Once you have options in place to increase website traffic, it's important to now think about the experience they will have once they are there.
Capturing your audience is easier said than done, will they find what they need, or are users more likely to bounce because they aren't seeing what they need to do or where they can go to find the information they need?
This is where website design, and marketing strategy interlink; knowing what you want out of your website will inform the design phase of the build and in the end your customers will benefit.
You have 2 seconds to form a first impression, research found that people spend 2.6 seconds scanning a website before focusing on a particular section - meaning if your user doesn't see what they are looking for in the first 2.6 seconds they will most likely leave your website.
So what can you do to capture your audience and keep them on your website?
You have only 2 -3 seconds to impress when it comes to site load time - any more than that and 40% of people will abandon your website. This is particularly bad news if you're in e Commerce, 52% of shoppers say that quick page load time is important to their site loyalty. Additionally, statistics show that if you are making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.
So really, from a click through to your website, to the next click where the user sees something that may help them - you have maximum 5.6 seconds. Optimising your website your for load time - be that by investigating your hosting service, optimising images or looking into the technology behind your website itself - it can only improve your chances of conversions.
Load time doesn't seem like something you need to consider in your marketing strategy - but your website is a huge marketing focus and small details are all the more important to it's success.
Be clear, be concise and be direct. Each type of content on your website must have a purpose. Clearly spell out why people should consider your products or services over others - when writing all copy aim for a balance between listing your USPs, without being too sales-y. Let people know who you are as a company why you exist and what you offer. After all, copy communicates not just what you do but the tone and style that your company do business in - otherwise know as your brand voice.
User experience (UX) is incredibly important to your website - There is nothing worse than looking for something on an app or website and not being able to find it, or worse still not knowing where to begin to look. User experience is the process of investigating and designing for people who come to your website anticipating their frame of mind as a guide. There are three main types of people who would visit your website stemming from the buying cycles:
Someone looking for more information will be primarily just looking to see what you offer, why they need it and why they should get it from you - they may have clicked through from an ad, social post, or referral site out of curiosity with little intention of enquiring or buying.
A user looking to choose a supplier or product is the person who has a problem they think you could you could solve. They are looking for information that allows them to decide what they want to purchase or enquire about, price specifications, inclusions, - basically the detail of the product to allow them to compare and find the best solution for their problem.
A user looking to buy - they want to know exactly where they can go to see the product that solves their problem, if they don't see it straight away they will go to a competitor who has exactly what they need exactly where they expect to find it.
During your branding process, you may have gone through the exercise of trying to find or define your voice as a brand - you've already done the hard work - you have user personalities that you can use to help you find out what the above users look like for you!
Call to actions (CTA) tell a user what you need them to do on your page. Do they need to fill out a form, call now, or download something? What do you need them to do to get them closer to making that all important sale or enquiry?
CTAs are often along the lines of 'find out more' or 'call now', simple statements, but without them, you run the risk of losing people by not telling them what it is that they need to do with the information you have given them.
It is difficult to know which CTA is best for your users though, and considering the three types of people that generally visit your website you may need different ones for each. It's likely that three buttons could be confusing for users and split testing could be the answer, it allows you to collect data and use it to make an educated decision about what works best for you.
People need a purpose and a clear CTA for them to know what they need to do in order to get to the next step - clarity is key.
In May 2015, Google confirmed that more searches are performed on mobile than desktop, something we all know to be true as users ourselves.
No one likes having to move the page left and right to read information, nor the inconvenience of having buttons that are too small for fingers to press on a mobile screen. It makes sense then to have your website cater to the most popular - and growing - device.
Not only will optimising your website for mobile improve your user experience, it will help your SEO ranking, with Google changing its algorithm to favour mobile friendly websites over non-mobile friendly websites early in 2015.
Need more information on improving your website? Flick an email through to firstname.lastname@example.org!