Your Conversion Rate – A Snapshot Analysis
Evaluate your webpage’s conversion rate on your own with honest answers to the following yes or no questions.
To questions to which you answer no, take corrective action and make changes so as to answer yes.
Is the headline or heading of your webpage written in such a way that it attracts immediate attention?
A headline or heading highlighted in bold or large letters is probably what most of your visitors will read before exiting your page if it does not sound inviting enough.
Have you eliminated content that is distracting or useless on a page?
Hit the user with your useful and most powerful content right away, avoiding unnecessary information exchange.
Does your website look trustworthy with user testimonials or familiar social networking buttons?
Your website has to gain the trust of the user in a flash. This can be done with the help of client testimonials, client logos or with links to social networking sites such as Face book or Twitter that will immediately gain trust points in the minds of the user.
Is your content easy on the eye or easy to read for the user?
Bullets and summarized text are the best way to engage users to read through material. Long paragraphs or sentences will most probably cause users to abandon reading your content.
Is your content targeted without any unnecessary information?
If you are selling services or products that are unrelated to your website’s main theme, you should put down the answer to this question as a no. All information should be absolutely relevant.
Is your website projected in such a way that it appears that you are helping the user?
Users will connect with your website only if your website looks as a potential solution to their problem. Your website will thus have to look like a potential gold mine for the exact information being searched for by the user.
Do you use themes or page templates that provide a visual appeal for your webpage?
Answer no to this question if you are using plain, boring and unconvincing templates with minimal visual appeal.
Does your website have a prominently displayed video?
A video on a website can improve its conversion rate by as much as 90%! This is a vital element.
Is your site simple to navigate?
Navigation through your website should be a breeze, not one that requires a map. The golden rule is to keep it simple.
Call to action
Is the call to action text or banner displayed above the fold?
Take into account the average users screen resolution to see if your main call to action text or banner is above the fold, or in other words, displayed prominently without requiring the user to scroll down on your webpage.
Does your website take advantage of designing highlights to really make an impression on the user?
Features such as color contract, whitespace and size of fonts can be manipulated to really improve the visual appeal of the website in a flash. Are you making use of any of these?
Is your call to action portion of your webpage the most prominently displayed section on the page?
Absolutely nothing should distract the user from identifying the call to action as the main purpose of the website. In other words, all other information displayed should look secondary in terms of importance.
Is your call to action descriptive and to the point?
Users will need to know what they are going to get when they click on something. Something that says “Download XXX” is absolutely much better than something that says “Click Here”.
Do you use visual directional cues to attract attention to your call to action?
Examples of this would be subtle arrows or photos of people looking at the call to action. If your website does not have these, answer no to this question.
Where are you sending your inbound traffic to?
Give yourself a big NO is you are sending your inbound traffic to your homepage or sign up page. It is imperative that inbound traffic goes to a standalone landing page for the best possible conversions.
Does your website offer itself a chance to be remembered or revisited?
If you want users to come back to your site, you will need to provide them with a bookmarking link or a retweet button. YOU have to provide the onus to make the user come back.
Does each type of traffic to your website have its own landing page?
Ideally, every type of traffic should have a different landing page. For example, email traffic should have a separate landing page; PPC traffic should have a separate landing page and so on. A landing page should only deal with one type of traffic.
Do your confirmation pages offer additional call to actions?
A call to action will need to be supported with additional call to actions. For example, “Download XXX” will need to be next supported by a “Follow these easy steps to download”.
Are your lead generation forms asking only for the bare minimum information that is necessary?
Lead generation forms need to be basic in nature, asking only for basic information such as name and email. It should be absolutely simple. You can answer yes to this question if you are not engaged in any form of lead generation.
Does your website pass the 5 second stranger test?
Get someone who has never seen your webpage to look at it for 5 seconds and 5 seconds only. Ask them to then describe your website. Fine tune and optimize your website again and again until you start to hear the right comments. This WILL improve your conversions, without any doubt.
Are you in the practice of using analytic tools to monitor your users and study user behavior on your website?
This is absolutely critical. Analytics can provide a wealth of information that will allow you to improve almost all features mentioned in the questions above. Installing analytics should be the first thing on your to do list if you do not have it for your website.