What comes to your mind when I say the word “website”? Pause and think about it for a second or two.
For me, I think about the overwhelming number of websites that exist and how much competition that creates for businesses. I’m guessing my first thought seems too specific to be a gut reaction, but it’s directly tied to my job. Let me explain!
There’s a massive number of websites and webpages in today’s world each with their own purpose—and the number will continue to increase. For business purposes (at a high level), they’re trying to make money online by selling something or generating a lead. So, how are those two concepts related and why does it matter?
Websites are revenue-generating business tools, and they’re faced with a lot of competition.
Competing? For What?
When businesses have websites, specifically ones in the same industry, those websites are usually competing for a number of different things. They’re competing for things like attention, brand recognition, loyalty, repeat business…and revenue of course. Websites are useful and productive in so many ways. However, the small caveat is that you have to use them wisely. Otherwise, you probably aren’t seeing the best results and may be asking, “Is this as good as it gets?” Or, you might think the results are sufficient and may not even realize that there’s potential for them to be better! That’s where my job and industry come into the picture.
Looking at websites through the lens of conversion rate optimization (CRO) helps businesses find insights regarding areas of missed opportunity, frustration, confusion, poor functionality, and more—and ultimately lost revenue. Then, we run tests or provide suggestions on how to address our findings.
I can’t cover every best practice or topic that falls within the topic of CRO in this post of course but check out my tips below to (a) find starting points for optimizing or (b) check your website if you’re already running optimization initiatives.
Some Tips for Optimization
#1: Prioritize your content and calls to action (CTAs).
Users will leave your site without converting or engaging for a number of reasons…confusion, frustration, not finding what they want, etc. Lack of prioritization can be a contributing factor.
Here are some specifics to consider:
- Let a hierarchical structure inform your site’s structure and individual page designs.
- Does the order and flow of your content make sense?
- Make sure engaging, relevant, and high-priority content is presented first (above the fold or closer to the top of the page, not at the bottom).
- Determine which CTAs are most important. Do you have any that are competing with each other? Is priority clear?
- What are your conversion paths?
#2: Question if you’re conveying value effectively.
What are your strategies for conveying value? Are they clear, concise, and convincing? Attention can be difficult to capture and maintain but conveying value effectively can increase both engagement and conversions.
Think about the following:
- How are your benefits presented? Where are they located?
- Are you calling out your value proposition and benefits, or do they blend in with other content?
- Do you have any trust markers, testimonials, or social proof on your website? If so, where is it located?
- Are your benefits presented in a way that resonates best with your target audience?
#3: Make sure your messages and designs are cohesive and consistent.
Across all of your marketing efforts, make sure you are cohesive and consistent. Whether we’re talking about ads, landing pages, or websites, this concept applies to all three. It’s important for your efforts to be united not only for the sake of your brand, but for users’ as well.
Contemplate these points:
- Are you using the same color schemes?
- Does your copy sound like it has one voice?
- Does your ad copy align with what’s on your landing pages and website?
- Are images and designs cohesive? Can users easily connect the dots as they move from one platform to another?
After all the tips, I hope you’ve found some new strategies to apply in the online efforts of your business. It may be too biased for me to state its importance, so don’t take my word for it. Start optimizing your site and let the results show you!