If you are offering a service or product to the market that is not sold directly from the web, your ultimate goal is most likely to obtain a sales contact that will help you activate the sale. If, on the other hand, you are offering a product or service that can be purchased directly from the web, then your ultimate goal will be direct online sales .
What is web conversion?
We consider a web conversion to be the action we set as our objective that american people whatsapp number we want our user to perform when they arrive at the website . We can define various types of conversion, but the most common would be, for example, filling out a form ( to obtain a commercial contact), a phone call or, for example, a sale (if it is an e-commerce site).
How to improve web conversion?
When it comes to defining an action plan to improve conversion on a website, it can be immense. There are many elements that can positively or negatively affect the conversion of a website, and even more so if we are referring to the most important conversion, which is getting commercial leads or direct sales.
In order to facilitate the work of designing the conversion improvement strategy, below we define 4 major areas of work that must be analyzed and improved if we want to have better performance in terms of results for our website.
Defining these areas will help us to specify which actions we can activate in each of these blocks and thus ensure that we are working on a complete improvement plan and that we are not leaving out anything that could positively impact conversion and, therefore, the results of the website.
The quality of the web visit
The first point that we must analyze and that is not directly related to our website, is the quality of the visits we receive to said website.
If, for example, we sell dog products on our website and through our visitor acquisition actions we are attracting visitors who do not have dogs, it will be difficult to sell any products. For the website to work commercially, it is necessary that the website be visited by users who are interested in buying dog products.
This would be the first element that will positively affect conversion. Therefore, if we want to improve conversion, we must ensure the best possible quality of our web users.
What should be done to improve web viewing quality?
The first thing to do is to identify the target that I want to capture. If I don't have it defined, I won't be able to go looking for it. Next, actions must be activated to reach those people and enable them to visit our website. This can be done through campaigns on Google, on social networks, organically, etc.
How do I know if I'm getting quality visitors to my website?
The main indicator that tells me if I am doing a good job of attracting users to my website is precisely the conversions. If I have quality leads or sales, that means I am working well on my visibility.
But there are other indicators that can give me information about the quality of my web users, such as the bounce rate , the time my user spends on the site or the pages viewed . These 3 elements can give me an idea of whether I am capturing good views. If there is a low bounce rate (less than 30%), the user spends more than 30 seconds in the session and visits, for example, more than 3 pages on average, it could be considered that we are doing a good job.
Web communication
A user takes between 2 and 5 seconds to decide whether to continue browsing a website. Apart from this, when browsing, the user NEITHER READS NOR THINK. Navigation is usually intuitive and diagonal.
These two elements of user behaviour when visiting a website greatly influence the way in which we communicate on the website. We will not be able to achieve a conversion if the user automatically leaves our website when they enter, either because they consider that they are not interested in what they see, or because they are not clear about what the website offers.
If we are doing a good job of attracting visitors, we will be attracting people who are potentially interested in my product and/or service, which is why it is very important when a user enters our website that they clearly see (in the first scroll):
What we offer: We must communicate what we are offering as soon as we enter the website: a product? What product? A service? What service?
Our differential value: why you should buy from us and not from others
We need to validate that we are communicating correctly on the website. To do this, a practical way to do it is to show your website to someone who doesn't know what is offered on it and to have them look at it for 3-5 seconds. If in that time they get it right with what is offered on the website and can tell you your differential value, then we are doing a good job.
Web usability
If we have already achieved a good visit to the website and we have correctly communicated what we offer to the user, he or she will begin to browse the website. It is at this point that good usability of the website becomes especially important.
What is web usability?
It is the degree of ease that a web user has when browsing the web. From the conversion perspective, it would be the degree of ease that a user has when searching and finding what we have defined as conversion.
To improve the usability of a website, you must first analyse user behaviour and, from there, define points for improvement. This is usually done through a heat map study, through user behaviour that we see through Google Analytics statistics and with a heuristic study of the website by an expert.
Exclusivity / Brand / Price
One last point that definitely affects the conversion potential of your services and/or products is related to 3 important elements that have no direct relationship with the website itself.
Exclusivity:
If you are the only one offering a product or service that is in demand, no matter what you do, you will end up selling and getting results. It would be a kind of monopoly, as long as there is demand, a monopoly usually works on a commercial level, so the concern regarding conversion is not as present.
Brand/Price:
In a competitive market, where there are several companies offering similar products and/or services, the price and brand of each one are essential elements that will directly influence the web conversion capacity.
These two variables cannot be included in a global conversion analysis of a web project. When analyzing how to improve conversion on a website, these two elements must be on the table, at least to discuss them and rethink them if necessary.
