Yes, that’s what I want from keyword, to ad copy to website. Then your website’s specific call-to-action asks for the close.
Website conversion occurs when you satisfy a visitor’s preconceived expectation.
The primary strategy for increasing your website conversion is getting to know your customer. By
satisfying your customer’s needs first, you will correspondingly satisfy your own. In the book, The Psychology of Persuasion author Kevin Hogan describes the Law of Reciprocity which states, When someone gives you something of perceived value, you immediately respond with the desire to give something back.
Although effective website conversion is not always as clear-cut as the Law of Reciprocity suggests, the principle applies if you give your website visitor what they require such as confidence.comfort, convenience and fair value then they will reciprocate b.completing your call-to-action.
Whether you are a B2B or a B2C enterprise, website conversion strategies concentrate on connecting a visitor to what they want in a convenient, clear and consistent manner. Here are some quick website conversion strategies to keep in mind for your website or custom landing pages
1. Always add your phone number (preferably a 1-800 number) in a prime location on each page of your website - preferably in the header or another prominent position like the upper-right margin of your web page. A phone number not only adds credibility but also provides a convenien.communication channel for visitors to contact you if they need assistance.
2. Use customer-benefit copy meaning more you and yours than us and we. The principle here is to focus on serving the needs of your visitors. Answer their question, what’s in it for me?
3. Offer multiple order or relationship-building contact points. For example, B2C enterprises should provide the means to order products via mail, fax, phone, and online using all major credit cards and even PayPal. For B2B, offer a white paper download, a webinar registration, online brochure or product demonstration in exchange for the visitor’s primary contact information, as well as a phone number and a contact us form. Make it easy for your visitor to start a relationship with your enterprise.
4. Test various calls-to-action, headlines, positioning messages, testimonials, layouts, graphics and other websit.components under an A/B split-testing format. One of the greatest benefits of paid search and the Internet in general is your ability to quickly test and track results from different website conversion strategies.
5. Implement keyword-specific landing pages for your paid search campaign. Consistency and relevancy are essential and a custom landing page offers the most effective
Opportunity fo.completing the path of consistency. Coupled with A/B split-testing, custom landing pages have helped increase many of our clients’ results by 60% and greater.
Website conversion is a process and not a destination. By continually identifying and learning new conversion strategies for fulfilling your visitor’s desires, you will increase your website’s performance and generate greater positive financial results in return.
The next and final article of this series will focus on lifetime value of a customer and how it enables you to turn more visitors into prospects and customers regardless of rising paid search costs.
Until next time, get to know your customer and test new website conversion strategies to more effectively satisfy your customer’s needs. Remember the path of consistency and implement landing pages for your paid search campaign.
About The Author
Kevin Gold is CEO of Enhanced Concepts, specializing in turning website visitors into leads or sales, co-editor of
WebSalesability.com WebSalesability.com and published writer. Get a free report, 12 Sure-fire Ways to Increase Your Website Sales and an exclusive 5-day website conversion email course by visiting
enhancedconcepts.com.
