When it comes to converting the traffic on the site into real customers, it is the website which comes into the sharp focus. Right from the pages where the visitors land to the final stage of buying of products or services, it is the design elements of the website which determine how successful you would be in the conversion of traffic into customers. It shall be understood that conversion optimization needs to be done through the three generally observed phases of visitor behavior on the website. These three stages are of coming on to the landing page, exploring the other parts of the site and finally of getting into the order processing cycle.
The Landing Page
For the search engine marketers, designing an effective landing page is one of the most essential tasks. You have got to think of the right keywords which are being promoted for that landing page and need to get into the mindset of the visitors who would be visiting the landing page using those keywords. Why this reading of the mind of visitors is important is because you will have to incorporate all those elements, features, services or offers in the landing page which the visitors would be expecting by visiting that page. Further, you also need the visitors to act in some specific way and therefore the call to action statements shall be visible clearly to them. The call to action shall be directed in such a way that puts the visitors in the buying cycle or the ordering process.
It shall be mentioned that the landing pages could be dynamically generated for the PPC campaigns in some circumstances. However, for the SEO purposes, the SEO Delhi and companies elsewhere in the world use the static pages as their landing pages.
Managing the Exploration Phase
Further, you need to make these prominently visible. If the visitors feel interested in your landing page, they would also be visiting the other pages of the site for further exploration. So, there is a need to have easy, logical and quick navigation to the other relevant parts of the site that are closely related to the landing page. At the same time, it shall be kept in mind that the people are not allowed to get lost in exploration. Rather, they shall be guided to navigate into the buying process. So, the navigation from the landing page itself shall move in the direction of actuating the buying process.
Managing the Buying Process
A buying cycle can be clearly identified as made of logical, step-by-step forward movement of the actions leading to ultimate purchase of the product or service. There are some time-tested principles which shall be followed in order to deliver the maximum conversions, which are:
Principle #1 – The visitor shall be totally clear on what is expected of him to do.
Principle #2 – None of the elements of design or text shall be ambiguous on any page of the site. Ambiguity leads to highest drop out rates.
Principle #3 – The process shall be as short as possible. Too long a process really irritates the visitors and this might make them lose the interest.
Principle #4 – Payments processing stage shall not only be safe but it shall also look to be safe. You might have incorporated one of the highest levels of security architecture but if the visitors do not fee that sense of security, they will not punch in their card information or bank account numbers for payment processing. Therefore, designers and conversion experts shall work to psychologically satisfy the customers on security of their private data.