As companies turn to social media to drive traffic and gain new customers, there is a growing risk that the website they are driving them to will be overlooked.
It is important for every consumer-facing business to seek out new prospects and drive additional traffic via all available social media channels. However many companies still neglect some basic strategies that could maximize conversion rates for the traffic they already have.
The website remains a place where many customer conversations are initiated, and a growing percentage of transactions are completed, even if they begin elsewhere. A strong website – one that can efficiently give the customer a call to action – will put products in a better position to effectively respond to the emerging demands of the consumer.
Here are five tips to help get your website working for you:
Make Webpages Relevant
Websites should adjust marketing content in real time to reflect current events or other sales-related factors, such as customer location. Content that is tailored to different key segments (for example, notifying local customers that there is FREE shipping) can help persuade them to purchase.
Relevance includes adjusting site content to reflect where a consumer comes from. For example, were they directed from Facebook or an email newsletter? Make sure the messaging that brought them to the site is reflected in the site experience. For example, data may indicate that the buying habits of customers from Facebook are different from those who land on your site via an email newsletter.
Understand Your Customer
Use your website to track consumer behaviour while they interact with different areas of the site. Watch what they search for and what they look at, not just what they buy. This will allow you to stay pro-active and display campaigns, content and offers that are relevant.
Consistency is Key
Traffic that comes from outside channels like social media will convert better if consistent messaging is maintained throughout the sales cycle. A promotion that initially drives traffic to a website (such as “Twitter followers receive 20% off”) should be reflected not just on the landing page but also on each page that the visitor sees until they check out.
This doesn’t mean a site makeover. Instead, the message simply needs to echo the messaging that caught the consumer’s attention in the first place.
Don’t ignore the stats
If you are using Google Adwords or any other form of paid advertising, make sure that you are getting the return on your investment. Check your stats regularly and if they aren’t coming out positive then you need to review your strategy. Make sure that your landing page and content match the Ad and keywords you are targeting.
Which leads me to my last point…
Test, Test, Test
To know if a site or landing page is truly working, you must constantly test it to ensure that content is presented in a manner that allows consumers to convert. Businesses should test for quick wins and optimize the choice of messaging, design of buttons, layout of forms and display of positive reinforcements like trust seals and privacy assurances. Even a small improvement at each stage of the process will pay big.
By making the use of A/B splits and testing tools, brands can increase creativity, experimentation and revenue. A culture of testing in which decisions are data-driven is the best posture from which to meet marketing challenges.
Is your website not converting? Why not give our Search Engine Marketing team in Berkshire a call on 0845 241 7383 and see how we can help you.