THE POWER OF THE CLICK

Your website is no longer the first thing prospects see when they begin their business solutions search online or when they look for the products you sell. Your website can be the last leg in an long journey that customers take before they buy. These journeys may wind through searches, blogs, more searches, on and through social networks, instant messenger and email. When they arrive at your site, the goal is to convert them.

A website conversion is when a visitor to your site takes a desired action, usually filling out a form to become a lead or make a purchase. Website conversion strategy urges traffic to click forward from where they landed and convert. Website conversion tactics provide a welcome place for weary travelers—it's like already having a room ready and having a key handed to you when you walk in the door without even having to go to the front desk. The average website conversion rate in the sub 1% range. Even small improvements in this conversion ratio can bring large results.

Lead prospects then convert them.

There are two key elements that lead to successful conversion rates. The initial step is to generate leads to your site. Our Internet marketing team develops an integrated strategy to drive online traffic. Once they land, we ensure sites are set up to make them stick ... and click.

STEP 1. ESTABLISH A BASELINE

STEP 1. ESTABLISH A BASELINE

Deploy Google Analytics or other marketing analytics like HubSpot to establish baseline data. This is a vital step. Without it you can't measure improvement to see what's worked and fine tune what hasn't.

STEP 2. AUDIT

STEP 2. AUDIT

Assess the site to insure calls to action are present and above the fold (referring to the section of a web page that is visible without scrolling).

STEP 3. BLINK

STEP 3. BLINK

Ensure every landing page passes the "blink test."

• Close your eyes and rest them for a few moments, forget what the website looks like. Open them. Where do your eyes naturally travel to? Are you connecting with the call to action right away? If not, it's likely your visitors aren't either.

STEP 4. SEEK OPPORTUNITY

STEP 4. SEEK OPPORTUNITY

Whenever possible turn every page into a conversion page. Reduce barriers to conversion—remove unnecessary form questions or required fields.

STEP 5. LINK

STEP 5. LINK

Add hyperlinks to pages wherever they are relevant and beneficial. There is an inversely proportionate relationship between hyperlink volume and bounce rate—that is, the more options a visitor has to link on your page, the less likely they are to leave your site and go somewhere else.

STEP 6. TRACK

STEP 6. TRACK

Employ Google Website Optimizer to track your changes and multivariate testing on each page to optimize the placement, look and feel of calls to action and other page elements.

STEP 7. MEASURE

STEP 7. MEASURE

Keep what works, change and improve on what doesn't to determine success rates.

When you're ready to develop a website conversion optimization platform, join us. We'll be ready to help you build a kickass website with a kickass conversion rate.