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Optimizing your website with Conversion Consulting
Optimizing your website for search engines and optimizing your website from a customer perspective does not have to be a zero sum interaction. It is a time consuming process and there is a balancing act involved, but if you play the game right positive increase in both are possible.
Companies who have accepted this fact are your first movers. They have analyzed and worked to increase the personal appeal of their websites, and they have seen ridiculous improvements in customer loyalty and conversion rate.
Playing the game.
The theory of the game is simple:
Customer trust is positively associated with a customers’ intention to transact, purchase a product, or return to the website.
This is true for all websites but it is particularly pertinent for e-commerce and other B2C sites. So how do you create credibility and trust? In the real world, face to face contact (and to a lesser extant telephone contact) provides the customer with a set of cues, transmitted either verbally and/or visually, for the establishment of trust. The internet however is formless. The customer is, for 90 percent of their journey, communicating with a computer and therefore this process is deficient on the personal and social dimensions of communication.
One of the solutions is to embed social cues (photographs, video, text, or speech) into your website which provide prompts for personal trust. Researchers have coined the phrase virtual re-embedding to categorize this process. Simply including a picture of a customer representative with whom the customer is “interacting” makes the customer feel more comfortable with the site and thus increases the credibility.
The single most important step, however, is understanding your customer’s wants. And online customers are sophisticated purchasers. They need information before they are willing to make a purchase. Depending on the situation, customers require different information from you. For example if you are selling so called low risk products such as movies and books, customers prefer a short and concise conversational sentence, but for products with a high level of financial and emotional risk such as cars and houses, or service offerings a more detailed and reasonably technical explanation is needed.
Every page must be visualized from a customers perspective. Ask yourself: If I am a customer, what would be my next want or step? Once this question has been answered, work on strategically placing links and forms to make sure that every click that the customer makes on your website is in itself a sale.
However as straight forward as this sounds, placing your links and your forms is an art. There is only so much you can learn from reading reports on user website interaction (via eye tracking research) and analyzing data provided by your webmetrics program. There is no second for first hand experience when it comes to optimizing websites, so a professional conversion consulting service like Leads Customers Growth is recommended.
Why Leads Customers Growth?
Conversion consulting is awash with terms ranging from the esoteric to just plain unwieldy. Creating BUZZ words is all the rage in today’s internet culture. But what does it mean to have your website recontextualized? Is it worth ten thousand dollars or more to integrate persuasion architecture into your site? Just because a firm claims to use taguchi multi-variable statistics, will it create the performance you deserve?
The simple truth is no. Those buzz words were crafted and strategically placed in sale’s pitches to create a veil of expertise and knowledge in order convince you that they know better than you do. The problem with many conversion consultants today is that they try to place you in a position of inferiority in order to convince you of their credibility. But this frame of mind is a dangerous one for any company to be in, especially one that is claiming to be able to increase your websites conversion rate.
Marketing 101
Conversion begins with your customer. You must address and satisfy the needs of your customer before the customer will convert. At LCG we understand this concept, so rather than throw esoteric terms and further impersonalize your interaction with us, we would much rather talk with you in order to understand your company and through your vision understand your customers.
Click here to request a no obligation consultation with an LCG representative to discuss your website's conversion rate or navigate our other search engine marketing solutions and services below:
Search Engine Optimization
Paid Search Advertising Management
Search Engine Marketing Training
Conversion Consulting
Search Engine Marketing Analysis
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