Four Ways To Increase Website Conversion

IIt is common to get traffic yet not many phone calls. For example, one site is getting over 100 visitors a day. However their phone is not ringing. The question is, what's wrong.

There is an art to getting the phone to ring. It's called conversion. Ten visitors yielding one phone call is a conversion factor of 10 percent. Increasing conversion is critical and often ignored. Here are four ways to increase your conversion factor:

1. Accept that users don't read. They glance - in a hypnotic, sub conscious state - for about two seconds. That's all you get. Craft your page visually. Don't rely on words. It doesn't matter what your words are. Without a compelling visual, they won't get read.

2. Understand eye movement. A heat map shows how people's eyes move across a web page. They always start in the upper left and move to a focal point - usually an image or animation near the top of the page. Put your call to action (and phone number) at that focal point. If you put your call to action anywhere else (but on the focal point) people won't see it.

3. Talk about what users want. Talking about yourself is a no-go. It won't get read. On the web, words means nothing if they're not about what the user wants. Make a direct appeal to what your audience wants. Be specific. Take a chance. You may alienate some but so what. Lukewarm users won't call anyway. Appeal to your user's passion. It's your only chance.

4. Tweak and measure. Studies show changing one word of a headline can increase an ad's effectiveness by 1000 percent. Experiment with your home page until you find a visual/headline combination that converts.

On the web people are super impatient. They don't read unless it affects them. They glance and that's it. Work with it. Craft your page to match expectations. Forget about pleasing everyone because it doesn't work. Be bold. Strike a chord. Shoot for red-hot reception with users. That's how to get calls. The reward for getting this right is phone calls so it's worth doing.