According to Internet Retailer, by 2018 the number of global online shoppers will grow by 50%. Having an effective and high performing website has never been more important. Online shoppers’ expectations of their online experiences are changing as fast as eCommerce is growing. What was considered acceptable just a few years ago is not enough in today’s consumers’ eyes.
How satisfied are you with your website’s performance? When doing business online, these indicators show you the effectiveness of your website:
- Increased conversions
- More prominent placement in Google search results
- Repeat visitors and customer retention
- Your business revenue and brand exposure
If you see you have areas needing improvement after analyzing these indicators, enhancing your website’s performance should be on the top of your to-do list. If you don’t know where to start, we’ve put together 5 ways to improve your website performance:
- Create effective landing pages
A landing page is designed to receive the traffic generated by a specific marketing campaign. The job of a landing page is to convert traffic into measurable action, such as a sign up, download or a purchase.
Provide calls to action
One of the biggest mistakes businesses make online is not providing visitors with the tools to take the next step – whether that’s making a purchase or requesting more information. Ensure that it is easy for your visitors to take action. One of the easiest ways to make the next step clear is by providing visible Call-To-Actions on your landing page. Buttons with strong language typically generate the best results. If your intention is for your visitors to make a purchase, insert a clearly visible Buy Now button on the landing page.
- Improve your message
To turn visitors into customers you need to deliver your company’s central messages clearly and quickly. Your homepage is a great place to deliver your central message, and create pathways to the internal landing pages that best serve the needs of your visitors.
Provide value added content
Once your messaging on your homepage is complete, continue to provide information that serves the needs of your target audience throughout your website. For example, if you’re selling electronics, provide content with information on the features, ease of use, and specifications of various products. This kind of information enhances your brand, and builds trust.
- Give your visitors a reason to return back to your website
It’s a great accomplishment to get visitors to come to your site. But, it is even more important to get them to return. Why? Studies show that approximately 96% of visitors that come to your website are not ready to buy.
Give visitors compelling reasons to return, such as:
- Practical articles
- Regularly updated blog
- User-generated content
- Newsletters and RSS feeds
- Make better use of social media
Many companies are unsure of how to effectively use social media on their website. Simply placing various social media icons at the top of your website may seem like an obvious solution, however, the majority of users don’t click on them.
Instead, a great strategy is to integrate these platforms with compelling content on your site. Provide interesting articles relating to your business, and give your visitors the opportunity to share that content across various social media platforms.
- Measure and monitor your website results
Ensure you are taking full advantage of your website analytics, as they provide answers to important questions for a site owner. Through analytics, you will see the areas on your site that need improvement, or are under performing. Analytics will provide insightful answers to many questions, such as:
- What type of traffic are you getting? Where is it coming from?
- What is your conversion rate?
- What is your bounce rate?
- How much time are they spending on your site?
- What is the last page they visit before leaving your website?
Your website can and should be your greatest marketing sales tool. By following some basic principles, you can greatly increase the performance of your website.
If you need help improving your website performance, please feel free to get in touch with us. We’re always happy to share our industry best practices to help you turn browsers into buyers.