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Increasing Conversion Rates

Your Site Not Converting?

So you have a website and you are getting traffic, but you are not converting these visitors.

The reasons for this could be one of many, so to get to the root, the first thing that needs to be done is to analyse visitor behaviour, as this could well show just why they are not doing what you want them to do.

Once you have the data and have turned this to information and on intoUnderstanding you will see if there are any obvious issues, things like the shopping cart is being abandoned when they see the shipping costs etc.

Other aspects of the site would also have to be examined, but at the end of it, if the site's parts are all working well, then the problem must be deeper, the reasons for the lack of conversions resting with the way you are approaching your customer...

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Converting the Visitor

As you well know, getting the visitor to the site is only half the battle, one that you have won, however, getting them to stay is another, the first stage in the conversion process where you have to convince them that they are in right place and that they should stay and look around, and of course do what you want them to do, be it to call you, sign up for a newsletter of buy from your shop.

The "leading of the horse to water" might end up as being the easy part of your quest to get more business from your site.

Analysing What Works and What Does Not

However, before you can know what makes the horse drink, you also have to know what makes them turn away, and that means measuring the success rates for the pages and words used in the website.

Any Obvious Problems?

Are any obvious problems found? If not, then we are into different territory. One step to confirm any findings (or to find those hidden issues) would be to run some usability testing, as this may too bring up some obvious reasons for the lack of conversions (or confirm what we have already found).

Then Comes The Psychology

Once we have examined the data, (this being known as the 'original baseline') we can start to make the necessary changes, and using some psychological 'tricks' we can, :-

Make the site easier to use
Change the way we say and do things
Start processes that will build up the relationship between you and your potential customer

All the time making these alterations in a controlled and scientific way of course. Do this and you will start to see what actually improves conversion rates.

And then of course we just keep on improving it..

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Increasing Conversion Rates

Your Site Not Converting?

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