Businesses may create their websites for a variety of reasons. That said, it’s safe to say all should have one thing in mind: converting website traffic to increase their business. Conversion can mean sales, registrations or anything that contributes to business success. However, a site’s conversion rate is often an afterthought. Today you’re being challenged to take a peek beneath the cover of your website’s analytics and focus on this key aspect of your web presence.
First, answer the following questions about your business goals and write out your answers:
- Identify your ideal target consumer:
- List the words or phrases that are most important to the type of customer that will produce the highest dollar amount for you?
- List the words or phrases that are most important to the type of customer that will be the easiest to convert?
- What is the primary task that you would like this consumer to complete before leaving your website (register, purchase, subscribe, etc.)?
- On what pages of your site is this task referenced
- On what pages of your site is the task itself facilitated?
- Describe and number steps that are required for the visitor to complete primary task on your site?
I’ve been thinking about the “call to action” lately. The call to action is too often an afterthought. Too often, I’m looking at a website wondering what action it’s target market is supposed to take. Before we get in too far, let’s review a few examples of a call to action–which, by the way, should be designed based on the website owner’s return on investment needs.
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