Howdy everybody. I am Jay Baron with Mad Town Designs. This is the second episode in our Mad Mondays and today we are going to be talking about designing your website for conversions. It can be really easy lately to be caught up in trying to drive more traffic to your website while overlooking other important factors such as website ROI and conversion. It is really important that we start focusing our resources and time to make sure that our marketing efforts do pay off by designing a website that will get visitors to take action.
To give you an example and explain why conversions are really important and something you need to work on, let’s say you have a website that’s getting 100 visits a day right now. That’s decent traffic. Out of those 100 visits a day 2% are converting. That’s 2 leads a day and you decide that isn’t enough, you want 4 leads a day, so you want to double that. You have two options. First one, double the amount of visits you get. You will go from 100 visitors to 200 visitors. With the 2% conversion rate that’s going to give you double the leads. The other option would be to go from 2% to 4%. You take the 100 visitors you are getting and you focus on your website to double the conversion rate there. You will be getting the same amount of leads but which would be easier? Going from 100 visitors a day to 200 or just taking the current amount of traffic that you get and building an experience that takes them from 2% conversion to 4% conversion? You still double the amount of leads and you can do it with less work.
I want to talk about four things that you can do with your own website and what you need to look at to design your website for conversions. The first and most important aspect to look at is setting your goals. What do you want your visitors to do when they come to your website? Sales, are you looking to get leads from your website? Maybe you want them to fill out a form which can be a newsletter, or your trying to build brand awareness, so you want people to spend a decent amount of time on your website. Your goal can be that you want a visitor to spend 8 minutes on your website looking around and getting to know the brand. After you have defined your goals, the next step to setting your goals is to set up analytics. If you are trying to get sales create your analytic account so you can monitor those results and get your conversion rate. This way when you are setting up your goals you will know what your conversion rate is and what you can do to improve that.
Next, the second part is landing pages. The first thing you want to do, as this will be the first page that people will see, is entice the user. That is going to be really important, make sure that you give them a reason to stay, click around and start navigating the website. With each landing page make sure you are using active words, ‘Learn more’ ‘Sign Up’, things like that to entice them to click and take that first action towards the path of conversion.
After you have set your goals and your landing pages are created it’s time to start creating some calls to action (CTA). You want to lead the user down the path of conversion. There are a few ways to do this. A CTA doesn’t have to be something where they are contacting you, you can just do something that leads them to the next step. Maybe you sell multiple products so it can be a ‘Help Me Choose’ call to action to help them go to a page where they choose a product that’s best for them. Or a ‘Learn More’ button where they can learn more about the service where they are at. All those are calls to action that lead them down the path to conversion eventually.
Lastly we just need to simplify. When you build a website and you are trying to get more conversions make it easy for the user. If you have a newsletter sign up and you are asking for their phone number, do you really need that information for a newsletter? Probably not, you can take that out. If you have a contact page and you are asking for their location, their city, is that vital information that you need? Take that information out and make it easy for them.
I hope this helped explain the path to conversion and designing a website for conversions. Traffic is important but you need to start looking at conversions. If you are getting a higher conversion rate, more traffic is going to be that much greater for you as well. I will see you next week.