Author: Cassie Scott
Is your website effective?
You’re not alone if you answered, “I don’t know” or “I think so.” Although ATA members know it’s important to have an online presence, such as a website, not everyone knows how to measure its effectiveness.
That’s where website conversions come in. Conversions occur when website visitors complete a desired action, such as buying products, clicking links, filling out forms, or signing up for classes or newsletters. The conversion rate is the percentage of website visitors who “convert.”
We spoke with Nick Graves, marketing manager at Prophase Marketing, to learn why web conversions matter, and how ATA members can improve their conversion rates to boost business.
“Conversions are important to a business,” Graves said. “It’s a number you can measure that directly relates to your return on investment. Conversions help identify what works for your business, and what helps you reach your goals more efficiently.”
If your goal is to advertise and sell a specific product, and 20 people buy it online, you received 20 conversions. Use that number as a comparison when advertising and selling another product. Over time, your conversion rate reveals how effectively you sell products and whether you’re meeting your sales goals.
You can apply the same process to measure all your website goals. Determine what you want your website to do, and study the conversation rate for your goal to evaluate its effectiveness.
How do you find and track conversions? Use Google Analytics, a free service that reveals how visitors find and use your website. It’s simple to learn and use, and its features can help you improve your website and learn about your customers.
Also consider these tips to convert more visitors.
Make sure your social media accounts project the same theme as your website. Photo Credit: Unsplash
Use Social Media
Online platforms should complement each other. Use your social-media accounts to drive traffic to your website and increase conversions.
“Social-media platforms help funnel traffic to your end goal: a conversion,” Graves said. “With the right marketing effort, traffic driven to your website from social-media platforms greatly increases the likelihood of [customers] converting on a product or service.”
Make the Conversion Easy
If you want customers to sign up for your newsletter or take other actions, Graves said you must make it simple. A complicated process with several steps prevents follow-throughs. Stick to essential form fields, such as the customer’s name and email address, when creating a newsletter sign-up form. Short forms and simplified buying processes make conversions easy, and show customers you respect their time and privacy.
Don't overwhelm the website visitor with too much information. Photo Credit: Unsplash
Cut the Jargon
When writing headlines, product descriptions or anything else on your website, you must be clear and concise. A ConversionXL.com article states: “Clarity trumps persuasion, always.” If customers read something on your website and don’t understand it, they’ll move on.
People also overlook flowery language and long, wordy text blocks. However, if you use words your customers know and understand, they’ll connect comfortably with your brand, which increases trust and conversions.
Make Your Site Mobile Friendly
According to Stone Temple, 63 percent of consumers primarily used their cell phone to find businesses and products in 2017. In contrast, 37 percent used a computer. Your website must be mobile friendly to reach those consumers online. Make the switch to increase conversions from your mobile-centric customers.
Speak with your ATA service providers for further assistance. Photo Credit: ATA
To learn more ways to improve your website’s conversion rate, read Entrepreneur’s article “39 Quick Ways to Increase Your Website’s Conversion Rate.”
For more hands-on help, work with an ATA-member service provider. Two of the ATA’s website-development companies, Frontier Media Labs and Prophase Marketing, are ready to serve you. Log in to your “MyATA Login” account to learn more.
Not sure where to start? Contact Nicole Nash, ATA’s range and retail programs manager, at firstname.lastname@example.org or (866) 266-2776, ext. 116. She can assess the effectiveness of your online presence, and recommend ways to further grow and improve it.