Website conversion tactics | SEO Drives Activity – Activity Drives Sales

I use this in our SEO training and have many client meetings on the topic. Many website developers profess to be experts, but few will agree to be measured on it.

Nobody likes being manipulated, misled, or coerced. Being persuaded to perform an action is, however OK. It’s called buy-in. The user’s choice is at stake, and the user remains empowered. Users who have “bought in” also usually return and become repeat customers. This is what’s known as a conversion when it comes to website traffic.

So can we persuade website users to perform the required choice of action and get more visitors to do this? Consider your last sales experience.

Colours by Paulo Brandoas via Flickr Creative Commons

Think about your last purchase:

On average, the sales person probably presented some or all the following attributes to close the sale:

  • They presented well, were likable, helpful, and credible, and appeared sincere, knowing their own field of expertise well, and could answer the questions you asked
  • They provided proof of the product by either having used 1 themselves or having a close friend who did
  • The big sell didn’t happen upfront; it was through a process you found hard to back out of, a series of small yes’es. Do you have this issue? Have you experienced that? Would you like to try this? And so on.
  • Answered the small lingering doubts subtly, such as warranty, returns, hidden features, there was no way back, no excuses not to buy
  • They made it personal, how this product would meet your needs
  • They had a close. “We only have x in stock”, or “We have a special on this week” etc. Would you like me to get one from the back for you?

Who is your customer?

Ok, so a website works differently, but just to add some complexity: We are different and behave differently in the purchasing process, sometimes exhibiting different behaviors for different products. Recognize some of these traits below.

    • Direct approach: They want to know outcomes, results and answers. Just the facts please. This group will also put off a purchase if there is more to gain from waiting. They are smart and want options that make sense on all fronts not just financially and to be able to control the option they choose.
    • Methodical buyer: They work through a process, understanding the product attributes, features and price. They work toward a deal and need information to decide on what that deal should be. It can be very tiring for the salesperson who can easily lose the deal due to a lack of patience.
    • The Feeler: They focus on the human side, wanting to understand the product impact on others and the environment. They may put themselves second. They also are easily influenced and want to see testimonials or endorsements from perceived people in the know. Low levels of product knowledge but lots of external positive influencing factors.
    • Spontaneous: They are impulsive and excitable, they go to buy groceries and come home with a flat screen TV. They need the answers quickly, stock must be available and the ability for them to walk out the store with product in hand is important, or you may lose the deal. These people may drive around for a day seeking a specific product, and not give it a second thought the next day.

Do you know your customer? Do you accommodate each of these groups?

Onto website conversion. How to minimize that bounce rate and get more than your fair share of conversions. I mean really get on top of this from the ground up, not just at a superficial level with some feel-good A/ B testing.

Simplified Conversion factors to consider

1. Create a good first impression:

You have around 3-5 seconds:

  • What does the user see first to keep them there?
  • How fast does the page load?
  • Does the page load without errors?
  • Do you have a credible and professional logo, slogan and overall website look and feel?
  • Are you unique or do you look like all other websites? That’s the problem sometimes with best practice.
  • Do you have a contact us page, about us, terms and privacy policy that is easily accessible?

Does your website come across as a trusted, credible and quality website, ready to meet their needs? People will only convert if they feel comfortable. Discomfort in many cases = risk.

2. Where to next with navigation?

Now you have them on your page. What do you want them to do? Push the big red button with “BUY HERE” or “FREE TRIAL” on it? Alternatively, let them hunt around hoping they find the grey’d out link in the footer?

Website navigation takes many twists and turns. Make sure you understand your customers’ needs take them through a process and make it easy to convert. Keep in mind small purchases with low risk require no process, while larger high value purchases may require several visits, research, and even discussions prior to making the decision.

Do you take them through a process of small yes’es, logical next steps, which attempt to obligate them to buy? A process of persuasion subtly answering questions and concerns along the way to the end goal. Big yes’s upfront can equal big no’s.

3. Provide relevant content to support different user requirements

Include detailed and engaging information, images, tools and videos on product features for those researching, provide testimonials for those needing to be persuaded, provide a streamlined process with an overview of features for those impulsive buyers.

What information does your average user need to convert? How have you positioned this information on the website? Are your differentiators, product features and needs clearly defined? Is the real problem or issue your product or service addresses clearly articulated?

Do you answer the little alarm bells ringing for the customer such as return policies, money back guarantees and privacy? These may not differentiate you but need to be there to put you on par with competitor sites.

Identify the tickets to play items with respect to conversion and the real differentiators or unique propositions you offer. Map these out and consider how best and when they are communicated to the user to support the conversion process.

Can you answer all their questions, supporting their decision to purchase no matter what the buyer type is? Is this a series of little yes’es, taking them down the road of conversion?

4. Continually develop conversion processes to close

Link points 2 and 4 above together. Think about where users enter your site. Search engines will deliver them to different pages throughout the site based on search terms. Think about how you want people to navigate, given how they might interact to convert, and ensure these conversion paths are easy and simple. Monitor Analytics to establish common user paths through the website and improve both primary and secondary conversion paths and actions, continually.

Does the website close well? When the user has enough information to buy, can they? Or do they need to hunt around looking for the place to do it?

5. Test everything

Test and monitor everything from headlines to action buttons. Be patient, analyze the data, and make informed improvements. Document your process.

In summary, then:

  1. Tell them what you want them to do
  2. Make it easy for them to do
  3. Tell them when they’ve done it

Planning your site’s conversion processes is more than just deciding where to put a button on a wireframe. It is an integration of customer understanding, site content, and process design. Get it right and the value of your website will increase substantially. Get it wrong, or don’t bother, and you may be missing opportunities. The traffic is there, the investment is done. You may as well convert more of them.

Transform your website’s potential into conversions – master the art of engaging users, guiding their journey, and driving sales with effective SEO-driven tactics. Contact us

FAQ: How can I improve website conversion using effective tactics?

As website conversion becomes an essential factor in digital marketing strategies, understanding how to improve website conversion is of vital importance. This whitepaper will provide expert insight and practical strategies on how to increase convert rates on your website. I have extensive knowledge in improving conversion, so please take advantage of my expertise and share this knowledge.

Understanding the User Experience

To enhance website conversion rates, you must start by understanding the user experience. Your website must be simple for customers to use and visually appealing on all devices, while loading quickly for maximum conversion rates. A cluttered design or slow pages could deter visitors, so invest in responsive web design with pages that load rapidly for maximum customer retention. This creates a strong first impression and encourages visitors to explore further.

Crafting Compelling Content

Quality content is a cornerstone of effective website conversion. Ensure that your content is not only informative but also engaging and persuasive. Use clear and concise language and engaging visuals to highlight the benefits of your product or service, with persuasive calls-to-action (CTAs) that guide visitors towards taking desired actions, such as making an online purchase or filling out contact forms.

A/B Testing and Optimization

A/B testing is a powerful tactic for improving website conversion. Create multiple versions of your web pages and test different elements, such as headlines, images, and CTAs. Analyze the results to identify which versions perform best and then implement the winning changes. Continuous optimization based on data-driven insights will lead to better conversion rates over time.

Effective Use of Social Proof

Social proof is a trust-building tactic that can significantly impact website conversion. Include customer reviews, testimonials, and case studies to showcase the positive experiences of previous clients. Additionally, display trust badges, certifications, and any awards or recognitions your business has received. All these elements build credibility and trust, making visitors more likely to convert.

Streamlined Checkout Process

An intuitive checkout process is vital if your website offers e-commerce. Reduce the steps necessary so it is simpler for customers to complete their purchases. Allow guest checkouts, offer multiple payment options, and ensure transparent pricing. Abandoned shopping carts can be reduced through a hassle-free checkout process.

Focusing on user experience, creating engaging content, A/B Testing and Optimization, social proof leverage and streamlining checkout processes will all help increase website conversion. By following these strategies you’ll increase conversion rate as well as online presence. But keep in mind that ongoing monitoring and adaptation are the keys to success in today’s ever-evolving digital landscape.

Step-By-Step Process for Improving Your Website’s Conversions

  1. Assess the usability of your website by considering design, speed and responsiveness.
  2. Produce engaging and high-quality content that emphasizes the benefits of your product or service.
  3. Implement clear and persuasive calls-to-action (CTAs) throughout your website.
  4. Conduct A/B testing to identify which page elements perform best and make data-driven changes.
  5. Incorporate social proof through customer reviews, testimonials, and trust badges.
  6. Make sure the checkout process for your ecommerce store is intuitive and streamlined.
  7. Optimizing your website for mobile users has become ever more essential as more and more people access websites from mobile devices.
  8. Google Analytics is an invaluable way to track the performance of your website.
  9. Concurrently analyze data and adapt accordingly based on user feedback and preferences.
  10. SEO can boost your website’s presence on search engines and lead to more organic traffic.
  11. Consider employing email marketing campaigns in order to engage past visitors and convert them to customers.
  12. Create landing pages with focused content and CTAs tailored to specific marketing campaigns.
  13. Consider implementing chatbots or live chat support to assist visitors in real-time.
  14. Keep your website’s design clean and clutter-free to enhance the user experience.
  15. Develop a content calendar to consistently produce and share valuable content with your audience.
  16. Explore paid advertising options, such as Google Ads or social media advertising, to drive targeted traffic.
  17. Collaborate with influencers or industry experts to expand your reach and credibility.
  18. Regularly update your website’s security measures to protect user data and build trust.
  19. Implement remarketing strategies to target visitors who have previously shown interest in your products or services.
  20. Stay informed about the latest digital marketing trends and adapt your strategies accordingly to remain competitive and effective.

By following these steps, you’ll be well on your way to improving website conversion using effective tactics and achieving your online marketing goals.

This article was updated on November 27, 20

See jbolt's author page for links to connect on social media.

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