Considering Your Conversion Rate
A site’s conversion rate is basically the percentage of site visitors that make an enquiry or purchase. A website’s ability to convert is important, and therefore this should be considered by your web design company.
Points to consider include:
Great design. A website’s design needs to instil confidence; it needs to look professional rather than spammy. No one wants to give their credit card details to a site that looks as though it was built in the 90s!
Call to action. The call to action message needs to encourage visitors to perform a desired action – whether it’s to make a purchase, enquire by phone, or sign up to a newsletter. The call to action needs to be strategically placed and should stand out.
Landing pages. These are the pages that site visitors land on when directed from another source (e.g. a search engine). The message on a landing page needs to match the marketing message used at the source, thereby providing site visitors with information that they are expecting to see.
On-page content. The content needs to provide visitors with useful information; therefore, it needs to be well written and error free. Typography is also important. Crucial information should be at the top of the page, and user-friendly font sizes and colours should be used.