There are two different ways to optimise your website. Static Optimisation involves changing the look of the site, while Dynamic Optimisation improves its ´stickiness´. These tips are based around Conversion Optimisation techniques that improve the look and feel of your site by building confidence and trust in your visitors.
Conversion Rate Optimisation
Converting Visitors to customers is based on the combination of two things. The needs of your visitors along with persuasive site content and a professional website design that encourages people to take a desired action … your Call To Action. Changes to your website can be defined as performing either Static Optimising or Dynamic Optimising.
Static Optimisation
Improving the usability of your website, static optimisation is about properly designed web pages that reinforce what made them come to your website in the first place. They should see your company name or logo, clear menu navigation, and within a couple of seconds know exactly who you are, what you do, and know what your Call To Action is. There should be no distracting links, images or text. Similar to Home Staging, Conversion Optimisation clears the clutter from your website, leaving the message you want heard.
Dynamic Optimisation
Dynamic Optimisation is about improving the ´Stickiness´ of your website, which means getting visitors to want to return again and again. The best way to do this is by offering excellent content and an unparalleled service/product. Give them the opportunity to interact and share information with your website and you as an owner. Provide a Forum, start blogging, offer a Newsletter, integrate Social Media, RSS Feeds … anything to bring your website to life. Make your website interactive and an enjoyable experience which helps rather than hinders your visitors. With just a few small changes to your website, you may well find more visitors converting to customers than ever before.
CRO Optimisation Tips
Most visitors will arrive at your home page so this is the main landing page on your website. If your visitors come from some form of advertising, then create yourself a Landing Page specifically designed to receive your visitors. Most people have decided whether they want to stay or not within a few seconds, so within this time you want to have gained their trust and get your message across.
Gain your visitors´ trust by providing clear contact information and if you have them, testimonials. Don´t make them up though. If you don´t have any, don´t show any. If a TOS is important to your business, then keep it as short and as clear as possible. Don´t lose visitors with technical jargon that most people don´t understand. If you have a Customer Support Line, make this as prominent as you can. People love to know there is help available if needed.
If you need to know how to get your message across, learn how your main competitors do it. Search Google for a competitive keyword phrase and visit the top sites on the first page of SERPs. Look at their home page with your Conversion Optimisation eyes and see how much information you take in within a few seconds.
Social Matador Tip
Learn from your competitors, they are probably doing many things right.
