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How Well Does Your Website Convert?

How Well Does Your Website Convert?
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Driving traffic to your website is the whole point of build a great website, but getting those visitors to convert into cash takes strategy. If you're reviewing your analytics each month and seeing a decent traffic, but aren't seeing sales or email sign-ups, it's time to examine the architecture of your website. I've put together a few questions to help you tweak your website. Your website should be your #1 sales engine, so let's look at how to get your website to covert into better sales.

What's Above the Fold?
The most prime real estate on your website is above the fold. This refers to what a visitor sees on your homepage without having to scroll down. Now, while what's visible will depend in part on the size of the person's screen, you know that the top third or so should always be visible, no matter the device.

With that in mind, make sure the convertible elements like email subscription box and buttons are above that digital fold. While people may not bother to scroll down, you know you can capture them while they're at the top of your website. And people look for those elements up top, so give them easy access to what they want.

Are You Using Calls to Actions Effectively?
A call to action (CTA) is the copy on your site that urges visitors to do something, whether that's click to call, download a free ebook, click to learn more, or buy a product. Studies show that having a clear call to action on each web page will increase the number of visitors that take that action. I'm not saying your website visitors don't know what to do on your site, but let's make it super obvious.

The trick here is having just one CTA per page, otherwise you're throwing too much at your visitors, they won't know which to do, so they might not do anything. Consider the focus of each page, and what you want people to do. On the homepage, your mission might be to increase email subscribers, but on your Products page, you might want people to buy. Keep the wording of your call to action simple and urgent.

What is the Buying Experience?
Look at the checkout process on your site. it should be as simple as possible, you do not want any friction when someone is ready to buy. Only require the minimum information to be filled out. Limit the number required fields to make a purchase (contact info, address, credit card details), and you'll see a boost in the number of visitors who actually buy. Test out the ease of your checkout process by asking a few friends to go through it and provide you feedback. Anywhere they note a problem or bottleneck, you need to address to ensure smoother purchases.

Is Your Navigation Easy To Use?
We've all visited websites that look like a flee market: too much junk jumbled onto a single page. This is as big a turnoff online as it is in person, and you're likely to see a high bounce rate (the number of visitors who leave immediately after landing on your homepage because they don't see what they're looking for).

You also have to factor in the people who are viewing your website from a mobile device. A crowded website and complicated navigation simply doesn't work, and mobile shoppers will quickly go to another site to find what they're looking for. Minimize the number of pages you have, and streamline your navigation bar at the top or on the left side of your webpage.

Who is the Focus of Your Web Copy?
Resist the urge to talk about how "we" are great on your website. Your true aim should be to show your customers -- the benefits of your brand. Speak to their biggest pain points, then explain how your products can solve them. Stay away from writing about product features and instead center copy around benefits. Will this product make their lives easier? How? Will it save time? Save money? Make customers smarter? Make it plain.

Have You Tested Out Different Versions?
It can be difficult to know what visitors will respond to unless you try out different versions of your web copy or design elements. Try A/B testing -- essentially having two versions of your landing page -- and see which gets better conversion. That's the one you want to use going forward to turn visitors into fans of your brand.

A few of the things you can test out include:
•Web copy
•Calls to action
•Button colors

Your website is your #1 sales tool for your business. Pay attention to the details of your complete user experience to ensure that not only people visit your site but that they also stick around and buy from you again and again. With just a few small changes you will start to see higher conversion rates. It doesn't take much effort to make your website more welcoming and easy to use, and generating cash for your business.

This post was originally posted as Do You Have a Website Built for Conversion on

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