The buzz word on the internet over the last few years has been SEO. Search Engine Optimisation (SEO) is the process of optimising your website to gain high rankings in the SERPs (Search Engine Results Pages). Whilst this sounds like the key to success, many web design companies have been keen to point out that getting visitors to your website is only half the challenge and that even if your website is doing fantastically well in the SERPs, if the web design is not up to scratch, visitors will soon go elsewhere.
The key to unlocking the power of SEO is Conversion Rate Optimisation (CRO), the process of improving the success rate of customers performing a desired action. This could be filling in a contact form, requesting a quote, registering for an event or even purchasing something in your online store.
This is done by improving your web design and the user experience on your website to help guide visitors towards a conversion. The web design term for this is a ‘conversion funnel’.
Most good web design companies should be able to tell you how long an average visitor stays on your website and how many pages they view before they leave. They should also be able to tell you what pages they enter your website on and the pages when they leave. This can help you identify what your visitors are doing and why, and to identify weak pages which require improvements.
There are four top reasons why visitors leave a website:
- Your website fails to establish credibility. The web design lacks professionalism.
- Your message is confusing. The website is leaving visitors disappointed or frustrated.
- Your website fails to make visitors act. The website misses a vital call to action.
- Your website is hard to navigate. The website is not user friendly.
Keeping visitors interested in your website involves a number of factors. Firstly you must ensure your web design is up to scratch. Working with a professional web design company will ensure your site is in optimum condition.
Secondly you should be sure the message you are pushing is clear and concise. Make sure that you only have one subject matter per page. If you offer three services however similar have three pages. That’s one for each service, rather than one covering three.
Finally you should make it possible for your customers to interact. If you run a loans company, provide a calculator to help visitors calculate their repayments. A consultant may offer a free report download for signing up to an e-newsletter.
Implemented properly these ideas will help improve your visitor retention and bring in happier, well informed, qualified customers to your business.