Conversion

Web Site “Conversion” – Are Your Visitors Converting Into Leads or Sales?

Imagine you have a web site that finally ranks at the top of Google and your site gets many visitors. What happens next is critical, because if you don’t “convert” visitors into leads, sales or followers then all your efforts have been in vain.

What Is Conversion?

Conversion can take many forms (just see how many “calls to action” our home page has!). Here are some examples:

  • A sale
  • A phone call requesting more information, appointment etc.
  • A webform submission by the visitor from the “contact us” fields
  • Obtaining the customer’s email address and their permission to send them information periodically (opt ins)

It is also important to lead your visitor deeper into your web site as Google observes how long visitors stay on the site and rank “useful” sites higher that sites where visitors “bounce” right out after say 3 seconds. So conversion might also include forcing people deeper into your site.

Does Your Web Site Have “Calls To Action”?

Good examples would be:

  • 50% off coupons
  • downloadable e-books (that collect customer contact information and opt-ins)
  • a search box to explore the site more
  • registration for webcasts
  • registration for daily newsletters

Are Your Calls To Action Located Where Human Eyes Naturally Look?

Many studies have been conducted to determine where the human eye drifts to on a web site page. It makes sense to put your most important web site information and calls to action in those areas. A “heat map” shows where humans look on a computer screen. It has an “F” shape typically like this:

When a visitor lands on your site they decide in about 3 seconds whether this site is what they were looking for. So your site should have the most commonly searched phrases clearly visible in the places where the human looks in those first few seconds.

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