You’re already familiar with SEO. The abbreviation stands for Search Engine Optimization, a collection of techniques that website builders use to make sure that your website ranks high in search engines. But what if your website attracts lots of visitors, but these visitors don’t go on to place orders in your webshop or ask for quotes? According to Karl Gilis of AGConsult, world number 3 in conversion optimization, it’s a problem that occurs all too often.
“With conversion optimization, in simple terms we compare the number of people who visit your website with the number of people who do something useful that can lead to a sale, such as subscribing to a newsletter or downloading an e-book,” Karl Gilis explains briefly.
“In the last few years, companies have realized that a website does not have to be just an expensive visiting card, but it can and must earn money as well. However, a lot of marketing people are still led astray by the visual aspect, whereas what really matters are the content and the psychological dimension.”
“Many web builders and web agencies are very good at technical things and design,” says Karl Gilis. “But consumer behavior and consumer psychology are very different disciplines. Eighty or 90% of the work is more to do with psychology than technology. Putting the right texts in the right place on your page makes the difference between selling or not selling.”
When a supermarket reduced its jam range from 24 to six, it sold seven times more jam. Choosing is difficult and frustrating. If people have a lot of choices, they often simply don’t choose. So try to limit the number of choices on a page.
Don’t be afraid of a patently obvious, large buy button. Have you heard of the Belcher Button? Perry Belcher tested every design element of his buy button in over 10,000 transactions and developed the ideal version. The button is not attractive, but it does sell: Belcher’s conversion rates rose from 35% to 320%!
Do you use photos of people? Have them looking at your product or call-to-action. Intuitively we find photos of people who are looking at the camera much more attractive but, in that case, we focus on the eyes. If the person is looking away, then we follow their gaze to the content that is important to you.
SMEs seem to love news items. Virtually every home page has them. But barely 0.5% of internet users read the news on a company website. It’s better to get to the point and show your range and solutions straight away.
Convince your visitors of why they need you. Always keep your customer in mind and speak their language. Read all your texts three times for typing errors and if necessary, bring in a copywriter.
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