It’s easy to spend much of your time and energy worrying about getting users to your website. But once there, do these visitors do anything useful? Are your clicks and site visits leading to conversions or other desired outcomes?
Build a website that delivers results and your advertising ROI will greatly benefit. Here are a few simple tips to help your website turn more visitors into customers.
Provide Relevant, Useful Content
When a user sees your ad and clicks through to your landing page, chances are that they know exactly what they are looking for. Keeping this in mind, try to create landing pages in your website that are directly related to the content you referred to in your ad.
For example, if you run a store which sells camping supplies and have a special sale on lanterns you’re advertising for, make sure that when a user clicks on your ad they are taking directly to the page which features the lanterns that are on sale.
If possible, make the page’s headline identical or at least similar to, the text used in your ad. Keep the navigation a user has to do around your site to a minimum. The longer a user has to navigate on your sight to get to what they’re looking for, the less likely they are to convert.
In our camping store example, a solid landing page would include a prominent headline announcing what is on the page, a call to action button such as “buy now!” or “order now!” enabling a customer quick access to a checkout, and high quality images or video of the lanterns in action or on display. These together make for a more successful landing page and can all help to increase conversions on your site.
Make Your Site Easy to Navigate
Ideally, you want your site to be informative, but not overwhelming. Keep navigation links to a minimum so that users don’t have to go digging through page after page of content to find what they’re looking for.
A search bar is a fabulous tool which can save users time by taking them right to what it is they’re after. For each conversion you want to drive your users to, make sure it is obvious and prominently displayed on your site.
To drive customer orders or calls, make sure your phone number is easy to find and that you specify that that is what you want the user to do. If you want the user to fill out a form with their information, make that abundantly clear on the landing page.
Another easy tip for making your website easy to use is to remember to place all of the truly important information as close as possible to the top of the page. This prevents users from having to scroll down to find what they’re looking for. Every bit of effort you can save your users from having to exert is one step closer to making them a potential customer.
Finally, don’t forget about mobile devices! Phones, tablets, and other such devices are rapidly becoming the primary means by which the average web users consumes content and clicks through ads. Because of this, make sure that your mobile site caters to the smaller screens of these devices and keeps your mobile users from being frustrated by things like pop up ads or tiny, impossible to activate search fields.
Offer transparency and build trust
A great way to build positive association between your company and potential customers is by personalizing your website. Options for this include pictures or videos of satisfied employees and customers, user reviews and testimonials, and an “about us” page, where potential customers can get a better idea of just who your business is and what it represents.
It is hard to overstate how important it is to your business to build a website that delivers results. The customer journey toward making a successful conversion does not end with a user clicking on your ad. Hopefully you’ve learned about some great ways to maximize conversions by focusing on your website and your landing pages, making them work in sync with your ads for you.