Everybody wants the best ROI for his or her marketing efforts, whether it’s a TV ad, a Newspaper ad, a social media campaign, the corporate website, or a PPC campaign. The returns vary for every type of marketing: Print, TV or digital. The problem is “the businesses that are getting a healthy ROI from traditional marketing ways, often sulk about not getting the similar level of results from their websites.” The development costs, hosting costs, website promoting costs: all are going in vain. No doubt, many businesses need to fix their website for bringing more traffic before expecting returns. But, what about those who are facing the similar problem despite of getting good traffic?
No matter what, the question remains, “How to Convert a Website’s Traffic into Customers?”
“As such, whenever a visitor of a website is converted into a potential customer by filling a conversion element like a contact us form or calling a number on the website, he or she is known as the lead. This process is counted as a single conversion and the ratio is known as conversion ratio. A conversion rate of 5-6% of healthy traffic numbers is considered optimal.”
Include the contact number
A contact number on every page builds trust among the visitors. Contact information, including the Skype ID, on the top right corner of a web page is almost a universal conversion booster, nowadays. However, don’t create a mess by overwhelming the corner with a lot of IM’s icon. If you’re willing to keep a lot of them, keep them at the bottom of the website or where they don’t mess with the design.
Small form on every page
Many visitors out there are rather hesitant or lazy to pick their phones to call you. In that case, they may expect you to call them. Embedding a small contact us form proclaiming “call back”, asking for information like email, name, and phone number, on every page will cover those customers.
Don’t make the form too big or ugly. It should be small, asking for as little details as possible and cute if you want to generate some interesting leads. If you want to put bigger forms asking for every sort of information, make a separate page for them and put its link below those small forms.
In addition, always put those forms on every webpage of your website if you want leads from every part of your website. Not those fake forms that redirects, but those in-page user submitable forms that actually works.
A video on principal pages
Do you know that a potential lead is 70% more likely to fill a form or call a phone number after watching a convincing video, on your website? Thus, make sure the website has a healthy set of informative videos about your business, services, and products relevant to the page on your website. If you’ve a page selling vending machines, make sure there are informative videos about your success and approach towards the vending business. Don’t make the video too long or gimmicky if you want to build the trust. Fill it with the essentials that are helpful for you as well as the potential customer in deciding their next partner or customer respectively.
Make an impactful About Us Page
No doubt, including an impactful about us page is a great ways to make user to trust your business and brands. However, most of the “about us” pages lack the punch, back story about the owner or a related brand, motive behind starting the business and an enticing mission statement. While most of the about us pages has good information about the business, they seldom include above-mentioned information like the back-story or the motives.
As simple as it sounds the more the user becomes engaged in your story, the more chances he will generate a lead.
Are you aware that an informative and easy-going About Us page generates more leads than the blog page?
Put Social media buttons on the footer
Chances are your business page would be active on most social media websites. Put the link of those pages on your website’s footer, most importantly Facebook, Twitter, and LinkedIn. If you’ve a lot of photos on your site, don’t forget Pinterest and Instagram.
I hope you by now you would have realised why everyone says “Leads Mean Business” when it comes to traffic and sales.
Just including good quality products and services on your website is not going to work. You have to make sure site conversion friendly with the above methods.
If you successfully acclimate to those changes, you’re certainly making the most out of your business website.
Jignesh Parmar is the digital marketing analyst & strategist at Intesols. For the last three years, he is helping small businesses and start-ups to gather the right online marketing tactic. He is passionate about everything digital, and his life revolves around online marketing world.