Write On The Money
If you want to improve your website user experience quickly, one of the first places to focus is the content. As that last section hints, web copy can have a huge impact on conversion rates. We see far too much copy that’s written from the point of view of the business – instead of the customer.
Everything on your site should be focused squarely on the customer and that includes the copy. Here are some top tips for writing copy that converts customers:
- Avoid jargon, it’s meaningless outside your industry and adds no value;
- Don’t waffle, visitors want facts not fluff;
- Focus on your key messages, i.e. what do you need people to know?
- Read it as a customer and see if it makes sense – they don’t have the inside knowledge you do;
- Make calls-to-action compelling and meaningful;
- Don’t try and be too fancy, you’re writing web copy not a Brontë novel;
Of course, that doesn’t mean you can’t make it fun, playful or entertaining. Think about what you’d want to read if you were in their shoes. Then get your friends and family to read it too.
Start with a few key pages first before committing to a complete re-write. Make sure your new style has the desired effect on conversion rates before going any further. Measure how many more conversions you get through those pages and then roll the changes out to a few more pages, measuring each as you go.
Create Relevant Landing Pages
Now you understand what’s driving high-converting visitors and you’ve adjusted your web copy to suit them.
But are you giving them what they want when they arrive?
Arguably the most critical factor in how search engines rank your website is relevance. Not having relevant content on your site will result in two disastrous consequences:
- Google will relegate you further down the search results pages;
- Visitors will spend less time on your site and won’t convert.
The second of these – known as ‘bounce rate’ – shows why relevance is essential for conversion rate optimisation. Online attention spans are short and there’s almost certainly another website just a click or two away which can offer customers a similar product or service. So if they struggle to find what they’re looking for, they’ll be gone.
So how do you find out which pages are working to convert browsers into buyers and which aren’t? It’s not like you have checkout staff to ask them if they found everything they were looking for. Well, actually, maybe you do…
Back to Google Analytics…
You can very easily start to improve your website by analysing your bounce rates, conversion rates and much more for any given page on your site using GA. Once you know which are the worst-converting pages on your site, you can set about optimising these for better results. Take some cues from the best-converting pages to guide you as to what to change. As always, be careful not to change too much in one go, otherwise you won’t get a clear picture of which changes actually made the difference.
- Ensure the content on the pages matches the search terms we looked at earlier – nothing drives visitors away faster than searching for one thing and landing on a page discussing another
- Experiment with the placement of calls-to-action (CTAs) – are they prominent and compelling enough to let visitors know how they get to a download, signup or sale?
- Have you given visitors clear signposts? If the page they land on isn’t exactly what they’re after, have you included clear links to other related information?
If your landing pages aren’t performing they’re losing you money.