How to Optimize Website Visitor Retention and Conversion
- Do you know how long a visitor stays at your website?
- How is your web site different from your competitors’?
- Why didn’t your high-volume web traffic generate many leads and sales?
Many research studies have shown that most internet users who land on business websites from a Google search results page click the Back button in just seconds and move on to another website listed near the top. This quick departure is measured by website analytics as the “bounce rate.” A high bounce rate means that potential customers are leaving your website quickly from the page they landed on. In most cases, visitors who bounce will never return. No matter how beautiful your website looks and how high its rankings are, failure to convert web traffic into leads and sales means lost opportunities that a business simply can’t afford.
The online marketing professionals at Kick Ass SEO spend a great deal of time studying how and why visitors behave the way they do. Through careful analysis of web analytics data on users’ behavior, we can design websites that incorporate elements of navigation design, content flow, and SEO seamlessly. In order to create a kick-ass lead generation tool, you need the combination of elements, each designed to retain, inform, and convert website visitors. It’s not just about looks; it’s about psychology of selling. Here are top 5 reasons for high bounce rates.
Failure to Establish Credibility
If your website looks outdated and unprofessional, visitors think your company lacks credibility. Most consumers get their first impression of your company through your web site. When it comes to expensive products and services, consumers are very reluctant to buy products or services from a company whose web site doesn’t inspire confidence.
Lack of Clear Message
Your website should serve as an effective sales team that talks directly to the potential customers about what they need, how your products and services can solve their problems at an affordable price and why your products or services are their best choice. However, most websites are designed to satisfy the business owner’s ego, instead of focusing on what customers want.
Confusing Navigation Structure
Unlike a traditional brick-and-mortar store where customers can find products by following signs or asking for the help of a salesperson, a web page can only provide limited clues about where a visitor is and how to explore the rest of the web site. Easy-to-follow navigation is crucial in presenting a clear path that guides them to all available information.
Discouraging Visitors from Taking Action
The ultimate goal of your online marketing campaign is to encourage visitors to contact your company to learn more about what you have to offer. If your web site fails to motivate them to call or email you, precious opportunities are lost.
Lack of Product and Service Information
Most customers conduct their own research before making a purchase. Only after they have enough confidence that what you offer is exactly what they are looking for, are they willing to take the next step in buying your products or hiring your services. Web sites that fail to provide valuable information will drive consumers to competitors’ websites.
The Psychology of Online Retention and Conversion
Improving retention is a crucial part of your search engine optimization and marketing. Keeping visitors on landing pages and getting them to explore other pages of your website is a key element in turning them into new business. Your SEO strategies help increase the exposure of your company as the crucial first step, but other elements are essential to accomplishing your goal. Designing visitor retention elements into your website is an essential part of your overall web optimization. Here are some of the top 5 factors that boost your online conversion:
Well-Designed Landing Pages
Many websites are designed with the home page as the primary page. But, search engines may bring visitors to any page. Every web page needs to incorporate features that will keep them interested long enough for them to understand your message and explore other web pages.
The navigation features and links should appear at all times, no matter what page a visitor sees first. Beyond that, navigation should be designed based on knowledge about what website visitors expect. Too many websites use navigational features that aren’t immediately obvious to new users. If your potential customers are confused, they’re sure to leave right away and check out your competitors.
On-Target Search Engine Optimization
In incorporating SEO strategies, it’s crucial to make landing pages relevant to what the customer is searching for. If a search keyword or phrase leads a visitor to a page that has nothing to do with the search, a quick bounce will result and an opportunity will be lost.
Relevant and Informative Content
Potential customers who land on your website after finding it on Google, Yahoo or Bing are looking for answers and solutions to help them solve their problems. If you demonstrate that you have the information, products, or services they are looking for, you have a strong chance to win their business.
Put Customers’ Interests and Concerns First
Far too many business websites start with bragging about themselves as the theme of their marketing. This is a fatal mistake. Instead, show your potential customers that you know who they are, what they are looking for, and that they’ll find what they need on your website. You’ll have plenty of chances to talk about your business in your content. The customers’ needs should always come first. That will help keep them interested in learning what your business has to offer.
Using SEO to Enhance Web Retention and Conversion – Minneapolis St. Paul, MN
The experienced web professionals at our Twin Cities search engine optimization firm understand the complex strategies and psychology needed to keep visitors on your site and reduce your bounce rate. They use a combination of techniques to bring visitors to your website from Google and other search engines, and then keep those visitors on your site so your message gets seen. SEO is a powerful part of the complete web experience, and must be smoothly incorporated into a website that keeps visitors on the site so they can be converted to clients, customers and leads. Speak to an expert at Kick Ass SEO. We’ll analyze your current site and come up with a plan to help it boost your bottom line.