Every time you see the letters ‘www’, what comes to mind? Of course, these three letters have become a cliché in today’s world. However, back in the early 2000s it represented the wonder of the world—the internet boom. Prior to that time, businesses could only do so much in terms of lead generation, sales and marketing, because they could only reach a few people. But with the advent of the internet, global visibility became a possibility. Businesses saw the potential to reach a much larger and dynamic audience. This article will outline the importance of having a website, and the dynamics of having one that converts.

It is a fact that we are being ushered into the 4th industrial revolution, where Artificial Intelligence, Internet of Things, Virtual and Augmented Realities are being integrated into our way of life. Therefore, it comes as no surprise that the first place to go every time you encounter a strange concept is the internet. Let’s consider how this affects a business.

Imagine that you’re in need of a vendor. You’ll probably first go online to check out businesses that provide the service before calling a colleague or a friend. Why? Because your phone is closer to you than the next person—almost always. This confirms that people are always searching the web for one thing or another. In fact, research shows that an approximate 63,000 search queries are conducted every second!

From this, we can see that having an online presence increases the chances of recognition. A website not only increases your visibility but also shows professionalism, because people mostly obtain their information about a business online rather than in-person. This process is even more confirmed for businesses that cannot be reached physically—internet-based businesses, as they’re called today.

But having a website alone is not enough, especially in our times, because it is slowly becoming a norm. So, the question to ask yourself is this: what makes a website stand out among others? What makes for a converting website?

When someone completes a pre-determined and desired action on your website, such as signing up for a newsletter, sharing a blog post on social media, or purchasing a product, this is referred to as a website conversion, and your conversion rate is the percentage of people who complete your desired action.

There is a mathematical formular for calculating your conversion rate:

[number of people converted/total number of website visits] x 100

For instance, if you had a total of 20,000 website visits in a month and 8,000 of them took action on your website, then your conversion rate is,

Conversion rate = [8000/20,000] x 100 = 40%

After determining your conversion rate, your next task is to increase the rate to optimal levels. The following steps offer suggestions on how to do this.

  1. Make your website more user-friendly

If people enter your website through a Google search or other means, you have already done the first thing necessary for increasing your website conversion rate. In most cases, people will enter your website and not actually complete a single action. So, make it as easy as possible for visitors to complete your desired action, then improve the process by adding dynamic interactive elements to your website. Like easy add to cart, live chat feature, signing up for your newsletter, giving out free e-books, etc.

  • Use persuasive content copies

People first connect with anything at an emotional level before they become logical with them, so your task as a business owner is to engage and capture users’ attention on your website’s landing page. The point to note here is capture the attention.

In terms of writing effective content, it’s all about persuasive techniques. Use emotion-based copies/stories to grab people’s attention. Your content should address the needs of the user, keeping your message short and sweet. If you want to convince readers to take your advice or buy your products, the content you provide should align with their mindset. At the very least, put a call to action (CTA) on your page and make the CTAs simple and prominent.

  • Create a sense of urgency

Make a landing page that convinces visitors to take an immediate action or purchase. The Nielson Norman Group suggests that users often leave web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer. Even if your business has a large number of visitors, the majority of them may not stick around long enough to complete their intended action. So, you can increase your conversion rate with sense of urgency as well as with purchase guarantees. A promise that the buyer will get their money back if dissatisfied is far more convincing than merely saying “Register here”. Another approach is to offer discounts or free trial.

  • Offer personalized service

Being personalized with each customer is the best way to increase website conversion rate, because people want to feel connected and wanted—it is a psychological human need. When a customer has the option to contact you, you should first figure out the reason why the customer visited your website. Ask yourself, “What would be the perfect answer that would make the customer happy?” By answering that question, you can make the next step of conversion the most pleasant experience.

The information that you have gathered from that one-on-one conversation can make sure that you are going to provide your potential client with the most useful and perfect information or service that he or she needs.

  • Ask for feedback

Asking your customers to complete a survey, allowing them to express their appreciation for your product, share their own ideas, or tell you about their experience with your product is a valuable conversion technique. Conversion surveys are popular because they allow people to rate a website or leave feedback on how to improve upon the product or service offered. They also allow you to learn more about your audience and collect valuable insight.

  • Reach out to people

Interact with your audience on social media. Reach out to people who are following your business or you may not be aware of their existence. Participating in online communities and social groups or forums in which people can chat and get answers to common questions will create a family-like relationship between your business and your customers. Participate in forum communities where people discuss the issues and problems they have regarding a product or service related to what you offer and you’ll be amazed at the results it would bring.

Finally, websites are great, but with every good thing comes a downside—and websites are not exempt. The major downside to having a website has a lot to do with cyber security. But recent technological developments have created a system for protecting user information and accounts, and with a good cyber security expert, you can be confident of having an awesome website.

If you want to build a website that converts, you can reach out to us for your website development and we’ll be glad to help you all the way.