Architects of website conversion success
Kirsty Murray, marketing manager at Market Makers, of Portsmouth, writes about his past seven days.
This week we've been working with a number of our clients on the performance of their websites.
It's a fact now that most businesses have an online presence and they probably have a good idea of how to drive traffic to it.
The problem they now have is getting that traffic to reach the right outcome and convert to either an enquiry or a sale.
The focus then turns to the website and what changes can be made here to maximise conversion.
This is where what we call 'persuasion architecture' comes in.
To create the right persuasion architecture, a detailed analysis of the site should be your starting point.
How are customers entering your site?
What do they see first? How does what they see work to keep them on your site?
What percentage of your visitors leave your site after only viewing your home page?
This analysis should be taken through the rest of your site, imitating your customers' journey so you can see if you have put any obstacles in the way of conversion or aren't making it easy enough for prospects to take the next step.
It's surprising what you'll discover when you do this, as many firms never test or use their website in the same way their prospects would.
Because we all have a level of understanding or knowledge of our own product or service, it's often hard to take a step back and place ourselves in the shoes of our clients.
What do they want to see? Are we assuming too much or too little knowledge?
Once you've done this you can start building navigation that guides your prospects through the journey they want to take, but leads you to the outcome you both want.
If you're already measuring your conversion from visit to enquiry, by incorporating the above, you are bound to see this reduce.
This is great news for your marketing budget and targets as even a small percentage increase will make a huge difference.
Why not start by looking at your site today?
I expect you'll be surprised at what you find.
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Sunday 12 February 2012
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