Website conversion is one of the most important factors to consider when providing an online business. You may ask, what is conversion in regards to digital marketing? Conversion is the key way to get your prospect to do what you want them to, whether that means a phone call, an email, or the main objective—an online sale. If prospects leave a website without making a connection, then driving traffic to that website was futile.
Lets take a look at the numbers. As of 2007, according to the e-tailing group, about 97% of online prospects leave a site without buying a product or connecting with the business in some way. In addition, an average of 80% of prospects visit a company’s website before they make a decision to purchase. Therefore, the initial message they receive is crucial.
So, what can a business do to make an impression? Here are some tips.
- Create a compelling headline: A business has 0-8 seconds to make a first impression. After 8 seconds, more than half of visitors leave.
- Tell the prospect to become a customer: Since 97% of visitors that come to a website are not ready to buy, a business needs to formulate resources to assure the customer will buy.
This can be accomplished through a customer review page. These types of resources have proven to increase sales, and they also benefit SEO. Other ways to get a customer to buy on their first visit is through a clear return policy, or offering different payment methods, and the like.
- Invest in a product video: A video displaying the product or service can increase purchases by 144%.
- Think speed: Even a one second delay in the speed of a website can cause a 7% decline in conversions.
- Growth Hack: Do something out of the box, explore channels that your company hasn’t considered to see if there’s room to see massive returns by taking a risk.
If you take a comprehensive look at your business, find an area where you can innovate so you can make an online sale. This could be done through a new sale, new product offering, or advertising to a different demographic to see what kind of results you’ll get.
All in all, every prospect visits a website with an objective in mind. Whether it’s to learn about a company, to make a purchase, or to be reassured. Being able to predict customer goals will result with an understanding on how to adapt a website to their motivations. At the same time, transforming prospects into loyal customers.