Looking to improve your business’s results in the digital sphere? Web optimization to improve conversion rates is your ally.
Because achieving visibility and getting visitors to your website isn’t enough: once potential customers have arrived, it’s essential to convince them that your product or service is what they’re looking for. In other words, you must convert them.
A step that, for many businesses, becomes complicated by not taking into account the web optimization guidelines we’ll discuss below. Don’t miss a thing!
Why isn’t your website converting?
There are several reasons, directly related to web optimization, that may be hindering a website’s conversions:
- Web design is n’t aligned with business objectives or the way users navigate the website. This is called poor user experience, a broad concept we explain below but that can include several problems: a design that doesn’t adapt to all types of devices, information that’s difficult to find, excessive loading times, and so on.
- The business hasn’t done a good job of persuasive copywriting, especially when it comes to explaining the value its business provides. That is, the website copy failed to connect with potential customers’ needs or explain how the company’s products or services can address them.
- The website doesn’t inspire trust . In the digital world, it’s essential to have elements that reinforce the validity of the business and the ability of its products to meet customer expectations. Websites without testimonials, reviews, or negative reviews have a difficult time in this regard.
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UX design and loading speed
Understanding the importance of UX design (user experience design) is as simple as this: if your website navigation is confusing and causes prospects to not immediately know how to access your products or services, users will abandon the website and look for another place where their needs can be met.
UX design is a discipline in itself, but in a nutshell, we can summarize the basic fundamentals to consider:
- Simple and intuitive navigation, ensuring the visibility of products and services
- Eliminate obstacles and annoyances to the website visitor experience, such as pop-ups
- Mobile Optimization
- Fast page loading
Persuasive copywriting and calls to action.
The texts on your website should adhere to persuasive copywriting best practices.
To achieve this, first, you need to put yourself in the customer’s shoes and design texts that connect directly with their needs. Second, the texts should also serve as a guide to action (conversion), in the most natural way possible.
Furthermore, persuasive copywriting uses clear, direct language, without beating around the bush. The goal? To connect with users’ need for immediacy, as they seek to resolve their needs without wasting time.
A very important part of texts is also having calls to action: fragments of text that invite users to take a specific action aligned with the business objectives (“Contact us”; “Request a demo”; “Subscribe to our newsletter”…).
SEO and content strategies
Strictly speaking, SEO and content strategies are not web optimization tactics for achieving conversions. However, they are essential for attracting web traffic and, therefore, increasing the chances of conversions. Ultimately, they are a series of tactics for placing a website among the top results of search engines like Google.
Regarding SEO optimization to achieve conversions, we can make a specific point: it’s important that your keyword strategy considers the user’s search intent . We’re referring here to prioritizing keywords that not only generate traffic but also target users ready to take specific actions , such as purchases, subscriptions, or contact requests.
For example, the keyword “web programming” can attract a lot of traffic. However, for someone looking to sell training in this discipline, it’s preferable to target the keyword “web programming course”: you’ll be targeting users who intend to take a course, not just those who want to learn more about this discipline.
To learn more about this discipline in general, you can review the series of articles covering all the basics of SEO positioning compiled by BeeDIGITAL.
Tools to measure and improve conversions
Observing and analyzing data is essential today for optimizing a website and improving conversions. In this regard, a HubSpot survey highlighted that 29% of marketing professionals emphasized that the biggest change in the industry over the past year had been the growing importance of using data as a basis for developing a strategy.
In this sense, we list below the main data categories that, within web analytics, serve as the basis for working on conversions:
- Number of users and sessions: Determine whether the website is receiving enough traffic. If not, the problem may be in the acquisition process, so it will be essential to work on SEO or other means to achieve this, such as online advertising.
- Bounce rate: Bounce refers to users who leave the website without interacting (they don’t navigate to other pages, they don’t contact you, etc.). This can indicate flaws in the user experience or problems with the content and persuasive copywriting, which need to be analyzed.
- Time on Page: Combined with bounce rate, this provides even more insight into user behavior on the page and provides more clues as to where to focus your web optimization.
- Heatmaps: A tool that shows which parts of your website receive the most clicks. This can be useful for measuring the effectiveness of calls to action.
Do you think your website isn’t reaching its full potential? Do you need help designing a web optimization strategy that delivers results? At BeeDIGITAL, we can help you through this process. Discover the Acelera Plan and how it helps SMEs and freelancers expand their business capabilities online
