Every effort you invest into the design and promotion of your website has to do with the goal of generating more sales. This isn’t a goal you can achieve by manipulations and lies. You need to make your website pleasing to the eye, informative for the customers and optimized for the search engines.
In other words, you need to find the balance between the strategies that put you at the top of Google’s results and the marketing messages that motivate people to turn into customers. Here are some tips to do just that!
1. Give Them What They Want
Before you can start developing a conversion-worthy website, you need to explore what your potential customers need. They are mostly interested to know how your products or services can benefit them. You don’t want to make your customers believe they want your product by manipulating them with false claims. This is how it works: first you understand what they want and need, and then you develop or adjust your offer to meet their preferences.
Here are some tools that will help you understand your target audience:
- SurveyMonkey– an online tool for creating powerful surveys that give you the answers you need.
- Woopra– a tool that gives you access to a comprehensive profile of the users of your website. You can track their activity and use the analytics to improve your products and services.
- Social media – that’s where your audience is. Track their Facebook comments, tweets, and Instagram photos to figure out their likes and dislikes. Don’t limit these activities to your own profiles. Track your customers’ comments and likes on the profiles of your competitors, so you will know how to deliver something better.
Remember: conversions have to do with user psychology. When you understand what your target audience needs, use that information to develop elements of your site. The design, content, images, messages, prices… every aspect of the website will fit into their standards.
2. Develop A Connection
Your website has a theme, which is not only created through proper use of color and great images. It’s the content that creates an impression on your visitors. Don’t write generic descriptions on your products and services. Talk to each and every customer and make them feel appreciated line individuals.
When someone spends time browsing through a website, they want to imagine themselves wearing the clothes, using the gadgets, reading the books, tasting the meals, or whatever else the seller’s products and services are related to. Thus, you create a website that offers all these features for your customer.
Here is a simple example: instead of writing “X.com offers high-quality brands and impeccable customer service,” you can instead write “We deliver top-quality brands to your doorstep.” Do you notice the difference? The second version makes the customers feel like you’re personally addressing them. You’re not talking about your brand; you’re explaining what your business does for them.
3. Include A Blog
What makes you attractive to your users? – Great, informative content. What makes you attractive to the search engines? – Great, informative content. You see the connection. Including a blog section is a win-win situation.
How exactly will a blog convince the visitors to convert? First of all, it will bring more visitors to your website thanks to the SEO strategies you implement. You’ll infuse all the right keywords in the text, so your target audience will easily discover them when they search Google for the things they need. When visitors land at your blog, they will see awesome articles that show how your products can meet their needs.
Moreover, a blog shows you care about the customers. You won’t write solely about the things you sell; you will also offer solutions for the problems your audience faces.
A blog gives you a chance to tell stories and connect with your audience on a deeper level. You can take things further by inviting the users to write about their own experiences. Don’t forget to offer useful tips and relevant news from the industry to keep your audience happy.
River Pools and Spas is a great example of an eCommerce website that uses blog posts for attracting more customers and developing a connection with them. The blog teaches how people can choose the perfect pool for their backyards, what materials they should opt for, how they can take a loan to build a pool, and many other useful things they need to know.
4. Be Confident in What You Offer. Ask Them to Buy It
Some people are afraid of sounding too aggressive when trying to promote a certain product or service. They were not born to be marketers! A successful marketer, on the other hand, has enough confidence to emphasize the strengths of the offer, convince the potential users it’s the best choice they have, and ask them to buy it without any hesitation.
You need clear calls to action; otherwise, people won’t know what to do after they read your blog posts. Invite them to take a look at your offer, convince them it’s the best, and make them believe they need it right away.
The calls to action shouldn’t be generic. Don’t go for the same old “buy yours today.” Think of a more enticing call that will get people’s attention and stick within their minds after they leave the website. If for example, you’re selling cosmetics, you can write something like “reveal your true beauty.”
If you take a look at the website of OnTrees, an app that makes budgeting simple, you’ll notice that most of the content is written in the form of calls to action. “Your money. Your choices.” That’s an inspiring way to convince people to start using the tool since it tells them what they will get from it.
5. On-page Search Engine Optimization
The blog will get you some visits when you strategically include keywords throughout the content, but remember: not all blog visitors will visit the home page. That’s why on-page SEO is important as well.
Everything you write on your website plays a role in your efforts to rank on Google. If you’re maintaining a website, chances are you’re already concerned about on-page SEO and you’ve implemented some strategies that give you a stronger online presence. However, you should pay attention to another aspect: the search engine optimization has to be related to your goal to generate more sales.
Remember: you’re not just trying to make yourself appealing to Google; you’re mostly trying to convince your customers to make the purchase. One way to do that is by implementing keywords into calls to actions throughout the content at the homepage. Here are few other places where you can combine the keywords with invitations for the readers to try a product/service:
- The description tag – it should describe what your website sells (that’s for the search engine), but it should also show you’re the best (that’s for the actual Google users).
- The title tag – use long-phrase keywords that will give more meaning to the title tag. Keep it shorter than 70 characters and make it all about your brand.
- The headings – you should optimize them for the search engines, but you also need to make sure they promote your business in the best possible way. When you’re featuring a longer piece of text at the homepage, most people will see only the headings. You need to include a call to action right there.
Dropbox is a nice example for smart use of headings. “Take your docs anywhere. Send videos quickly. Work on slides together. Keep your photos safe…” All these phrases explain what the product does, but they also invite the users to try it.
Take Action; Make Your Website Conversion-Worthy!
You probably noticed that all the points highlighted were all related to content. You investigate the needs of your audience to construct an offer that works for them. You adopt the right style to build a connection; you include a blog section that adds value to the website; you find the right calls to action, and you optimize every part of the website to help your potential customers find you. Well, aside from the points highlighted above, you should also consider how you can go green with your e-commerce website. Why? Because in today’s time the emphasis on protecting the environment is at an all-time high – which will surely give you some additional likeability for your customers. To get you started with going for a green “website” here’s an infographic from Red Stag Fulfillment:
Although it seems like a lot of effort, it’s not that difficult to make the right changes that boost your website’s conversion rates. You’ve had enough theory, so start implementing these practices today!
Stephanie Norman from Sydney has been a professional writer for 4 years already. Also, she works as freelance online marketing specialist in Australian Writings, a company that offers assignment help for students.