WEBWISE
Improving the way your website converts traffic into sales Irrespective of how in-the-know and on-the-button your online marketing team is, if your
website isn’t pulling its weight, all that hard work will be for nothing when the visitors your search engine marketing campaigns brought to your doorstep vanish without a trace. Help is at hand with GARETH MORGAN (right), of Liberty Marketing.
O
bviously not every visitor will become a customer, no matter how wonderful your website is but, if you want to squeeze the most out of your traffic, there are many changes you can make to your site to convert visitors into customers. In this article weʼll be talking you through three of the key alterations you can make to your website to help you become a conversion champion and see the greatest possible return from your online marketing campaigns.
Clarity
The first and most essential thing you should remember when doing any kind of online marketing is that humans are fundamentally fickle and impatient beings. Without clear, convincing messages about what your business is, what you do and what you sell, visitors are simply going to move on until they find what theyʼre looking for. To ensure you catch the most visitors possible, be as clear as you can be and donʼt overcomplicate your sales message – address the lowest common denominator and youʼll capture the biggest slice of your traffic.
Keep your landing page concise – you
can elaborate elsewhere. Your landing page needs to deliver all of the key information about your business, the product sold in your Pay Per Click (PPC) ads and its unique selling points (USPs) quickly and with the maximum impact. Use strong graphics that signal to visitors that they have come to the right place but donʼt be tempted to go all out and drown your key messages in flashy images which will bewilder and distract your visitors.
By making absolutely certain that your visitors know exactly what theyʼre looking at youʼll keep the ones you want and lose those you donʼt.
Use your stats to refine
your targeting You should be keeping a close watch on your stats so you can keep improving and honing your campaigns. These statistics can also help you turn your site into conversion heaven.
The data which is compiled from enquiry forms and shopping baskets can show you which PPC ads brought visitors to your site and which ones then converted into sales.
For example, imagine youʼre selling your
T shirt customisation service online. One of the keywords your campaign is targeting is “cheap” but, unlike your other keywords, “cheap custom T shirts” simply isnʼt converting into sales, yet the stats show it is bringing in tons of traffic and you know that the service you offer actually is cheap.
One very real possibility is that your site
isnʼt making it clear enough just how cheap a service you offer. Highlight your key sales points which lure in visitors and youʼll soon be working towards conversion perfection.
Hand-holding Visitors might be fickle, but they also require lots of attention. Walk them through the sales journey on your website step-by-step and it will do wonders for your conversion rates.
Make contact information easily accessible too so they donʼt end up leaving frustrated when they canʼt find your phone number.
This point is also important from a confidence building perspective – showing that you are an actual business, with people that are on hand to help, will make visitors more likely to spend money on your site or fill in an enquiry form.
■ The team at Liberty Marketing are experienced in this area and can show you how to boost your conversion rates and bring you the traffic you need to enjoy online success. If you have any questions about this area then please feel free to get in touch on 029 2076 6467 or email
info@libertymarketing.co.uk to learn more.
To advertise your web services in the Web Directory please contact Claire on 01622 699158 WEB DIRECTORY
Elms & Elms Ltd is an official distributor for Gildan Activewear, Fruit of the Loom, Regatta, and JHK. We specialise in giving excellent service and holding deep stock of the brands we offer. Register on our new website to get access
to stock levels and free delivery on any order over £100 (on-line orders only.)
www.elmsandelms.co.uk
www.printwearandpromotion.co.uk
For the very latest industry news, online access to the Printwear & Promotion Suppliers Directory and previous issues of P&P, as well as information on the annual Printwear and Promotion Exhibition. visit our website
www.printwearandpromotion.co.uk August 2012 | 69 |
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