When creating a new website for a business the first thing people usually consider is the visual design. If they are switched onto the idea of marketi...
When creating a new website for a business the first thing people usually consider is the visual design. If they are switched onto the idea of marketing the website through search engines an SEO Agency may become involved and a marketing campaign will be added. Both of these are very important but quite often the third piece to the equation is forgotten and that is the piece that represents Return On Investment (ROI).
Having your website optimised and listed at the top of the search engines is one thing but once visitors land on your webpages you need to ensure that they are completing the tasks you set out. These 4 steps will align your website to be in the best position to maximise conversions and ultimately the profits generated as a result of the website.
Create landing pages to enhance SEO visibility
Varied amounts of web traffic will come from the search engines so to maximise this channel it is important to create landing pages for specific keywords. This way when a web visitor types that keyword term into the search engine they will be directed to relevant content as opposed to just your homepage. The benefit of this for increasing your ROI is that your web visitors are receiving the content they are looking for and therefore expected to find . With the correct calls to action this should lead to further engagement with the site and to increased sales.
Call to actions
Can your web visitors easily see how to get in touch, make a purchase or sign up for premium content? It’s worth getting someone with a fresh pair of eyes to look at your site and see if they can tell you how to get in touch after 3 seconds, or how to enter the shop area of your site or how to find out what other services you offer. If they don’t see this straight away then you probably should review these aspects to ensure there is sufficient visible content to increase your ROI.
Test your web page content
You may have heard that when it comes to websites “content is king”. This is very true but both, “visual and textual content is important”. The best way to discover whether or not your pages deliver the goods is from the visitors themselves.
Google website optimiser is a free tool open to anyone with a Google account, it enables you to carry out A/B split tests on your pages to test variations of different aspects of your page such as layout, images, text content, taglines and call to actions. 50% of the visitors will get sent to one version of the page and 50% to the other. Stats on conversions will be collected so you can see which are the aspects that deliver the best results.
Does your use of images, text and dynamic content sufficiently engage your web visitors? Test, test and test some more until you get it right and you can’t go wrong.
Analytics Results
Looking at the results from your website analytics will enable you to gain actionable insights into what pages perform well and which lead to further interaction with the site or conversions.
Ensure you set up “goals” so you can see how many people purchase or enquire at a quick glance. The “top viewed pages” is the most obvious report to look at but looking at the “in page analytics” tab is an excellent way to visually see what percentage of people click on which links. You will be able to understand what content is enticing them to click for more and what aspects of your pages are not receiving the attention you hoped for? You can also look at page navigation reports, exit rates and bounce rates to take this informative investigation further. Update poorly performing pages and see your ROI increase.
Following these 4 steps ensures a website is kept up to date and relevant at all times. As the internet is becoming an ever increasingly popular place to advertise, competition for website owners is getting fiercer. These steps will help to keep your business in front of your competitors and your return on investment at its best.
