In a modern world of digital marketing and advertising, one of the most important metrics to consider is your conversion rate. Conversion directly impacts your bottom-line, playing a crucial role in your overall marketing strategy. The problem is that not a lot of business owners understand that one of the foremost factors that contribute to a better conversion rate is their website. You may think your company is running as technically sound as possible with blazing fast business internet, innovative products and/or service offerings, and cutting-edge internal systems and processes, but if you’re not converting sales at a high rate, you’re leaving money on the table.
As a central component of your inbound marketing strategy, your website is a hub for lead generation and conversion. But how exactly does your website improve conversion?
Through Effective Usability
Usability is a wide concept that is incorporated in many different disciplines including web design. But what does it truly mean for a website to have good usability?
Usability in website design entails a user-centric approach. The main concern is creating a website that is very user-friendly. Of course, it’s not as simple as that. Usability encompasses availability and accessibility, navigation and interface optimization, mobile responsiveness, and a gamut of other considerations.
All of the principles of effective website usability, however, point towards a primarily two-pronged focus:
Is your website aesthetically appealing?
Is it easy to use for its intended audience?
If your website is both appealing and usable, you should easily see from your analytics software and other performance tracking platforms that your conversions are increasing.
Through On-Page SEO
Let’s get this out of the way first: on-page SEO focuses on tweaking the elements of your hypertext markup to ensure that your website is as visible as possible to search engines. It does not directlyconcern itself with conversion. It does, however, contribute an important role in your inbound marketing.
Without good on-page SEO, you’ll hurt your chances of getting found via search engines. Last year, 91% of online adults used search engines to find what they wanted on the web. That’s a large chunk of your target market you’re missing out on if you don’t polish up on on-page SEO.
In the current standard model for inbound marketing, organic search plays a huge role in brand discovery, which means on-page SEO and the website you apply it to play huge roles in the end result: conversion.
Through Conversion Optimization
Inbound marketing is all about greasing the sales funnel for your target audiences. Your website is the center of this, and all the content and lead gen tools in your website affect the outcome of your inbound efforts. Your website can improve your conversion rates through optimizing these elements for maximum efficiency.
Did you know that placing a submission form above the fold can increase the number of people actually using it? Did you know that simply adding more relevant verbs to call to action text on buttons can improve their click rate? All of this is conversion optimization, and it can yield very lucrative results.
Conversion optimization is a combination of research, analysis, testing, and continuous performance management of each and every element of a webpage and how the combination of said elements contribute directly to conversion. No other tool in your marketing or advertising repertoire can be as cost-effectively fine-tuned in conversion optimization as a website.
You can’t do it for flyers and real world billboards (ineffective monitoring). You can barely tweak text and display ads on the web (data set too small for maximum effect). And to do the same amount of specific tweaks for an ad campaign would cost big money for short-term ROI.
Through good usability, efficient on-page SEO, and conversion optimization, your website directly impacts your conversion rates and improves your bottom-line. It’s not just an online brochure; it’s a money-making inbound marketing weapon if deployed wisely.