Ever wondered why a lot of your website visitors bounce off your website before contacting you or booking a service?
Ever wondered why your conversion rates are low?
Conversion Rate Optimisation is a crucial ingredient in the “secret sauce” you need to ensure you succeed online.
But it can be frustrating trying to ensure that you are doing the right things on your website to keep your visitors happy and boost your local business.
After all, there are a lot of pieces to the jigsaw.
And no completed picture to guide your efforts.
So you carefully allocate your resources to those areas you deem will give you the best ROI in terms of new customers and more sales.
In your efforts to connect with prospective new customers you may be doing one or more of the following:
- Auditing and optimising your web presence to ensure you get found by the search engines.
- Implementing local SEO improvements to move your business up in the local search results.
- Improving or re-designing your website for a better look and feel and improved user experience.
- Re-designing and updating your content to better connect with your target market and keep the search engines happy.
- Developing your social media presence.
- Fine tuning your email marketing to increase response rates.
- Building quality links to attract more site visitors and boost your rankings.
And your doing the best you can with your available resources because you understand that it’s crucial if you want your business to thrive.
But it’s not easy.
In fact in can be fucking hard trying to keep up with the latest developments because the online landscape continues to evolve.
And ideas change.
So what if everything your doing is a waste of time?
What if everything you are doing online can never give you a good ROI ?
How would that make you feel?
What if all of the various online marketing strategies are links in a chain that connects your business to new customers and real results.
And one of your links is not just broken, its completely missing.
There’s an elephant in the room.
The name of the elephant is conversion optimisation and its big!
In fact it’s so big that its trunk is out of your front door and its arse is hanging out of your kitchen window.
We are going to have a closer look at our elephant soon but first a cautionary tale:
How not to convert visitors to customers.
This tale concerns a lonely man named billy.
And Billy has no mates.
It could just as easily be a tale about a woman, homosexual, transgender, bi or any other of the endless variety of alternatives.
But this is a simple metaphor to illustrate a simple concept so Bill’s our man.
Bill is new to town and lives by himself.
He decides he would like to make some new friends so decides to throw a party.
He posts details of his party on his social media accounts and sits back waiting for replies.
And a few people message him to say they are interested in coming.
But not enough.
So he buys some pay per click advertising to attract even more interest.
Facebook ads, adwords, adsense, in fact every type of paid advertising he can think of.
And he gets even more interest.
Inspired by his results, he creates a one page event site for his party and pays an SEO consultant to pull out all of the stops and get his event page to the top of the search results for the keyword “party”.
And now a lot of people are interested.
But he wants to make a LOT of friends so he goes even further, he gets a loan from the bank and:
- Gets a lot of invites printed.
- Hires a helicopter and sprinkles thousands, no, tens of thousands of invites all over his new town announcing his event.
- Creates Youtube videos and pays the SEO consultant even more money to get his videos to the top of the search results.
- Pays for a press release in his local newspaper
Now a lot of people are coming to his party, thousands.
In fact on his big night there are queues of cars, taxis and people trying to get into his neighbourhood.
The entire area is gridlocked.
So he opens his door(he has a big house) and lets everyone in and…
There is a problem.
In fact there are a few:
- Its an old house, badly designed and poorly furnished.
- He has no music or entertainment.
- His house smells funny.
- Its dirty.
- He has no food or drinks to offer to his guests.
Basically, its a shit party.
Most of his guests simply have a very quick look around and leave.
Which is understandable.
A few linger as they are open minded and willing to give him a chance.
But there is nothing to do, nothing to see, nothing at all.
So even more guests leave.
The handful remaining decide that they like something about Bill so are prepared to hang around a little while longer.
A few of them try to give him their phone number, but he doesnt have a pen, or paper.
Some of them try to start a conversation to find out more about him, but Bill hasnt got time to talk.
He is too busy…
Planning his next party!
Now if that little tale makes you feel a bit sad.
You may be shocked to learn that a similar thing is happening every day on thousands of local business websites.
Possibly even yours.
Local businesses like yours allocate a lot of resources to marketing their websites.
But when your visitors arrive most of them leave quite quickly because your website:
- Wasnt what they were expecting.
- Is badly designed.
- Does not clearly show your visitors what you want them to do next.
- Does not allow your visitors to interact with you.
- Has no easy way for your prospective customers to communicate with you.
- Does not create rapport or build trust.
- Says nothing meaningful about you.
- Contains content that does little to inform, educate or entertain.
- Fails to differentiate you from your competitors.
- Does not capture contact details.
In fact, if your website is not optimised for converting your visitors into customers then most if not all of your current online marketing expenditure is being completely wasted.
And you will feel what Bill feels.
How to throw a great online party that converts visitors into customers.
The best way to throw a party that rocks is to find out what your visitors want and to give it to them.
And you can do that by:
- Researching your target market.
- Designing your website to provide a great user experience(UX).
- Providing relevant content at each stage of your buyers journey.
- Designing your content to generate trust and create rapport.
- Entertain, inform and educate.
- Provide ways for your visitors to interact with you including live help systems and a real person on the end of the phone.
- Have clear calls to action (CTA’s)
- Use colour schemes designed to increase conversion.
- Provide an online booking system.
- Be authentic.
- Capture your visitors details
And while it’s true that you can’t please all of the people all of the time.
You can please some of the people most of the time.
And that means a much higher percentage of your visitors become customers.
In fact, research has shown that implementing only one of the above improvements can increase your website conversions by over 300%.
Now how would that make you feel?