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Traffic and Conversion: Your Two Best Friends

You’re scaling the ranks of Google at lightning speeds. More people are finding you every month. Your traffic is starting to increase exponentially. Why are people still not buying or calling? Where are the conversions?

I was given the quest this summer – and I say “quest” because I psuedo-purchased more pairs of men’s moccasins from L.L. Bean than I care to admit – to analyze the buying and checkout process of the top ten converting retail sites on the web from the past year. I sorted, clicked, searched, and eye-balled every pixel of these online retailer’s storefronts to see what they all had in common. Armed with Excel, I made notes of prominent things I noticed on each site and began to see patterns. I was intrigued by the outcome. Here are just a few of the things I discovered on almost every site I looked at:

  • Clear calls-to-action and opportunities to make a purchase or receive more information. Even easy ways to delete or cancel an order! Who knew? Conversion Optimization at it’s finest 🙂
  • There were “warm fuzzies” like pictures of helpful customer service associates, 800 numbers, and security locks all giving off the vibe that “We’ll take care of you”, and “go ahead – give us a call.”
  • Less really was more! Most people online are interested more in something visual like a nice product picture or brief description of your product or service with an opportunity to see more information if they want it. Don’t create a case of information overload.
  • Clean, simple and organized seemed to be the design rule. This doesn’t mean you need to spend a fortune on a “beautiful” site. The former seemed to trump the latter in several scenarios. The more accessible your product or service information is the better chance you’ll have of getting someone to bite.

I hear it all the time. “I have X number of people coming to my site every month but nobody is buying or calling!” You might be surprised at some of the simple tweaks you can make to your site that can turn those “window shoppers” into some of your best customers/clients. What types of things are working on your website to convert prospects into clients?

Netmark Essentials are absolutely some of the biggest specialists in the conversion optimization world.  Ask us how you can increase your website conversions by over 100% on average!