SEO firm as only dealing with the optimization aspects of your site, many are very skilled in conversion rate optimization. What you want is a company who is capable of analyzing content, images, testing various headlines, determining if you have a strong (and effective) call to action.
If your website doesn’t convert, what is the point, really? Sure, getting a ton of traffic is always encouraging, but if those visitors aren’t taking the action you want them to take when they visit your website, it’s pointless. Making sure you keep conversion rate in mind during the SEO and web development phases is essential, after all . . .
If you fail to plan, you plan to fail.
So, what does all of this mean for you? Content should be designed to engage your target audience. Play with the visual aspects of your website to see if it makes a difference in your conversions. Determine if your website may be upside-down. What? Yes, if your website is more concerned with what you want to communicate than providing solutions to the needs of your target audience, it’s upside-down. Put your ego in check (visitors really aren’t that interested in your life story, or how great your company is), and cater to the needs of your visitors. If you’ve never heard of conversion rate optimization, now you have – and you can see why it’s so important.
E.B.B. Interactive can help you with your conversion rate optimization. Have a website that’s not turning traffic into customers? Give us a call at 877-323-0661 for a free consultation.