When you’ve invested heavily in your website, it can be deeply frustrating to find that your sales levels stay static. Maybe you’ve even seen a big upturn in website visitor numbers, but lead conversion is poor.
This can happen when organisations believe that a smart, well-designed website – backed by such activities as Pay Per Click – are the answer to all their problems.
The difference between a great looking website and one that performs well comes down to having a clear and robust digital marketing strategy. One that takes your customers right through to completed transactions.
Your website is one of over 1.8 billion. Getting it found is challenging, but getting it found by the right visitors is even more so!
Therefore, you need to hold their attention right through to when they place their order, subscribe or request a callback. So, here are a few ways to boost your website performance.
Know who you are talking to!
This sounds common sense, but the best digital marketing plan drills down on your target audience in great detail. It then creates strong keywords and compelling sales messages for each segment you’ve identified.
Getting down to this level of customer insight is the only way to be sure you will get genuine leads from all the rest of your digital marketing and sales activities.
Find where they are
Throwing money at online advertising and frenzied posting on social media is all well and good, but taking time to make sure your target audiences are engaging with that process is vital!
Take a good look at business intelligence provided by analytical data. Where are most of your online queries coming from; what works and what doesn’t? Are there digital communication opportunities you are missing out on?
For example, are you fully grasping the power of social media? An eye-watering 2.8 billion people across the globe now use social media (that’s 37% of the world population). If you’ve dismissed Facebook as being for the young, reconsider. Latest figures show that 62% of people aged over 65 have logged on to this platform!
That’s just one example of the way that preconceived notions can hold back your digital profile raising.
Consider where you lose them
If you have clear market segmentation, and well focused digital advertising, it’s disappointing when sales figures don’t reflect that. It makes sense to audit your website thoroughly, and again let data analytics shed light on the problems.
This is often referred to as UX – user experience. It basically means looking at how visitors behave when they visit your site and addressing any issues.
On average, people stay on web pages for less than 15 seconds. If you don’t grab their attention quickly, all that clever (and sometimes expensive) marketing work is wasted.
Is your website quick enough to load and easy to navigate? Can visitors see clean benefits from your product or service at a glance?
A digital marketing specialist can take this further, and give feedback on such things as abandoned shopping carts online. Is there something about your transactional process that’s reducing your potential sales?
Keep your message strong
The last point in our quick summary of website performance improvements is to never underestimate the importance of content.
In the age of tech-savvy, sophisticated consumers who can click away in a second, you need your product or service message to be loud and clear!
Content management is what keeps your website – and the rest of your digital footprint – dynamic and “searchable”.
According to one survey, robust content marketing can bring triple the number of leads as outbound marketing; for 62% less investment!
If any of the points in this article have set up red flags for why your online sales are low, contact vLinkD for further investigation and feasible solutions.