Website Conversion Optimization Services
Website conversion optimisation services is a mouthful to be sure. And while it does sound quite mysterious, it really is a simple concept to explain. Let's take it down to its lowest common denominator. Then you will better understand the services that Lodi Commerce provides.
Conversion has to do with changing one thing to another. In sales, it specifically refers to moving a potential lead to a paying customer. No company could survive if it did not have the capability of converting visitors and closing sales. Likewise, on the internet, a website must position itself to convert traffic. In some instances, the visitors to the site are not qualified, meaning that the traffic is more or less junk. The key is to separate the real customers from the tire-kickers. And for internet based businesses, it is more difficult to convert visitors because the website must do the talking. There are no physical salespeople to encourage visitors to buy. On the other hand, when you go into a store, employees try to sell you something through the guise of helping you.
Optimisation is making something the best it can be. It is about efficiency. In sales, it refers to creating an environment that is conducive to purchasing your product. Websites need to be organized so that they can sell to the traffic. Thus, optimisation of a website involves making the content and the advertising speak to the visitors so that they become customers. Basically, it is a better way to convert potential leads and ideally convert more leads to sales.
Now, if you put everything together, you see that the website conversion optimisation services that Lodi Commerce offers have been created to help you convert your traffic into sales through better optimisation on your website. And the website alone is not the only sales tool in this equation. Landing pages, live chat support, sales ads found in search engine sponsored results, banner advertising on other sites, and interacting with your customers through social media are combined ways in which you create sales. All of these methods need proper conversion optimisation.
Unquestionably, many people are capable of getting traffic to their websites. The problem is they do not know what to do with the visitors when they arrive. Typically, most visitors to most websites stay a very short period of time, and in many cases leave immediately because they do not believe the site has what they need or want. The key is to catch your visitors and stimulate their needs to buy. Lodi Commerce does this through:
- writing and displaying proper headlines,
- offering easy navigation in the website design,
- keeping the visitor on-point by not distracting her with other stuff,
- showing him exactly what he came to see,
- and by fixing problems such as broken links, outdated information, and database connection errors.
What you also have to realize is that sales do not always mean selling something the first time around. In fact, your promotional material may focus on having the visitor take more information by offering a free ebook or some type of download. Visitors need to feel that they know you and trust you. Regardless of what you hope to achieve, you must do it in a way that ensures your end goal. You need your traffic to pass through your sales funnel so that visitors do what you expect of them. If you have spent the money to pre-sell your prospects, it makes no sense to lose them when they finally arrive at your website.
Moreover, tweaking or fine-tuning are common terms for website conversion optimisation services. Small changes in the design and layout of the website can mean the difference between losing money and running a profitable business. Examples of fine-tuning include:
- adding an icon for the shopping cart on each page of the site,
- encouraging visitors to view the catalog,
- adding "buy" buttons, instead of plain text alone,
- sending qualified leads to the page for which they search (in other words, if you have an ad on a search engine or another site, send your leads directly to the product mentioned in the ad, not your homepage),
- clearly displaying your policies (items such as Privacy Statement, Secure Shopping, Shipping and Handling Fees, countries to which you ship, and any rules that pertain to the customers' purchases)
- displaying the products as small images and offering larger photos for better viewing,
- and anything else that makes the buying experience easier, and shows the customer you run a professional business.
Lastly, it is important to remember that sales do not always mean the customer buying something. An example of this concept is building an email list. Your goal may be to collect email addresses for future sales pitches. Whether you use pay-per-click, banner or free advertising to encourage visitors to submit their email addresses, you need to ensure your website landing page does exactly what the customer expects, leading to your desired results.