Turn your website to a selling machine : I am revealing today the 4 ingredients that will boost your sales.

In my previous blog post, I wrote about SEO and how important it is to drive traffic to your website.

The truth is : driving traffic to your website is great but it isn´t enough to make sales. It is for this very reason I´m writing about 4 concepts that you need to master if you want to turn your website to a selling machine.

Let´s imagine that you run a brick and mortar store. People visit your store, some buy and some don´t. Right? Well, having an e-commerce website is the exact same thing. Visitors come to your website, some buy and some don´t. I have actually seen a lot of websites that drive thousands of traffic per month but their sales are extremely low. And here comes the crucial role of the concepts I am about to reveal here. They are all about increasing the number of visitors that come to your website and buy.

Turn your website to a selling machine

As you can see in the very simplified scheme, the SEO job is to get you traffic and the 4 concepts job (conversion rate optimisation, funnel optimisation, landing page optimisation, user experience) is to convert this traffic to paying customers. Got it?

Great ! Let´s now explain on a basic level what these concepts mean:

Conversion Rate Optimisation

First, what is a conversion? A conversion is when a visitor takes an action on your website that you want them to take. It can be signing up to your newsletter , buying your product, downloading your app, creating an account with a login and password…

The conversion rate is the number of customers divided by the number of visitors. Let´s say your website had 2000 visits this month and 20 customers. The conversion rate would be : 20/2000*100= 1%

Conversion rate optimisation would be then a group of strategies and tactics to constantly increase the conversion rate. In other words, CRO is about increasing the number of people that come to your website and make a purchase or any other action you want them to take.

Funnel optimisation

A funnel is a set of steps a visitor needs to go through before reaching a conversion.

Funnel optimisation is then a group of strategies and techniques that reduce drop outs during the buying journey. We want visitors to take all the steps until conversion and not drop out or leave the website before completing an action you want them to take.

Landing page optimisation

A landing page is the very first page a visitor sees when he comes to your website.

Landing page optimisation aims to make the content of the landing page more appealing to target audiences. Why? simply because you want them to go through the steps in the funnel….all the way to the conversion. If a visitor leaves your website on the landing page it is called a bounce. A high bounce rate means that your landing page content is not optimised: your audience does not engage with it.

User Experience

The exact definition, as outlined by the International Organization for Standardization, is a “person’s perceptions and responses resulting from the use and or anticipated use of a product, system or service.”

Put simply, user experience is how you feel about every interaction you have with what´s in front of you. You want your website for example to be easy to browse, in order to facilitate conversion.

These 4 concepts are the pillars of a good digital marketing strategy. They all work together as one. Landing page optimisation would mean nothing without a funnel optimisation strategy and a good user experience would be useless without all three concepts. Remember, mastering these concepts is key to success, but the success comes with constant testing and hard work. Work to improve whatever you have. Every month.

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