Having online presence is one thing. Using your website to boost ROI is another. There are multiple ways you can use your site to do this and, in this blog, we examine four tactics:
1. Use website analytics
Identify key conversion metrics that you want your web analytics to measure, and then track accordingly. This includes metrics like top site pages, sources of site traffic, bounce rates, conversion rates, cost per conversion, engagement, number of sessions (visits), percentage of new sessions, mobile responsiveness, and so forth. Interpreting these metrics helps you establish what’s working on your website and what isn’t. You are then better able to implement appropriate optimisation techniques to enhance the performance of your site, saving you money and improving ROI.
2. Optimize content
Users want content that is new, informative and answer the questions a searcher is seeking answers to. The content must be easy to read with no distracting components and the use of high-quality images and responsive videos is essential. Relevant search phrases should be integrated into the content to increase search relevance and page rank on SERPs, and strong call to actions (CTAs) must be incorporated to “let your readers know exactly what you want them to do next, whether that’s click a button, read a blog post or fill out a form”. Producing content in this way keeps visitors engaged, increases the amount of time those visitors spend on your site, and provides incentive to keep them coming back, thereby increasing conversion rates and ROI.
3. Search Engine Optimization (SEO)
Utilise SEO strategies that will see your website rank well in organic search results and earn itself the right audience using keywords which are relevant to the message or information that you’re tiring to convey. Research suggests that most online traffic is driven by search engines, and that “organic search results cover more digital real estate, appear more credible to savvy searchers, and receive way more clicks than paid advertisements. For example, of all US searches, only ~2.8% of people click on paid advertisements.” By optimising your website, better information will be delivered to search engines. As a result, your content can be properly indexed and displayed within search results.
4. Create targeted form fields
Establish the types of leads you want your website to generate and then create forms that contain the necessary fields a visitor must complete to help you obtain the information you need. “If a high-quality lead for your business means you need a name, email address, phone number and a few other specific pieces of information, then don’t be afraid to require it. Determine what information you need and ask for it.” (Entrepreneur.com) Goal oriented form fields like these help to boost conversion rates, improving your chances of generating leads that will convert into actual paying customers.
QoboWeb’s team of creative developers can work with you to build a best in class, fully-functioning, high-performing, dynamic website that will transform your brand’s online presence. Contact us to learn more.