Conversions: The Secret To Building A Successful Website
March 8th, 2017
When it comes to building a successful website, one of the most important factors to consider is conversions. Conversions are simply when a user performs an action on your website that you want them to. This can be anything from signing up for a newsletter, watching a video, buying products or filling out a quote/contact form. Having a marketing website that doesn’t generate sales or leads is worthless. A successful website is measured in its outcomes.
Every page on your website needs to have a clear goal set. These goals should ultimately end up with the user performing the desired conversion. One thing to remember is that there are multiple roads to the same destination. You need to think like a user. Let’s take a look at a simple case:
Website Type: Lead generation
Website Conversion: User fills out lead form.
1. A call to action that leads directly to filling out the lead form. This would be for users who know they want your service.
2. A second call to action could be to learn more about the service. This would be for users who want more information before they make a decision. This could then lead users to a services page that contains a call to action to fill out the lead form.
See, two routes that end up at the same destination. Of course, this is a simplistic case to illustrate the basics of working towards conversions. The reality of implementing these call to actions is much more complex. There is no simple answer on how to do this. This is where analytics and testing come in.
Watching and recording how users are interacting with the site over time will help you develop better routes to achieving conversions. If something is not working, then look at the data and make adjustments.
Remember that your website should take a page from Glengarry Glen Ross and should “Always Be Closing.”
Written by: Scott Combes, Website Developer at Immotion Studios