How to create a website or a project for my client that brings me concrete results? How do I know if a site is having success or not? What are the actions to take to improve conversions? If you are interested in learning more, the information you will read below will be useful.
First, what is the Conversion Rate? The Conversion Rate, or, in Italian, is the ratio between the number of visitors to a page or website and the number of visitors who have carried out an action considered strategic, called a conversion. This is the main objective of any website that does not want to be a simple business card. Can be:
- the sale of a product or service
- to call
- the request for information or a quote by filling in a form
- newsletter subscription
- registering on a site with a paid reserved area
- sharing content on social networks.
So, how do you create a website that achieves a specific goal?
How To Create A Website That Converts?
According to the numbers, there are at least two ways to increase website conversions. The first consists of increasing visits (keeping the conversion rate unchanged as visits increase. Statistically, conversions should also increase).
The second consists of keeping the number of visits constant instead of improving the conversion rate. To create a website that converts, it is necessary to work on both fronts, both on visits and the conversion rate, and therefore on the user experience of the user who lands on a website page.
Open The Doors To Your Site!
To make a website that brings concrete results, you must first bring a critical mass of visitors to the site. Like? Optimizing the website for search engines and through Pay, Per Click online promotion campaigns and remarketing directly to the site. It is also important to use all the communication channels available:
- newsletters
- social networks
- address at the bottom of company emails
- address in offline communication media (catalogs, brochures, quotes, gadgets, etc.).
Improve The Loading Of Your Pages
In addition to working on increasing visits, it is essential to improve the user experience of the site starting from its loading, which must be as fast as possible. For a visitor, waiting a few more seconds to consult a page is already a good reason to abandon it and go elsewhere.
Clarify Your Core Business Immediately
Whether he has only a few minutes or even hours at his disposal, the visitor wants to immediately understand where he is and find what he is looking for right away. This is why it is very important to create a logo and homepage that can immediately clarify the core business and identity of the website.
Beautiful, Yes, But Above All, Easy To Use
To create a website that converts, aesthetics must always be put at the service of usability. A website must be not only attractive but also easy to navigate. The contents must be easy to find and the information easy to read. An intuitive menu, designed based on the average user’s behavior, is a must.
Insert a search space and contact a professional copywriter to draft texts according to speed reading and persuasive copywriting formatting rules. It’s important to use simple fonts and remember that sometimes a picture is worth a thousand words. Also, speak through photos, which must be professional, images and short videos.
Ask To Take Action
The call-to-action (literally “call to action”) is a set of texts and images, usually a button, which expressly asks the user to act. The text of the call to action must be short, direct and persuasive. In a few moments, it must convince the user to act (“click here, call now, contact us now, buy today” are typical examples of calls-to-action). The colors of the button also play a decisive role. The best colors for a call-to-action are:
- the orange
- the yellow
- the Red.
On the other hand, blue should be avoided, which could push the user to reconsider the action. The button should also be placed in the most visible area of the website, generally at the top or bottom right, depending on the flow of content.
Too Much Information, Too Little Information
More information is equivalent to giving the user little information and, in any case, making him confused and undecided about the action to take. Better to reduce the calls-to-action to a few clear actions from which the user can choose with complete peace of mind. A useful exercise is then to synthetically specify the user’s benefits from carrying out the action (buy today, save now – subscribe to the newsletter, you will be the first to know, etc.).
Analyze, Analyze, Analyze
To create a website that achieves the set goal, monitor visitor behavior and conversion progress, proceed by trial and error, and adjust the site along the way based on statistical evidence. Consider very seriously doing A/B testing (also called split testing) to find out which version of a page, button or text performs best.
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