Web site conversions can take many different forms depending on your business and are an extremely important metric for keeping track of performance. For B2B organizations, there are a number of items on this checklist that can help to ensure the traffic on your site is sticking around and taking action that you can record.
The following list provides a number of options to review to ensure your conversions are improving over time. This first list of items is intended to address the user experience. If the user experience isn’t good, that will certainly translate into traffic leaving quickly and potentially never getting to conversions.
- Ensure fast loading times. This goes without saying. Even if you have the best website in the world, if it loads slowly, you’re sure to lose visitors. Anywhere between 3 and 7 seconds is considered the maximum amount of time loading should ever take.
- Compatibility across browsers and devices. If your website works wonderfully on Mozilla, but doesn’t even load on an iPhone, you have a problem. Utilize a responsive website design to avoid these problems and test its performance every once in a while so you know what the experience is like.
- Broken links. You can check for broken links from time to time via an online broken link checker, or, if you use WordPress, by using a plugin. Eliminating broken links is a great way to increase your number of conversions.
- Custom 404 pages. This is a great way to convert visits from a broken link back to your website. LeadPages is a great way to do this.
- Pop-ups/Pop-unders. These can be great if used properly, but be sure to fully evaluate their effectiveness and be sure they’re worth it for your business. If they’re not actually adding to your users’ experience, you probably shouldn’t use them.
- User-friendly navigation. Be sure that your navigation and menus are fulfilling their purposes – to help visitors navigate to the parts of your website that are most important for them. Oftentimes, business owners will try to be creative and come up with “cute” names for their navigation, such as “Bamboo Is Better” instead of just “Blog”. If the user isn’t sure what these things mean, they may never explore that much of your web site to actually find out and it will likely decrease your conversion statistics.
The following list of items is directly related to conversions. For many B2B companies , you can’t actually buy on their web site but we’re looking at conversions really as getting someone to raise their hand to take the next step.
- Design issues. Using a modern, user-friendly design that will enable your visitors to understand and navigate your website easily. We can all tell when a web site has been neglected and not updated in a few years.
- Calls to Action. First of all, make sure you have them. It’s not uncommon to go through a web site and not see calls to action. Secondly, make sure they’re clear and concise. The user should know exactly what you want them to do and it should be easy for them to follow those directions. These are probably the most essential elements of conversion.
- Content. Publish content that is relevant and worthwhile, and be consistent. Take the time to ensure there are no spelling or grammatical errors in your content. Include calls to action in your content as often as is appropriate.
- Testimonials. This is one of the best ways to increase your conversions when they are shown alongside a call to action. By seeing recommendations for your company from an unbiased source, visitors’ confidence in your business will increase significantly. Look through your testimonials from time to time to be sure that the links are still working, and that the person that wrote the testimonial is still available to be reached.
- Test everything. Absolutely everything. You really don’t know until you test it. Simply changing the wording on the call to action or the color of the button could have an impact. Play around with a few items to see how you might be able to enhance your conversion rate.
Give your audience the best experience possible on your web site with an appealing and easy to navigate design and valuable content. Then work at how you can increase your conversions by executing some of these strategies and testing their effectiveness. While some of these tasks may seem tedious, they are well worth your time.
And if you’d like a professional to evaluate your web site for design and conversion opportunities, take five minutes to fill out our marketing audit.