Websites have become an essential tool for businesses to engage with their current and potential customers. It’s not enough to reel in visitors to your site, since this won’t generate income. You should do all that you can to convert organic traffic to customers.
Here are some ways you can do so:
Understand Your Audience
Take note that customers have different preferences when it comes to the platform they use. Some are more comfortable browsing through a website, while others opt for mobile shopping. For the latter, you’ll want to understand what a digital marketing platform for mobile is so you can maximize it for your brand.
Your site or mobile app might already be generating traffic, but are users actually buying your products and services? One of the best ways to convert organic traffic to paying customers is to know their pain points and search intent (What are they really searching for?).
“Pain points” pertain to the issues that your target audience faces each day, whether in their personal or professional lives. Conduct research to address these pain points and assure web visitors and customers that your product or service can help solve their issues.
Meanwhile, “search intent” is associated with knowing consumers’ pain points, since it can give you an idea of what type of content they want. For instance, if you sell gardening tools, most of the top searches for this industry would be about the must-haves and essentials.
As such, you’ll want to cater to this demand by offering valuable and unique content to your audience. In a 2017 report, Google reaffirmed that 15% of searches have never been searched. This figure has likely increased today, which makes it all the more crucial to understand your audience to turn them into paying customers.
Establish Yourself As A Thought Leader
Being an authority figure in your industry can improve people’s perception of your brand. When they see that you know what you’re talking about and that they can trust you, it’s highly likely that they’ll purchase your products and services.
You can accomplish this by, again, publishing valuable and unique content. If your users constantly come across useful tips and tutorials from you, they’ll keep visiting your website and mobile app. In turn, this can give you enough time to nurture your relationship with them and, ultimately, encourage them to buy your merchandise.
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Improve User Experience
Aside from content, another key website element to consider is user experience (UX). This is more on the technical side of your domain or mobile app. Nonetheless, it’s still crucial to help you boost conversions.
These are the primary factors to focus on your UX:
- Site speed – The speed by which the elements of your website loads plays a significant role in UX. The faster your site opens, the more likely your web visitors would enjoy browsing your e-commerce store. On the flip side, sites that have poor speed performance will only drive traffic away. (2)
- Navigation – Your website would contain a lot of resources, such as your homepage, About Us page, and blog. Navigating from one page to another must be intuitive for users. For instance, clicking on your brand’s logo on a page should lead web visitors to your homepage.
- Visual design – The aesthetic of your domain is also important. Make sure that each text is readable and that the images are compressed but not pixelated. Even the color palette you choose can affect how people perceive your brand, so it’s best to put some thought into that to.
Optimize Your Website
Lastly, to boost your site’s conversion rate, you must optimize its elements. The World Wide Web is a vast digital space. If you want to maximize your marketing efforts, you should know the type of consumers that you want to target. You don’t want to shoot in the dark, as this can be costly and ineffective.
Here are some of the elements that you should optimize:
- Internal links – You can provide more value to your blog posts by linking relevant content that you’ve published previously. This way, users can discover other pieces within your domain, which gives you enough time to market to them directly.
- Search terms – Consumers continue to use keywords to find solutions online. You should optimize the search terms that you incorporate into your content so people who are most likely to purchase your products and services will stumble upon your brand.
- Meta tags – Meta tags are HTML and XHTML codes that you can use to inform search engine bots about what a particular page is all about. You can add relevant search terms to the backend of your website.
Having lots of web visitors doesn’t always equate to higher sales. You have to optimize your site to boost conversions and transform organic traffic into loyal customers. Keep the tips in this post in your mind to accomplish this goal.