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From Visitor to Customer: 4 Tips for Improving Conversion

It surprises me that there are websites out there that do not consider and incorporate conversion into the fabric of the design. It’s one thing to have a website that is pretty. It’s another thing to have a website that subtly persuades people to read, click, and buy (or submit contact information through a form).

Here are a couple of tips to keep in mind if you are thinking about building a website where the intent is to turn visitors into customers.

1) Make It Incredibly Easy to Connect

Unless the visitor is doing research, most people coming to the site actually do not have much time. Walls of text can turn them away. If the visitor knows what they want and is particularly motivated, it is likely that he or she would rather call or email to connect with a human being before making a decision. Thus, a phone number, email form, or some other form of contact must be less than one click away from any landing page. It should be clear and easy to find.

2) Show the Visitor that You are a Winner

If your product or service has won any awards or accolades, show it off. Even if these awards are not that big of a deal in your industry, you’ve got to remember that your visitor likely does not know this. Accolades show that your company is a leader in the industry, is respected by peers, and is involved in your industry’s community.

3) Teach the Visitor about Your Industry and What You Do

In my opinion, the best customers are informed ones; customers who understand the value and complexity of your product or service. An informed customer asks pointed, perceptive, and inquisitive questions because they want to understand the impact that your company will have. If you have answers to these questions, you become an authority on the topic, you build trust with your consumer, and, hopefully, loyalty through his or her purchase. Information on your industry should be delivered in an easy-to-digest manner with headlines that pique the person’s interest and appeal to both novice and more experienced customers.

4) Don’t Give a Visitor Your Word, Show Them that You Honor Your Word

The best “don’t take my word for it” tool is the testimonial. It’s even better if it is displayed on a third party website like Yelp, Google, Avvo, Angie’s List, CitySearch, etc. This gives you a vote of confidence from a previous customer who went above and beyond to give you a good review. If one hundred people have given you a 5-star rating, what are the chances that this person will have a bad experience?

Remember, even if your website is on the first page of search results, there are other businesses right next to you doing everything they can to get the customer before you do. The last thing you want to get in your way is a website that doesn’t do a good enough job of putting your best foot forward. It may be beautiful, but it’s of no use to the visitor if it is simply a work of art.

To learn more about designing websites for conversion, give us a call (512) 806-7955.

Koby Ackie  Feb 27th, 2014 – Posted by to Web Design.

To contact the author, emails can be sent to: kackie@thesearchengineguys.com


Increases in Mobile Traffic: A Look at the Past 3 Years

Last week, I read an article from a marketer who pointed to a 243% increase in mobile traffic among his clients over the past 2 years. I was a bit shocked by the number… it seemed high. And while traffic can differ industry to industry, and even client to client, for a number of reasons, it prompted me to take a look at analytics among our clients to see what increase, if any, they had experienced. (Note: “Mobile” refers to use on both tablets and mobile phones).

I looked at three client campaigns, each with strong natural first page placements in their respective markets. As a sample, I took numbers from January, April, July, and October to give nice quarterly snapshots over the past 36 months.

While the data does not support a 243% gain in mobile traffic over the past 2 – 3 years, it nevertheless reveals that mobile traffic has, indeed, spiked.

Mobile traffic to our clients’ legal websites ranged between 3%-8% in January 2011. This increased to 25%-30% by January 2014.

legal mobile traffic

So what does this trend mean for your website? First off,  you should be asking yourself the following questions:

  1. Is your website “mobile friendly”?
  2. If not, should you build a responsive website, or just a mobile version of your website?
  3. What does increased mobile traffic mean for your SEO / PPC strategy?

If you’d like to explore any of these questions in more depth, or see some examples of websites we’ve built for our clients, give us a call today at (512) 806-7955.

graham smithFebruary 10th, 2014 – Posted by Graham Smith to Mobile Traffic.

To contact the author, emails can be sent to: gsmith@thesearchengineguys.com

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