Financial Data
Updated 30 Sep 2020

How to convert more website traffic into leads and sales

“They keep coming to the website, but we aren’t able to convert!” If that’s one of your daily battles, here’s a few hints and tips to turn things around. 

Dennis Armstrong, 26 July 2017  Share  0 comments  Print

All the answers to your unique business lifestage questions

Let’s be clear. Without the holy trinity of a logical user path, good user experience and mobile-friendly website design, your digital marketing campaigns are guaranteed to fail living up to expectation. In the end, all your efforts (and money) will amount to little more than fits of rage and fury, ending way short of your envisaged returns. This all may sound rather dramatic but it is the simple truth.

There are, of course, many variables that need to combine to construct a successful marketing campaign but in the end, everything points back to your online presence e.g. social media and, of course, your company website.

A website that does not “work” for you hampers a user’s path to conversion (to lead or customer). Your website is your digital home, your office, your online premises where people come to browse, explore, shop or find information that helps them make a purchasing decision.

Related: Is your website acting as customer-repellent? Avoid these 5 don’ts.

When visitors come to your website they should be greeted with a crisp, clear, message– eliminating any confusion as to:

  • Who you are
  • What you do
  • Why your message is believable
  • What you want them to do next

Clear messaging is one thing, of course – howthatmessage is presented and how the visitor is guided towards the next campaign goal requires good UX Design.

User Experience Design (UXD)

A great user experience is one where a website visitor can easily find what they are looking for, enjoying a seamless journey through the various categories and sections where the website almost “knows” what the user wants to do next.

A combination of skillsets such as user interface and interaction design come to the fore here – as does a fair helping of logic and role play – putting yourself in the mind of the user, anticipating their next move – and then delivering an intuitive experience.

Less is More

According to Interface Digital’s Head of Design, Joline Jackson, successful websites make use of full screen sizes, stretching from side-to-side. “At the same time, it cuts back on as much unnecessary information as possible to help site visitors focus on core content,” she says. “Users are impatient and increasingly so.”

The less friction standing between the website visitor and the reason for their visit, the more conversions you will have. This is especially significant when users browse using mobile devices.

Mobile is everything

The fact is that Google ranks mobile-friendly websites higher than those not yet optimised.

There is a big difference between being able to view a website on your phone, and being able to successfully navigate and find what you are looking for.

Google talks about “winning the moments that matter” and those moments happen on our mobile devices. Your customers live online, searching for reviews, for ratings, for information, for suggestions.

If you are not part of the conversation you can bet a quick cabinet reshuffle that your competitors are – and they are reaping reward.

Related: 7 Tips for feeding your website’s need for speed

2016 statistics

  • 66% of consumers turn to their phones to look up something they saw on TV
  • Searches including the phrase “near me” doubles year-on-year, e.g. “pizzas on special near me”
  • 82% of smartphone users go online to find more information about local businesses
  • 91% of smartphone users turn to their phones for ideas while performing a task
  • 82% of smartphone users consult their phone for more information while in-store and deciding what to buy

So, now you see the importance of first fixing your home (page), then inviting people to the party.

Of course, you are anxious to get your message out to the masses and, of course, you expect your digital marketing partner to deliver those leads and/or salesen masse.Fact is though that your online house (website, social media platforms) needs to be in order first before you spend valuable money on any campaign.

Failing to do so will most certainly lead to lower conversions and lower return on investment – and that’s not where you need to be halfway through 2017, is it?

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About the author

Dennis Armstrong

Dennis Armstrong is Group Executive at incuBeta and Managing Director of several companies in the online marketing space, including the recently launched NMP (SA) – a full service digital agency borne from the marriage between three specialist solutions companies, each bringing expertise in specific fields of digital marketing and technology. Dennis’s expertise include Marketing and Business development. He manages over 200 staff and is directly involved in growing some of the biggest digital accounts in South Africa from search, to SEO and display. Dennis is hands-on and available to advise on all digital marketing requirements.

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