Converting Web Site Visitors Into Customers

Conversion – it’s been a buzzword in SEO and SEM for the past few years, but with the sluggish economy, it seems to have taken on new vigor lately. It is, in many ways, the holy grail of web site creation and internet marketing.

So, how do you convert web site visitors into customers? How do you get the people who are ready to buy what you’re selling onto your site and then close the deal?

Here are the top web customer conversion factors I recommend focusing on:

  1. Be Relevant. If you work hard to be indexed for a particular product or service, make sure you can actually offer that specific product or service. Nothing drives visitors off of your site quicker than feeling like they have been mislead.
  2. Be Direct. Search engine optimize your site properly so that when a user finds a link to your site, they will go to a page that is specific to what they are interested in finding. This is especially true with PPC placements! Do not send all traffic to your home page and make them figure it out from there.
  3. Ease Pain. From your web site, within a nanosecond a visitor can exit your site and move on to option two, three or four. Make sure that your site clearly spells out exactly what it is you have to offer and why it will make the visitor’s life better.
  4. Offer Value. Chances are, you are not the only game in town. What makes working with you or buying from you better? Special expertise or experience? Free shipping? Giveaway products with purchase? Free consultation or report? Offer something!

I often tell clients, think about your own behavior when it comes to interacting with web sites. If something annoys YOU as a user, chances are it will annoy a potential customer. Design and optimize your site with THEM in mind and you’ll be amazed at the results!

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