Turn your web visitors into customers
Naturally you want to increase the number of visitors to your website - the more visitors, the more chance there is that you'll be selling your product or services. But what do you do when your website statistics tell you there are a good number of visitors but very few sales? You need to question why your website is failing to convince those users to buy your items or to get in touch.
There are always a number of factors at play - was the site easy for them to use? Did it load quickly? Could they find what they were looking for? Did they trust your brand based on what the site told them? Could they get in touch with someone to ask for more information?
"It's important not to simply look at website statistics and hope things are on the up from month to month"
It's important not to simply look at website statistics and hope things are on the up from month to month but measure how many sales or leads are actually being generated as a result of the volume of traffic. If you're not generating income from the users visiting your site it's time to change something to move towards a better conversion rate. In this instance hoping sales will increase by driving more traffic to your site is like hoping the car will go faster by filling it up with more petrol. You don't need a bigger fuel tank, you need to upgrade the engine.
So what website upgrades should I make?
First of all you need to identify the pain points that your users are facing when navigating your site. The simplest way is to write a few questions as if you were a customer and attempt to find the answers by using your site.
For example, if you sell guitars one question might be "I want some new guitar strings and then I want to speak to someone about how to re-string my guitar". Load the site and document the process you have to go through to answer those questions. Be honest and ask, was it easy to find the solution? Could this process be improved? What did you find frustrating? Chances are your customers will experience the same thing... and more.
"Once you've identified some areas for improvement, set about creating an action plan."
Once you've identified some areas for improvement, set about creating an action plan. Decide a priority (which could be based on improving the areas linked with the most profitable items or services first) and then work out how to roll out the changes to the website and be sure you have analytics code in place and 'goals' set up. Note when the changes go live so when you look at the statistics you can make a date based comparison before and after the changes.
Did it work? Test again...
After your changes have been made, test them by asking the same questions as before - hopefully you will see a vast improvement. Continue to drive traffic to your site and review the statistics - are users now sticking around longer? Buying more products? Getting in touch more often? From here you have a platform to continue to improve and tune your website.
Your website is part of your team - working through the night and all day promoting what you do. Make sure it's up to the task and doing it properly.