A 3-Step Guide: Converting Clicks Into Customers

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Getting clicks to your site is easier now more than ever. Anyone can drive clicks using a range of different platforms, from Google to social media sites, on any budget.

But how do you covert these clicks into conversions? This is a different proposition entirely. Getting people to your website is just half of the challenge.

1. The Landing Page

Relevant- the page that the link takes the user to needs to be exactly what the user wants to see. If it’s not then the user will simply go back to the platform from which they came, after all the user clicked through for a reason. There should also be distinguishable similarities between the advert or link they clicked and the landing page, whether in the imagery, branding or copy.

Clear- the page should have one end goal, and this should be as clear as day. The aim of the page is for the user to take action, now! Don’t distract users with multiple requests. With clear copy and messaging, ensure that they know why they have clicked-through and what they need to do.

Professional- the page must look established and trustworthy. I don’t know about you but if I land on a page filled with display ads or simply looks messy and confusing, I am more likely to avoid rather than stay. You can add credibility to the page by visibly showing testimonials or reviews on the page. People love reviews, and this kind of “social proof” boosts conversions.

Monitor and improve- tweak and experiment with your page, in the form of small and incremental changes. Never totally re-design your landing page. Learn what works and what doesn’t work for your audience, and optimise the page for higher conversions. You could test things such as the format, copy, branding, CTA buttons, imagery, etc… An effective headline is arguably the most important part of your page, it needs to grab the user and captivate them into reading on or clicking onto another page.

2. User Experience

Simple- the user does not want to see an overload of information on entering the site, nor do they want a lack of information. It is essential to find a good balance. Use of imagery and videos are a good way of engaging the user quickly and effectively, while offering them all they need to know about your product or service, because people are lazy. There should only really ever be one call to action from your landing page, with the aim of not confusing the user about your proposition.

Efficient- The number of steps from entering your site and completing the desired action should be as close to zero as possible. Amazon have nailed this with their “1-Click” buying system, which they patented back in 1997, which they later licensed to Apple Inc. This basically cuts out the checkout process of purchasing online, and makes “impulse buying” a reality. Amazon’s patent has recently expired so expect to see this on all major sites soon!

Seamless- at no point from clicking-through the link to completion the desired action should the user face any difficulty or frustrations. This could be a slow website, which reportedly leads to a 7% decrease in conversions, with 47% of users wanting a load time of 2 seconds or less. Another avoidable instance is the website creating errors or crashing.
3. Mobile
Users on mobile are significantly harder to convert than desktop users. This, on the most part, is because attention spans are so short while browsing on mobile. People use the smart phones to browse, rather than perform actions.
It is essential that your site is mobile friendly and optimised so that users can easily navigate and do what they want to do most- browse.
Next Steps
Once you have perfected your landing page, user experience, and mobile site, you can now make sure you efforts count towards more wins. Here’s how:
1) Narrow your channels- focus on the channels and platforms which are yielding the highest conversion rates from the clicks. For example, if you are experiencing high conversions from your email marketing, focus on creating rich content and a solid email marketing strategy.
2) Focus on top products/services- after running a few campaigns across various platforms, it should be clear which products or services convert the best. Keep plugging what works and get the highest return as possible from your efforts.
3) Do A/B testing, a lot- it is key that your approach, and your website, are constantly evolving. Testing, analysing, and implementing changes should be an ongoing process. This could be from testing copy and images, to testing ads on different audiences and finding your niche.

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