Is Website Traffic Enough? Optimize Your Website to Convert

Written by Oleksandra Vereshchak | Aug 10, 2017 2:03:28 PM

While websites give brands the ability to claim their real estate online, it is important that is doing more than just generating attention. By optimizing a website for conversions, a website is working harder for you to reach your bottom line. Generating traffic to your website is crucial, but you are more interested in building revenue through your website than your focus should be on conversions.

What are Conversions?

A conversion occurs when a visitor completes a desired action on a page. Some common conversions include clicking a button or link, completed a form, made a purchase or reached a particular page. This action could take a prospect on your site and turn them directly into a contact or even a customer for your business, or, depending on what your sales process looks like, lead them further down your sales funnel. Ultimately, when a visitor takes a certain action on your website that you want them to take, it leads you closer to earning them as a customer.

Why Should Your Website Be Optimized for Conversions?

Generating traffic to your website is only half the battle. Your website's visitors should already be interested in what you have to offer, but if you do not engage your visitors, they will bounce off your page and move to a different website. By creating a website that is optimized for conversions, you are provided with a great opportunity to direct visitors to complete a desirable action for your business. In many cases, the most desirable website actions are turning prospects into highly qualified leads by collecting their contact information. In the case of a software product, perhaps that desired action will be to schedule a free demonstration of your product.

If you're just getting started with your conversion optimization, you might want to consult our 5 Point Checklist to Ensure Your Visitors are Converting in order to help you get started.

What Do Conversions Mean for Your Brand?

Regardless of industry, there are universal goals that a majority of websites have in common. While each brand's conversions lead to different results based on individual company goals and objectives, websites have key similarities what is considered to be a successful website conversion. The most common conversion types are:

Lead Generation: This conversion is ideal for brands interested in obtaining contact information from prospects. This website conversion turns visitors into leads. A positive and trusting relationship should be built and a lead should be nurtured to become a customer. If you notice that you're not generating as many leads as you want to be, you might want to check out 4 Reasons Why Your Visitors Aren’t Converting into Leads
Downloads: See what catches your prospects’ attention and what content they’re interested in. Although this is similar to lead generation, this can also help achieve other goals outside of just collecting contact information. If the download is for an app, it is equally as important to analyze how they are utilizing the application to continue to improve your strategy. If the download is for a content offer, evaluate how they are downloaded – website, emails, blogs, etc. This will help to improve your thought leadership.
Sales and Donations: If you are an eCommerce website or a website that has the ability to collect payments, sales is a primary focus. A sales conversion ensures that the visitor is making it past smaller conversions, such as adding to shopping cart or adding payment information. While sales conversions may be your top priority to reach your revenue goals, other conversions like add to shopping cart can help understand how the website visitor is transformed into a paying customer and navigates through your website.

The goals of your website should be aligned with the goals of your business. Start by clearly defining how your website can help you achieve those goals. Is it time to ask yourself if your website is working hard enough for you?

Interested in improving your conversion rates?

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