Posted by Bethany Handy ● January 23, 2015

3 Tactics to Increase Website Conversions

What the heck are website conversions?

According to Google, website conversions are: “... the users who take a desired action on your website. The archetypical example of conversion rate is the percentage of website visitors who take action on the site.”

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Increasing website conversions and encouraging your website visitors to take a specific action on every visit are cornerstones to the inbound marketing methodology.

While every company shares the goal of increasing website conversions, it might not always be easy to do. Here are three tactics to help increase your website conversions and make your inbound marketing efforts more effective.

1. Use clear and concise positioning on your website

When a visitors arrives at your website are they clearly and quickly able to tell what you do, the problems you solve and the services you offer? If not, you need to work on your positioning.

Positioning refers to how your company is identified by the world. Usually, your products and services create your brand positioning since what you offer solves a problem or fills a gap in the target market.

For example, a holistic health and wellness organization that offers health consulting and products for better health positions itself as an expert in holistic health and wellness in addition to offering quality products.

When a brand’s positioning is clear and concise on the website, potential customers are able to easily identify that the company’s products or services meets their needs. However, if positioning is not clear, the potential customer will not be sure whether or not they will get what they need and will be less likely to take the desired action. This reduces the likelihood of website conversions.

2. Focus on the user experience

It is important for organizations to remember that there are two sides to a website: the backend, which is used for updating, administration, and analytics, and the user experience, which is what the potential customer sees when visiting the site.

Many organizations focus on what the website brings to their organization, such as tracking traffic or making it easier to update content. This is valuable, but it is far more important for the user to have a good experience on the site in order to facilitate conversions.

When building or updating a site, the organization must not only think about brand positioning, but also what is most important for the customer to see. What information do they need first? How should the information be shared so that customers learn what they need to? What do they need to know in order to get more information or share their contact details?

Most importantly, you should think about how the website appears and functions for potential customers. If the website is difficult to navigate or has problems when pages are loaded, customers are less likely to use it to gain and get information. When you create or change your site, you should focus first on what the site brings to the customers and then how the site benefits the organization itself.

3. Create and share irresistible content

You need to provide  interesting, relevant, and compelling content. What would make prospects think of your company when they need information or knowledge in your area of expertise? This will strengthen your credibility with customers and keep your company at the forefront of their minds when they look for solutions to their problems.

In addition, you should be aware of what content you give away for free. Some content can be offered as a bonus for website conversion actions. For example, in order to receive a white paper, the customer must provide a name and email, which then gives your company contact information that can be used for marketing purposes.

Working to improve website conversions can be an effort that has drastic payoffs for your company By insuring your website has clear positioning, offers a positive user experiences, and irresistible content, your company will start to see an increase in website conversions that will ultimately benefit your bottom line.


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