Conversion rate is among the most significant factors that determine the performance of a website design. Conversions enable you to keep track of the number of interactions, engagements. It helps you determine the areas that need improvement.Columbus web design company aims to enhance the user experience, and thus, drive conversions.
A click on your website measures the conversions. You can classify conversions into:
- Macro-conversions- major commitments like scheduling a project demo.
- Micro-conversions- minor commitments like clicking on a blog post.
When you combine the above conversion rates, you can determine your website’s capability in turning prospects into customers.
According to the web design company Columbus, having a set of tactics for driving conversions on the website is significant.
Steps to improve conversion rates
Set a conversion goal
Setting a conversion goal enables you to keep the priorities in perspective.
Set your conversion goal at the site level and think of each page as an additional channel that furthers the goal.
You can also set your conversion goal at the audience level if the company strives to serve many audiences with varied concerns. In this, you can focus on having independent pages for individual user journeys.
No matter the approach, setting goals in a broad context is crucial.
The well-known web design agency Columbus mentions some improvements that you can make to enhance the user journey and upgrade your website design:
- Write a very brief statement regarding the central purpose of your website.
- Use tracking software to track what proportion of prospects are becoming customers.
- Identify your best customers and see how they proceeded. Determine the steps that were involved in purchases made by them.
Seek the obstacles and the low-performing areas that are hugely affecting the conversions. Focus on making the user journey seamless.
Review each page’s traffic and focus on improving the touchpoints that generate the lowest conversions. Some obstacles that you can face includes:
- Technical issues- Browser incompatibility, form submission, or page loading errors.
- Audience issues- Customers being unable to find pages or are directed from/redirected to unexpected sources.
- Directional issues- Customers getting redirected to external websites. Such an issue arises when you link any external site in your blog post. When the customer clicks that link, he gets redirected to an external website, leaving your site. Conversion happens but on a different page.
Address the obstacles, solve the issues, and return to finding the next obstacle to tackle.
Identify user-centric solutions
When you seek solutions to the obstacles, you must consider the solution that benefits the user the most.
Columbus, web design company, advises not to force or trick individuals into clicking the touchpoints you need them to click. To drive conversions, attract genuinely interested individuals, and strive to improve and guide them to the relevant, most valuable pages for them.
Undoubtedly, a user is the most valuable stakeholder. You must keep your website user-centric. One way to do so is to have a separate place for feedbacks. Users should have a place to share their positive and negative experiences. It shows that you value your users; you hear them. Besides, it also enables you to determine the areas that need improvement.
Consider the cost involved.
The development team that you have is a limited resource. So, get the best out of it by focusing on solutions worth investing in instead of the ones that cost you a fortune later. Using limited resources for the optimization that has maximum impact on conversions is considered wise.
For an effective optimization effort:
- Estimate the time required to implement a new feature (if any) on your website. Give your UX designers adequate time to work on the changes and have patience (do not expect immediate solutions).
- Engage with the development team to determine the cost required to undergo changes. If you do not have any team of your own, hire the professionals at the web design company Columbus.
- Ascertain the potential gains of this new feature and weigh the cost you incur against the gains. Test the success of the plan and go ahead with it only if it drives conversions, only if it’s beneficial for the growth.
Implementing all the plans without considering the overall impact may slow down future development. Besides, you will waste your valuable time.
You have recognized the areas that need improvement.
You have worked out how to fix them effectively.
Now, an essential step that follows is determining a testing strategy. You should consider planning an ongoing, gradual improvement instead of doing everything in one go.
You should experiment with a smaller audience and see how many conversions occurred. It is critical in deciding the efficacy of the new feature implemented.
Repetitive testing enables you to know the right time to move on from a specific touchpoint optimization. Once a feature is optimized and is no longer your biggest concern, you can move to the next.
In today’s world, keeping a website designing team is crucial for a company’s growth. It is essential to analyze your website regularly and make necessary adjustments to ensure its potency.
The web design Columbus Ohio company takes a strategic approach to improve the user’s journey on your website, driving in more conversions.