High traffic levels are for many website owners the ‘Holy Grail’ of Online Marketing and, of course, the more visitors that frequent your site the more authoritative your site becomes with Google. However what can be done to ensure that at least some of the traffic arriving at your site has the best chance of converting into sales or enquiries?
Historically a website has between 5-8 seconds to perform the initial conversion – keeping them on the site. If a visitor is unable to see something of interest within that time then they will simply leave the page and visit someone else’s. This is why it is so important to have eye catching ‘calls to action’ in prominent areas of the home page.
So what is a ‘call to action’?
Simply put, a ‘call to action’ is something that will raise interest levels in the visitor sufficiently to do something. This is why many websites ‘showcase’ offers and promotions on their home page.
Every website home page should have at least one call to action, inviting visitors to act now rather than later. But how do you encourage visitors to act? How do you create an effective call to action?
An end user will only complete a call to action when they see the benefits of a product to them or feel the need for that service. It is massively beneficial to quickly outline your item or offer as efficiently as possible. Combining an attractive image of a featured item with a highlighted special offer price can work very well, but where you place this ‘call to action’ is also very important. Make sure it is visible as soon as the site is loaded rather than having to scroll down to see it.
While it is a web designers main role to ensure that the asthetics and functionality of a website are up to the task, whose job is it to look at the conversions after it goes live? Very often you are left to work this out for yourself if your e-commerce package is off-the shelf. This is where we are different. All of our bShop v4 clients have the benefit of a personal E-commerce relationship manager to assist them in the successful management of their online store.
If you are not already using Bshop4, then please contact us now and ask how we can help you convert your under-performing e-commerce site to our sophisticated online marketing system.
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