Tuesday, March 15, 2011

Website Conversion Optimization: Are You Converting Your Web Visitors Into Clients?

So you’ve invested a ton of money and resources into a professional-looking website. You brought in top designers, spent hours creating original and engaging content, hired a professional to customize it for search engines, and finally were able to launch a new online image for your company. You’ve checked the analytics, and your traffic is stronger than ever.

So what next?

As arduous a process as creating a website is, it’s only the first step of investment. Measuring traffic is one thing, but are you converting your visitors into sales? Who exactly is visiting your site? Have you considered innovative ways to convert the traffic that you already getting into paying clients?

The first step to website conversion optimization is to determine what your website goals are. Is your site just a product showcase or online brochure? Or is it a method of receiving information about prospective leads? Next, you have to evaluate the effectiveness and performance of your website to achieve those goals. You may need to customize sections of content and design to appeal to particular targets. Finally, you need to have the capacity to analyze and understand the behaviour of your visitors, and determine how best to convert casual visitors into regular customers.

So how does a casual web visitor become a paying customer? The most important aspect of successful conversion is timing. While your visitors are still on your Web site, you still have their full and undivided attention, but once they move on with their search, they are already focused on the next issue. Therefore, prospects are far more likely to respond to immediate calls for action then a delayed email communication. One recent research initiative by a CRM management firm tested website conversion optimization strategy by tracking website traffic and responding to certain visitor scenarios with personalized approaches. The result? They increased their visitor conversion by 296% in just 6 months.

There are many methods of website conversion optimization, and not all of them are suitable for the needs of your website. Talk with Direct Objective today about your options, or leave a comment below about your own experiences with converting Web visitors.

Direct Objective Consulting on LinkedIn