Could Your Website be a Waste of Money?

Last week, I was on a call with a webmaster discussing their site’s traffic. He told me that they were getting all the traffic that they could ever ask for, but weren’t closing many deals online.

He asked what the problem was…..

It seems that many people equate traffic with dollars. But this is simply not the case. Would someone searching for recall information on a Toyota be likely to buy one? Well it depends…..

And that’s the kicker. Traffic means absolutely nothing until that traffic converts into sales/dollars/ad revenue, or whatever it is that makes your website succeed. SEO is only half the battle. Once you get the traffic, you need to convert it!

Some areas to consider when analyzing your site for conversions are:

• Headline – Is it compelling enough?
• Page layout – Is it easy to see what you’re supposed to do on the page?
• Navigation – How easy can users browse your site?
• Color scheme – Could your choice of colors be putting people off?
• Form layout – Could you get by with asking fewer questions?
• Button text – Once again, is it compelling?
• Sales copy – Is the information clear? Would an average reader know what to do with the info?
• Graphic images – Do they help convey the right message?
• Call to action – Is it clear?
• Offer or promotion – Would a discount entice more sales?

There are many things a webmaster can do in order to increase the number of conversions their site receives. If you need some tips or pointers, feel free to ask. In the meantime, keep testing for conversions! After all, if your website doesn’t convert, you’re just wasting your money…