Hello, this is Mikel Bruce with TinyFrog Technologies. I want to talk a little bit about conversion objectives, or what are your conversion objectives?
What does that mean? What are conversion objectives? So, when someone lands on your website you want them to do something, you don’t want them just to come to your website and leave.
Obviously, you want them to engage, you want them to take some kind of action and the calls to action on your website will be tied to those actions that you’re wanting them to take.
So, most websites have multiple conversion objectives. So for example, let’s say you have an e-commerce website. The ideal or the primary conversion objective is to have them purchase something. You want them to go through the shopping cart process and purchase whatever services and/or products that you’re selling.
But most websites are not e-commerce websites. But there still are some primary conversion objectives. So, probably the most important one for most companies that have a sales or marketing website or an informational website, is to have the visitor contact them. So, to have them reach out to you, that would be really good conversion – because if someone comes to your website, it’s not a lead until that visitor converts to an actual lead, which means they contact you with their contact information. There are multiple tactics or ways for them to to contact you through your website.
The first is for them to call you, which is obviously a really good one. So, when you have your phone number on your website, if an ideal scenario is for a potential client or website visitor to call, you want to have your phone number in a very prominent area. Typically on the very top right of the top right corner of every single page, you want to have the little phone icon there and make sure when you’re looking at the website in a mobile version that if it scales down, they can just click it to call because it’s obviously frustrating if someone’s on a smaller device and they have to type that in, most people won’t do that. So, make sure you have a click-to-call icon for a mobile version of your website.
Second one is for the have them fill out a form which is another great way to get a visitor to convert to a lead. So, you want to make sure you have really good forms on your website, calls to action that drive people to those forms, and then make sure you don’t have too many fields so people will fill them out. Again, the most important fields are name, email, phone number and just comments and maybe a company name. If you have 15 fields, people probably won’t fill them out.
And make sure they’re required, the name, the email, and the phone number are required because you don’t want to get someone filling out a form and not having their name or email, so you want to make sure those are required fields.
Another objective when someone lands on your website to contact you is through a live chat. If you have live chat that can be a really good conversion strategy to get people to contact you.
Another real common area is to get people to sign up your newsletter. We definitely recommend if you’re sending out regular newsletters, monthly or quarterly or weekly, do you have an area where people can sign up for your newsletter? That’s actually a conversion objective because if someone signs up for your newsletter and you were to attain their name and email, that would be a conversion.
So, we definitely recommend having an area on your website that we call an email opt-in section, and we recommend incentivizing people to sign up by giving them some kind of lead magnet or ebook or a white paper. You want to make sure that area is probably on every single page of your website and it’s fairly prominent, and it’s actually really easy to use. Most of those email opt-in forms will connect to your email service provider like MailChimp or Constant Contact. You can connect that so once they fill out the form, the email will automatically be deposited into your database through that email service provider.
Make sure your website is up-to-date, make sure it’s relevant, make sure it’s interesting, and make sure it’s high-quality design because all of those things tie heavily into your overall user experience and conversion objectives. Thank you!
