Ever been told your website is all flash and no cash? If so, you’re probably sitting on a high-octane brochure website that has little else to offer. Somewhere down the line you forgot to create a coherent site structure or any form of rational organization; site visitors don’t know where to start. What about interoperability and interactivity? Come on, the experience is bad enough on PCs; mobile users don’t stand a chance. Social share buttons? Those are for companies that have content to share. Forget about on-site analytics; you’re not even sure anyone is visiting your site.
If some or all of this is hitting a little too close to mark, you probably need to revamp your website ASAP. Here are five problems you’re gonna have to fix if you really want to increase website conversion.
Lame Layout - If your site’s layout more closely resembles that of a Rorschach image, it may be time for a website redesign. Begin by sitting down and thinking about what it is you actually want users to see and do while on your site. Think user experience, taking a cue from your own likes and dislikes when navigating websites. After all, in today’s digital age, your site is more than just an online storefront; it is the lynchpin of your brand’s online presence. Make sure your its look, feel, and functionality properly reflect your business goals and values. Once you figure all this out, consider implementing a responsive web design (RWD), which provides a seamless user experience over devices of varying size and screen resolution.
Messy Messaging - Like words and music, the integration of messaging and design are critical elements of a well-functioning website. Both stem from a clear understanding of two things: your brand’s value proposition and its target audience(s). In other words, what/why you are selling and who you are selling to. Designing a website without a clear brand message is like building a road without giving thought to its destination. This is an area where simplicity is your greatest ally. In fact, 99% of your website messaging should revolve around addressing these fundamental questions: Who are you/why are you in business? What are you selling? Who are you selling to? Why should these people buy from you? It’s not rocket science, gang- don’t over complicate it.
Crappy Content - Forget the early SEO playbook of dense, static, keyword-laden content; the times, as they say, are a changing.’ Today’s consumers expect websites to inform and resolve in the most streamlined manner possible. In short, they want value. Informative blogs, quick how-to videos, highly-visual eBooks that are easy to access and digest provide value; offering useful content will establish your brand as a go-to resource for consumers in the market for the product or service you provide.
Inadequate Interactivity – One of the biggest differences between a brochure website and a functional website is interactivity. Enticing calls-to-action (CTAs) with descriptive landing pages shape the on-site user experience and make your web content more actionable; both also help clear the path to the sale.Social shares invite visitors to promote your content to their followers: people who may have similar interests, wants or needs.
Absent Analytics – In an age characterized by the proliferation of measureable consumer data, having a business website without some form of analytics is tantamount to lobotomizing your sales and marketing efforts. How do you expect to offer a more relevant product or add value without measuring performance? Would you do the same offline? I highly doubt it. There are a number of free and paid sales and marketing automation software applications providing scores of useful metrics to help you increase website conversion. Website analytics can provide a number of useful insights, such as who is visiting your site, which types of content do they prefer, where are they sharing it on social media, etc. Big data is only going to get bigger. Your competitors will use web-based feedback to improve their brand; don’t get left behind.
Consumers, aided by social, mobile and internet technologies, are expecting more from the brands with whom they choose to do business. They are beginning to define a brand mostly, if not solely, by its online presence. To offer value and increase website conversion, make sure you fix these any or all of these five elements if they are broken.
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