In this lesson we will go through the basics on how to convert more visitors into customers. This is very important topic and requires your full attention so that you get the concept, think of a twist and implement it into your own strategy and marketing plan.
Websites are marketing tools and as such they should be very efficient at converting visitors into something else. In this section we get specific on how to convert them in to customers.
The most important part of design and conversion is to provide the right queues to the visitor as soon as they are on the site.
If you are selling products, the site should look like a store. If you are selling services, there should be lead forms and phone numbers. If you are a nonprofit, there should be a donate button right on the homepage. Whatever it is you are selling, the website needs to give those queues right from the start.
We can break up the guidance in to a few general areas:
- Site look and feel
- Product pages
- Content pages
Look and Feel
Store websites need to include some key elements:
- A shopping cart icon with some indicator for how many items are in the cart
- A phone number
- References to an Account section
- Plenty of white space around the header elements
- The footer should include trust makers like payment method icons, guarantees, and hours or contact information
Product pages should be really simple, they need to feature images and video of the product being sold. They should have a unique product description that explains exactly what the customer is purchasing. They should also have a very clear "Add To Cart" path at the top of the page.
Store websites need plenty of written content so that they rank well in Google and other search engines for the types of natural searches people do when shopping. These content pages need to have links to the appropriate products and product category pages. This helps search engines understand the website structure and meaning of the content. They also help humans get to the products they are most interested in.
The homepage really needs to feel like a storefront. Popular products, high profit products, imagery, and some content really needs to be front and center on a store homepage. This way people understand that they are on the site to accomplish a task: Buying.
The entire checkout process needs to happen on the website, preferably on a single page so that the visitor doesn't have any opportunity to second-guess their decision. This means that payments need to be integrated straight in to the website and the website must be secure.
With these ingredients you will start converting visitors into customers, well, as long as the prices and value proposition are right.