Ideally, you don’t want your business website to rely on new visitors. Instead, you want as many visitors as possible to turn into regular customers. While this may seem obvious, there are a few key strategies you can follow to optimize your conversion and grow a loyal following for your website.
First, take a look at your website and do some logistical fine-tuning. Look over your website’s analytics, and review trends in traffic on a monthly and yearly basis. Try to notice when the peak traffic times are. Is there anything specific that brings more visitors to your website at that particular time? Is there anything you can do to extend that draw to other times? If not, is there a way to entice people who visit your site at that time to continue coming back? For example, if you run an eCommerce site for football merch, you’ll probably notice a big uptick in traffic in the fall. Is there anything you can change about your website to make it more attractive in the spring and summer months before football season starts? Is there anything you can do to keep those football fans coming back for new merch the following season?
You can also try A/B testing. This essentially means making changes to your website, and then seeing if that change leads to a noticeable change in traffic. When doing this, it’s best to make one change at a time. Too many changes at once can make it difficult to know which changes are generating more traffic (or which are causing you to lose traffic). You may want to consider using Google Optimize for this, a free program that makes it very easy to monitor changes in site traffic while performing an A/B test.
Whatever tests you decide to run, give yourself time to collect enough data before trying to make a decision. If you are running an A/B test, let the site run for at least a few weeks with the new change. Otherwise, you can’t really get an accurate reading. For example, you might notice an immediate surge in traffic, but that may just be because you’ve done something new. That surge may die down after a few weeks, which tells you it’s time to do something else or vice versa.
This can be difficult to swallow for some, but the aesthetics of your website really do matter. Remember that it’s not a physical space, and so the layout, colors, and other design features have a direct impact on the customer experience. If the color palette is too abrasive or the menus are difficult to navigate, your visitors won’t be inclined to return to your site. Think about what kind of experience you want customers to have, and make sure that your site layout facilitates that kind of experience. It’s also helpful to think about the demographics of your customer base. What kinds of people are you primarily interested in marketing to? What kinds of people do you think would most naturally form your client base? Is there anything you can do to make your website more appealing to those people?
The way you word your links and menu options can also make a difference in customer optimization. Begin as much text as possible with a verb. For example, “request a free consultation” is far more compelling than a simple “free consultation.” Action words are more compelling, exciting, and memorable, and they can be very effective in bringing visitors further and further into your site.