Every page of a website has a function to perform. Either it is a conversion page or an information page. In the case of the latter, its job is to get the user to a conversion page. The website is there to serve three purposes:
- To give customers information about your products and services, to answer any questions they might want answered before talking to a sales person.
- To help them get in touch with you, either by email, phone or social media.
- To enable them to buy from you, either direct online or through an enquiry form or a quotation request.
These are the only three reasons a customer will visit your site and every page of your site needs to be ready to deal with every one of those requirements. Conversion optimisation strategy includes some focus on this area.
Some customers will arrive through a news or blog article, having clicked on a link in another site or searched for the subject of your article. These people are looking for information and it’s OK for them to see a page that isn’t trying to sell to them. But you don’t want people reading your news and then leaving the site. You write the news to attract visitors and you attract visitors to generate leads.
Calls to action – getting users from A to B
A conversion on your site could be any number of things:
- A direct sale
- An email enquiry, telephone enquiry or a form submission
- A newsletter subscription
- A Facebook Like or Twitter follow
What you consider to be a conversion depends on your business. The most important thing is that you identify what your key conversions are and set up your site to enable you to track them. You might track customers through to a completed sale, a newsletter subscription and a completed enquiry, as in our diagram here.
If a site visitor arrives through a news article, how are they going to turn into a newsletter subscriber? You need a strong call to action to get them to the page where they can become one.
Here are some examples of calls to action
British Logo Design features a big ‘View prices’ button on its home page. Because price is often the first question in customers’ minds, this is a great call to action. Sure enough, the page that is looked at more than any other after the home page is the prices page.
Karen Hardy Studios added an attention-grabbing button to the top right of every page of the website. The number of visitors who now click through to the action page has risen considerably.
Our sister brand Vertical Leap features a large Contact Us button throughout the website, which ensures a high proportion of website visitors navigate to the enquiry form.
Direct Oil displays a consistent quotation form throughout its website. This ensures a high number of visitors use the feature. This approach is much better than just having a page in the menu and hoping customers will navigate to it.
Tracking conversions from calls to action
The calls to action are important to encourage visitors to navigate to your action pages from any page of your site, but in order to know it’s working you need to set some key performance indicators (KPIs) and put tracking in place. You have several options available.
- Set up a telephone tracking system like AdInsight to tie phone leads back into your Google Analytics data.
- Ensure any clickable email addresses have event tracking code, so that you can find out in Analytics how many people click on them. You can also set up goals to track events.
- Set up goals in Analytics to count conversions. You can assign a value to each conversion and you can set up funnels to track conversions through specific routes of your site.
- Use ecommerce tracking to record sales, if this is possible. Analytics will then give you detailed information about the sale and about the user session that led up to the sale.
- Use split testing to try different things on different pages – colour schemes, different action words, different form layouts. Comparing results over time will help your conversion optimisation strategy.