For most businesses, the primary role of the website is to engage the visiting target audience, capture their details and develop an on-going relationship with them until they buy. Simple, no? Well, it’s a little more complicated than that! Here, we’re discussing your strategy to convert more traffic into more customers, to ensure your website is working for you in 2016.
What are your website goals for 2016?
They could be, for instance, one or a combination of the following:
- Branding – which, for example, is the particular focus of the Apple website
- Traffic – which, for example, is a primary focus of newspaper websites, such as the FT.com
- Sales – which for example, is the primary objective of eBay
- Loyalty – which is the primary objective of TripAdvisor
- Word-of-mouth – which you can argue is the primary goal of Facebook
But your objectives must be SMART, so attach some quantifiable metrics such as:
“Increase traffic by %XX by quarter three 2016”
Your website strategy
The success of your website (and therefore your business!) boils down to just two things:
- Traffic – getting people to visit your website.
- Conversions – turning them into paying customers (which applies for non e-commerce sites too)
That’s it. That’s what your strategy must focus on.
“If you understand these two principles and how to master them,” says marketing manager Hannah, “you’re guaranteed success. If you don’t, you’re guaranteed to struggle!”
Hannah continues, “Forget clever web design, blogs, animations etc. Only two things matter: Traffic and Conversions. If your digital team isn’t talking to you every day about Traffic and Conversions, you need to consider the fact that your website might not be working as hard as it should for your business. But most importantly, you MUST master both. Traffic without Conversions is useless, and vice versa,” emphasizes Hannah.
Hannah points out that to increase traffic to your website you have to convince Google that “your website is one of the most useful, relevant and valuable websites for particular keywords/key phrases – that your target audience uses when searching for information on your subject matter”
- Have a look at your website. It may be working hard at communicating what you offer your customers but is it anything close to being ‘the most useful, relevant and valuable website’ in your market sector?
- Also have a look at your competitors’ websites. Are they highly optimised? If not then implementing some basic, inexpensive strategies should significantly improve your search results.
And you don’t need a five-figure budget or a sophisticated SEO company to achieve major search ranking improvements.
“To build traffic, consistently publish high quality useful content on your website that has known value to your target audience. Video marketing is particularly effective,” says Hannah.
And once your website is full of valuable relevant content you can easily get third parties to link to you!
Other ways to boost traffic include:
- Using keywords to speak your audience’s language.
- FAQs on your website with (‘expert’) answers that your target audience are searching for.
- Email marketing – with links back to content on your site such as blog posts and product information
- Social media ads are a relatively inexpensive short-term tactic to drive traffic. Useful for short term campaigns.
- Customer reviews, testimonials and case studies which can be shared across social platforms. Hint: video testimonials are really effective.
- Create a blog and update it regularly with useful content
- Add a ‘visit our website’ call-to-action tag to company email addresses, headed paper, invoices, business cards, etc.
- Consider putting the URL on company cars, the office windows, and anywhere else appropriate.
- Add your website address to your email signature.
You have successfully delivered a consistent flow of visitors (prospects) to your website. How do you start the process of converting them into customers?
“Let’s say that you have 200 people visiting your website daily, of which 1% (2 people) convert on average. Increase the number of people visiting by 50% to 300 people. By increasing your traffic, you’re increasing the opportunity to convert”, says Hannah.
Think about your different website ‘audiences’. There will be, for example, three types:
- Visitors who are looking to order from you (or your competitor) immediately (although this segment only represents a small percent of traffic)
To fulfil their needs your website needs to instantly make it clear that you have the exact product offering that they are looking for.
So think about:
What information do they need to be reassured that you are the right company to buy from?
- How positive and prominent are your testimonials?
- Is ordering really easy to do?
- Research how other websites do this really successfully, and copy them!
- People who are looking for more information now
- Is your telephone number on the home page (Call us now on 0800 XXX XXX)
- How do you encourage them to pick up the phone?
- How do you make it clear that your company is the best one to speak to?
- Visitors who are just browsing for information (this is where the majority of your visitor traffic will be) these prospects are a huge untapped opportunity for you!
- Give them a good reason to leave you with their contact details.
- Think about how you will ‘nurture’ these leads once they have given you their contact info. A follow up email? A series of follow up emails? A phone call?
- Start a conversation with them.
If you increase your website traffic and your conversions
how would your profits increase? Significantly we’re sure!
Complete Branding Solution
We’re experts in providing the compete branding solution for our clients, so please get in touch today to discuss your requirements and how we can help you with your branded merchandise and clothing. Call us on 08707 500057 or drop us a line by email.