How a “conversion” is defined will be different depending on the purpose of the website. For some websites, the goal may be to have the visitor click on a button, while others may want to have the visitor make a form submission. Ideally, it’s the action that you want every visitor to perform when they go to your website. Regardless of how you define what is a considered a conversion for your website, getting conversions is something every website owner strives for and wants to improve.
Now, the million dollar question that every website owner is asking is: how can I get more conversions and generate more leads from my website? Luckily for you, this isn’t rocket science and there are some very simple things that you can do to help you get more conversions.
1. You need to have relevant content
The most important thing for any website is to have content that is relevant to what your visitors are searching for. For example, if I’m searching for “men’s shoes” on Google and I come across your web page, I would expect your web page to be about men’s shoes. But if I click on your web page from the Google search results and I don’t see anything about men’s shoes, then I’m most likely going to hit the back button and click on the next search result. Not only would your web page’s bounce rate go up, you would be losing potential leads as well.
Ideally, you want each of your pages to be talking about one specific topic. If your website is about men’s shoes, women’s shoes, and kid’s shoes, you want to separate those topics into 3 separate web pages so each of those pages are relevant and focused. This will let your visitors know that they have come to the right place and you have what they’re looking for.
2. Feature your call to action prominently on your web page
Your call to action should be one of the most important parts of your web page. After all, this is THE thing that you want your visitors to interact with. So logically, you would want to place this in plain sight and in a prominent spot on your web page.
Well, what would be a “prominent spot” for a call to action button or form? According to the research company Nielsen Norman Group, people tend to read web content in an F-shaped manner. This means that people tend to read across the top of the screen from left to right. Then, they tend to scroll down a bit and continue reading from left to right before briefly scanning through the content’s left side. This reading pattern resembles the letter “F”.
In fact, Google is using this information to better promote their ads. If you’ve noticed, Google no longer places their AdWords ads on the right side of their search results. Google has changed the way it displays its AdWords ads by making them appear either at the top left immediately before the search results or at the bottom left just below the search results. By using this setup, Google is placing its ads within the “F” zone which will help them get more exposure and generate more clicks.
So if you have a button or a contact us form that you want your users to click, your best bet is to put it at the top left of your web page or somewhere within the “F” zone. Too many times have I seen people place their call to actions in the body of their web page or in the sidebar, which is just plain ineffective.
3. Lower the attention ratio of your web page
The attention ratio of your web page is defined as the number of links to the number of call to actions. So for example, if you have 10 links on your page and 1 call to action, that page’s attention ratio would be 10:1.
If your web page’s goal is to generate conversions, then you will need to lower the number of unneeded links that are on it. The danger of having many links on your web page is that your visitors may click on link after link and completely forget about your call to action by the time they think they’re done with your website. This will lead to wasted leads and of course lower conversion rates.
By getting rid of these distractions and lowering your page’s attention ratio, your visitors are more likely to focus on your call to action, which will lead to more conversions over time. At the end of the day, you want your visitors to click on your call to action and not these other links. Any other link aside from your call to action is a distraction and will cause your visitors to venture off course.
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