No matter what form of marketing strategies you apply, your final purpose is to bring people on your website and convert them into customers. This means one thing: no matter how persuasive and greatly executed your social media marketing campaign, if your website fails to deliver the promise you made through your ads, you will not obtain the expected conversion rate.
So, before you start marketing your products and services, you need to take a good look at your website and check if its design, functionality, and content are optimised to encourage browsing, subscribing and shopping. In this article, we will show you the main web elements you should pay close attention to if you want to encourage a high conversion rate from your social media followers.
These are the most critical aspects to be optimised:
1. Call to Action
The call to action should reign king on your web page. It needs to be above the fold (on the first screen users see on their smartphones or computer screens), surrounded by sufficient white space to encourage accurate clicking or tapping, and be designed with care.
Rounded shapes are preferable to rectangles, and the preferred colours are red and green. You should do a little A/B testing on the colour because some people perceive red as signifying danger or warning, whereas green is the classic “go” colour on traffic lights and will definitely pose no problems. It just has to create a good contrast with the rest of the colours on your web page.
2. Put the Spotlight on Your Product
There is no doubt about it – one great photo is more persuasive than a thousand words. So, instead of a lengthy and boring product description, post large, high quality and flattering photos of your product, add the key benefits in short, snappy sentences, and let the images work their magic.
3. Get Rid of Stock Photos
It seems easier to buy a bunch of photos from a stock website and give it to your web designer to insert throughout your website. But here’s the problem: people have developed a sixth sense for spotting stock photos. They look bland, standard, and without any kind of personality – at least not the personality which your business wants to express.
Instead, take your own photos, use your own face to promote your business, and make your business express a unique image through the graphics and photos included in your website.
4. Address People’s Pain Points Prominently
When people buy from a website for the first few times, and until they build confidence in the business, they want to know:
- That they can pay online securely
- That they can return a product and be fully reimbursed
- That the website, the payment system and the personal data they supply during the transaction are secure
To solve these issues, state your refund policy and post the logos of the security certificates your website uses in the header and the footer of each page of your website.
5. Test Your Website Functionality
There are various online tools which you can use to inspect your website and find out if people are likely to focus on the important elements on each page, navigate quickly to the desired page, section, or product, and which offer you recommendations for improvement.
One such tool is Feng-GUI, which makes use of numerous eye tracking studies to analyse your landing pages, and another is Inspectlet, which tracks the way visitors browse your websites, and notes the reasons why they navigate away from a page without completing a CTA or completely leave your page.
At the end of making these optimisations, your website will be ready to start bringing you money, and you can start promoting your products and services on the social media.