So you’ve built your website and it looks beautiful, you absolutely love it. The colours and images look great, the site has all the information you want on there.
You’ve also poured some money into getting people to the site – whether you’ve done some search engine optimisation, some google ads, or advertised on facebook or other social media channels.
People are starting to come to your website in droves, but alas! They are not taking any action! They are not signing up to your newsletter, calling your business or buying your product so what do you do?
The problem here is your conversion.
What is Conversion?
Conversion is “the percentage of customers that take a desired action”. So how do we fix our website that we love so much, in order to get more of our visitors turning into customers?
We need to get into the visitors mind and ensure the website matches their expectations and desires.
- How did they get to your site?
What was the thing they saw before they went to your website – does what they see on your website match their expectations? Are they finding what they are looking for?
For Example: If they were looking at a Google ad that says learn some tax tips to save you tax, and when they get to the site, they only see information about your accountancy firm, a phone number and a signup to your newsletter, then their expectations have not been matched and they will likely click away.
- What is it you want them to do?
What’s your main call to action on the page? Does it stand out and match what they want?
For Example: If you have a few paragraphs of text talking about your services, do you have a call to action telling them how to find out more about your services such as “Call us now for a No-Obligation Free quote” in bold? It needs to be obvious whatever it is you want them to do.
- What is the conversation in their head?
You need to enter into the conversation in their head and be answering any questions they are thinking right on the page. If they are not taking action, it is likely because they don’t trust you yet or they don’t see all the information they want to know.
For Example: Say, you are asking them to sign up to a newsletter. If the text just says “sign up to my newsletter” they may be thinking “I already get a lot of emails, what information are you sending? How often does it come? “
Instead if you had text that says “Each month you will receive 3 free tax-saving tips from a former ATO auditor that will help you reduce your tax by 35%” the visitor has all their questions answered, including how often they will be emailed, what they will receive and some credibility about the information they will be sen. So they will then be thinking “that’s sounds great, I think I’ll sign up!”
So in summary, when looking at the information you have on your website, you need to think about these 3 things.
- Who am I trying to persuade?
- What action am I trying to persuade them to take?
- What do they need to experience to feel comfortable taking that action?
If you have these 3 things on the page answered, you are going to get more people taking your desired action.
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