Website Conversion Issues


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Your site might pop up in the search engines for all sorts of search terms, but that is not to say that you will convert your visitors into customers or leads.
Don't make these basic mistakes...

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Website Conversion Issues

  1. 1. Tailormade4you Presents: Website Promotion Series Slideshow 2: SEO is not enough!
  2. 2. Introduction <ul><li>SEO is vitally important for a website </li></ul><ul><li>NO SEO = NO Visitors </li></ul><ul><li>Research has shown the following: </li></ul><ul><li>Position 1 : 42,25% of hits </li></ul><ul><li>Position 2 : 11,94% of hits </li></ul><ul><li>Position 3 : 8,47% of hits </li></ul><ul><li>Position 4 : 6,05% of hits </li></ul><ul><li>Position 5 : 4,87% of hits </li></ul><ul><li>Position 6 : 3,99% of hits </li></ul><ul><li>Position 7 : 3,38% of hits </li></ul><ul><li>Position 8 : 2,98% of hits </li></ul><ul><li>Position 9 : 2,82% of hits </li></ul><ul><li>Position 10 : 2,97% of hits </li></ul>The first SERP (Search Engine Result Page ) gets 90% of the traffic!
  3. 3. High Rankings = High Reputation <ul><li>Google measures ‘reputation’ in terms of Page Rank (PR) </li></ul><ul><li>Normally: High PR = High Rankings = Lots of Traffic </li></ul><ul><li>BUT… WHAT IF THOSE VISITORS DO NOT ‘CONVERT’ ? </li></ul>CONVERSION TERMINOLOGY When someone visits your website you want them to DO something, either buy your product directly from the site, sign up for your newsletter or contact you via email or via phone (turn into a lead/ prospect). If your website visitor performs any of these desired actions, they have ‘converted’ from being a mere visitor into a customer, a prospect or a lead.
  4. 4. Reasons Preventing Conversions <ul><li>The amazing ‘visitor repulsing’ website example: </li></ul><ul><li>To protect the identities of the owners of this site, direct references to the site will not be made </li></ul><ul><li>This site has the following features: </li></ul><ul><li>It has a Page Rank of 6, which is very high in SEO terms. It should therefore potentially perform well in the search engines. </li></ul><ul><li>However, at the time that this was reviewed, it was built completely in flash, meaning that the site was a black box to the search engines. This meant that only the home page ever had the opportunity to appear in the search engines. </li></ul><ul><li>Apart from that, the site had a few internal flaws with regards to its presentation that could also contribute to weak conversion performance </li></ul><ul><li>We will now take a closer look at some of the features of the site that presented problems with regards to conversion </li></ul>
  5. 5. Conversion Problem Factor 1 <ul><li>Flash Intro or Splash page </li></ul><ul><ul><li>People want to have information IMMEDIATELY and not have to wait for it. The flash intro on this site loaded for 2 minutes before the actual site was displayed. </li></ul></ul><ul><ul><li>There was no way to skip the intro. However, one should consider that if a ‘skip intro’ is available, why have it at all? </li></ul></ul><ul><ul><li>Irritating audio started playing automatically with no option to switch it off </li></ul></ul>
  6. 6. Conversion Problem Factor 2 <ul><li>Website does not address WIIFM </li></ul><ul><li>People want to see the benefit for THEM, “provide engaging benefit oriented content that focuses on visitor needs and goals” </li></ul><ul><li>See next slide for the home page of this site </li></ul>
  7. 7. Home Page of Problem Site This is a typical example of a home page that does not address the ‘WIIFM’ (What’s In It For me) question of the website visitor. There are no benefits to the visitor stated, the content does not address THEIR needs or requirements.
  8. 8. Conversion Factor 3 <ul><li>No Clear CALL TO ACTION, and / or </li></ul><ul><li>You are making it difficult for people to contact you! </li></ul>
  9. 9. Where is the Call to Action? Where is the Contact Us link?
  10. 10. Conversion Factor 4 <ul><li>Build trust </li></ul><ul><ul><li>Trust logos, certificates </li></ul></ul><ul><ul><li>Testimonials from real clients </li></ul></ul>
  11. 11. Conversion Factor 5 <ul><li>The only way to really determine which elements of your site works and which not is to TEST. </li></ul><ul><li>This means that it should be easy to make changes to a site to present various options to visitors and then see which version converts better. This is difficult to do with a full flash site! </li></ul>
  12. 12. Conclusion <ul><li>Website conversion is a whole science on its own and difficult enough to get right without making basic mistakes </li></ul><ul><li>Do not make it more difficult by getting the basics wrong: </li></ul><ul><ul><li>Do not have a flash intro or a meaningless splash page – you are placing a barrier between your site content and the visitor </li></ul></ul><ul><ul><li>Do make it easy for visitors to contact you by offering various contact mechanisms – contact forms, email, live chat, telephone etc </li></ul></ul><ul><ul><li>Ensure that you address the needs of the visitor – what benefits are in it for them to buy from you? (Higher quality, faster response, better service, lower prices? Choose one or two!) </li></ul></ul><ul><ul><li>Ensure that your website contributes to your company brand and builds trust by presenting a professional image, testimonials, trust logos and badges, good references from other parties. </li></ul></ul>
  13. 13. <ul><li>Created by Christine Anderssen </li></ul><ul><li>Website : </li></ul><ul><li>For high converting websites… </li></ul>