No matter what kind of industry or business you may be in, your website has one goal: To make the customer's experience seamless so they continue coming back for more.
But with today's growing technology, it's easy to get caught up in the excitement of it all. It's tempting to want to add every possible feature, image, text, etc. that's relevant to your company.
However, during this process, it's pretty easy to neglect even the basics that can increase your conversion rates. Not only can these basic principles help your conversions, but they'll help drive your company steps ahead of your competition - and keep this upper hand.
How long do you think you have to tell a customer who comes to your website that you have what they need? The answer is about 50 milliseconds. (Yes, you read that right, as in 0.05 seconds!)
If you don't make an impression and tell them exactly what they'll get out of coming to your site, they're going to leave. Yet it only takes half a second for the user to come up with an opinion of your site. So you'll want to make those seconds count with the basics.
Know Your Audience
Tracking your customer's behavior through your website is one of the best ways you can learn more about your target audience.? Learn the phrases, images and keywords that they respond to and the ones they pass over. From here, you can tailor your content and campaigns depending on each person's preferences. Don't just focus on what they buy; instead, take notice of what they search for and what they end up looking at.
Let's say a customer has been searching for summer shoes. You can display the latest pair of popular women's sandals when the customer comes back for a truly personalized experience.
Make the Pages Count
Do your webpages reflect real time? They should reflect back on current events and other variables that'll impact sales, like your customer's location. When your content is customized to certain key segments, you'll help talk your customers into purchasing. For example, you'll want to let your international customers know there's free overseas shipping.
Part of this relevance includes tailoring the content based on where the customer has come from. If they were directed through Facebook, you'll be able to learn more about their buying habits, rather than those who have been directed via email.
Keep a Consistent Message
When you have traffic coming from all different channels, consistency is key. Let's say you're offering a promotion - any Facebook users get 15% off. Not only should this be clearly displayed on the landing page, but it should be on every single page the visitor sees, until he or she is ready to check out.
This doesn't mean you have to do a complete website overhaul, however. Rather, you can just mirror the message that originally caught the customer's attention.
Keep Up with the Tests
If you really want to know if your site is delivering, you have to test it on a regular basis. Always check for sticking points in your site, and look to ensure the buttons, layout, messaging and other types of positives - such as awards or seals - are easy to see and use.
One way to test this: A/B testing. Try various methods to see which work best and which your customer is more likely to respond to. Then you can change things up accordingly. After all, the best types of decisions are the ones based off of data, not opinions.
Of course it would be nice to say, once you do all this, you're good to go! As an expert, though, you know this isn't true. In a world of constant evolvement, it's critical to continue your company's own evolvement.
Always keep an eye out for patterns or processes that really seem to work - but don't be afraid to change them. Conduct various tests to see if you can better these processes or tweak them in a way to make them more effective. Keeping your eye on the prize - aka your customer - will ensure you're always moving forward to better their experience. From here, you'll be able to develop deeper and longer-lasting friendships with your current and future customers.
Editor's note: This is an extension of a previous video on Insivia's website from April 2016.