Have your online sales recently plummeted? Or have you never been able to make a lot of money from your online business venture? There are a variety of factors that drive people to a site or, alternatively, drive them away. It's not only your product or service that makes people decide either way, but it's also the website, what's on it and how easy it is to navigate and use.
So if you're at a loss as to why things aren't going the way they should be, now's the right time to perform a thorough site audit, some user testing, and call in the online marketing troops to see what could be done to enhance your site's overall performance and get you some more revenue.
Find out why your customers could be choosing the competition over you.
Keyphrases
A very basic factor that influences page rankings in search engines and therefore how easily people come across your site when performing a relevant search is the lack of keyphrase focus. If your page targets a whole host of different terms then people and search engines alike will find it difficult to understand what the page is about. So it's absolutely vital to ensure that each page targets just one keyphrase throughout, as well as supporting synonyms. This will pinpoint the page's relevance when potential customers perform a search using that keyphrase. Therefore before you set out doing any improvements to your site, perform thorough keyword research.
User Experience
Step into a customer's shoes and think about how easy it is to buy or subscribe from you. How friendly and trustworthy do you come across? And how easy is the process of checking out or subscribing? A lot of websites get it wrong by over-complicating the checkout process. In most cases there's no justifiable reason for people to have to log into a site before making a purchase or subscribing. The lengthy and often complicated registration process as well as concern for what happens to personal data are grounds for many people to go elsewhere. So introduce a one-stop process where it's easy as pie to just get the purchase or subscription over and done with.
User experience also touches upon the navigation of your site. Can your customers find what they're looking for without digging around too much? Implement a clear site structure that takes users logically from the homepage to a category page and further to a product page.
Tone of voice and written content are also vital to the user. You need to make sure you're addressing your visitors in a convincing manner that induces trust and eagerness to support your business. Give detailed descriptions of all your products or services, and set out legally sound terms and conditions.
All Websites Are Different
Each website is different and so not every suggestion applies. You need to carry out your own research and audit to determine the right action plan. Alternatively, and for better results employ a team of digital marketing experts who'll be able to advise you on the right SEO, CRO and PPC strategies. The best agencies will not only assess your site and its performance and give you sound advice, but also support you every step of the way in making improvements.
Harvey McEwan writes to offer information and advice on a variety of areas, from technology to holiday destinations. Read through Harvey's other articles here to find out more.
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