Onsite Visitor Conversion

OK, so you're getting high quality traffic through a combined SEO and PPC strategy.  You know that site visitors understand your offering and your site; that they can access information important to them and should now be in a position to make an informed choice as to whether or not to use your organisation as a supplier.

But what actually makes them click that button?

Honestly, I don't think we will ever be 100% certain, but we can do incremental tests to measure improvements in conversion rate.  This is such an important area, as it can drastically improve returns, that there have been innumerable studies, books and papers written on the subject.

However, you have to remember, you are special.  No one has ever tried to do exactly what you are trying to do.  No one has driven traffic on the keyphrases you have chosen to your website, so no matter what the guru's say, no one can be sure what will happen.

In a way, this makes it easier.  You simply go on a continuous cycle of test and refine; test and refine; test and refine.

Searchsmith can help with this process using split test and multi variant testing techniques to achieve higher conversion rates.

7 Second Rule

Within 7 seconds of being on page, can your visitors tell:

• where they are
• what they can do there
• why they should do it there

If not, why not?  Lets fix it!

Headlines

A good headline can make the difference between the buy or back button being pushed.

Website Copy

Simply altering the copy style has been shown to improve website conversion performance dramatically.

Imagery

They say a picture speaks a thousand words, but does it? Some tests show that images can detract from the purpose of that page. Again, you'll only know through testing.

Call To Action

Tests have shown that the colour, positioning and text of a call to action button can impact on conversion rates.

Close the Loop

What else do they need to complete the process? Are the visitors in need of more or less choices?

Confidence

Do I trust you? If not, I'm not going to do business with you.  Has your site got the requisite "warm and fuzzy" messages that will give site visitors confidence to take it to the next level?