What Makes A Website Successful

What Makes A Website Successful

Creating a successful website with high conversion and retention rates is more science than art. By employing a structured approach to conversion optimization, your business is twice as likely to see a large spike in sales. But what does this approach entail, and how can you apply it to your website? In this article, we’re going to find out.

1. Clear Unique Value Propositions

Your Unique Value Propositions or (UVPs) should be front and center on your landing page or homepage. This will catch the visitor’s eye right away, and he will understand exactly what your business has to offer. The UVPs should also be clear and well-targeted in order to deliver the message effectively. Who are your ideal customers? Are they tech-savvy, or do they work in a department where they are not as technically focused? Are they aware of your type of product or service, or are they just looking for a particular benefit? Each target customer will have to be addressed differently.

2. Testing calls-to-action

Calls-to-action or CTAs are the glue that binds a campaign together. Without them, a customer will have a harder time understanding how to proceed if they want to do business with you, and you may lose some of them in the process. CTAs work best when they are clear and when they explain the next step well. Once again, it is key that you understand your customers and their mindstate in order to have effective CTAs, but you can further increase your conversion rates with A/B testing. Something as simple as changing the color of your CTA button from green to red can have a dramatic impact. Furthermore, you can ask and then leverage customer feedback. After all, the easiest way to understand your customers’ pain points is to simply ask them.

3. Testing the headlines

If CTAs close the deal, headlines get it started. In online marketing, first impressions are essential, and a good headline will ensure that the first impression is favorable. Like CTAs or USPs, there are certain best practices for writing a headline, but testing, testing and then some more testing will get you across the finish line. Clarity is important here as well. A headline such as “Try our software for 30 days free of charge” will probably draw more attention than “Create an account today!” In the first headline, you let the user know right away that you offer a software product, and that they are able to try it out for 30 days. The second headline tells the user nothing, outside of the fact that they need an account to use your product or service.

4. Short forms

Nobody likes filling out forms, especially not when they’re looking to get to something they actually want. Think about the last time you were about to make a purchase online, only to be met by a form with 10+ fields. Odds are you went looking for a competitor. If not, it was at least an inconvenience that would make you think twice before buying from that business again. Websites that have the highest conversion rates, whether it’s for purchases or signing up, have short forms that contain the minimum number of fields. Dropbox, for example, uses a signup form that requires a user’s first and last names, email and password. That’s it. No security questions, no verification codes, no username – just the essentials. For e-commerce stores, you can skip signup altogether in order to make purchasing as easy as possible. If you allow customers to purchase as guests, your conversion rates are bound to explode. Here, you can use testing as well, and see how few fields you can get away with.

Other techniques that can help

  • A “Chat Now” button can increase the completion rates of free signup forms by 31%.
  • Replacing a “See Plans and Pricing” with a “Get Started Now” button can increase conversion rates by 252%.
  • Test different locations for the Buy Now button. It can double the conversion rate.
  • Add a pain point to your headlines for an increase in conversions of 31%.
  • Use benefits, credibility indicators, and social proof for a 144.1% improvement for your landing pages.

Are you interested in increasing your website’s conversion rates?

Testing, clarity, and a few tricks can do wonders for your business. If you would like to find out more about how you can increase your conversion rates, and get started on improving your online marketing strategy, contact us today.

Picture of Beau Brewer

Beau Brewer

I've been fortunate to have had the opportunity to gain experience (20+ years) in Advertising. I possess the unique ability to "hand craft" corporate identity, website design, and graphic design by applying my experience to create a perfect combination of printing, marketing, and design.

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