Converting Website Visitors into Customers

06/21/2017 8:08pm

Written by: TrailerCentral.com

Website conversions are important for a multitude of reasons. First, you are likely paying for traffic to your site in one way or another, whether it is through paid advertising or time and energy spent utilizing other methods. A high conversion rate means a better return on that investment. It’s also more cost-effective to convert a higher number of the visitors you already have than to attract more visitors. In addition to improving your return on investment, optimization works to your advantage by giving site visitors what they want before they get tired of looking for it and move on. Make some simple changes so you can boost your conversion rates and your sales.

Improve Your Site’s Usability
Most of us have experienced websites with less than ideal usability. You were truly interested in the business’ product or service, but you were not only unable to find what you were looking and the site was a nightmare to navigate. Even things as basic as a contact phone number or business address could not be easily found. If users cannot find what they are looking for within three clicks, this will likely result in the potential customer becoming frustrated and continuing their search elsewhere.

Make sure your site’s navigation is clearly labeled and leads site users to areas of your site that would be relevant to what they are looking for. For example, users should be able to easily find available inventory and contact information through your site’s navigation and parts, service, rentals, financing, etc. if offered. Avoid including irrelevant content or clutter, which can be overwhelming.

It is equally as important to make sure your website is not only accessible but provides an optimal user experience regardless of the device visitors are using. According to Google, nearly 60% of searches performed come from a mobile device, so it is more important than ever to make sure your site is mobile-friendly.

Make Sure Your Content Is Relevant
If you’re going to boost your conversions, your content must be relevant. When writing web content, less is more and you should focus on using clear concise language. Having a good understanding of your customer base and understanding their needs should guide content planning. This is important to consider when writing web content and blog type articles, and equally as important when planning the site’s information architecture and faceted navigation and filtering.

Shoppers are looking for inventory that is actually available and relevant to their search. It is important to not only have your site up to date with your current inventory but to also have that inventory filterable so the shopper can quickly find what they are looking for versus having to scroll through pages of inventory irrelevant to their search. Ideally, users should be able to filter inventory by, at least, trailer type, condition, manufacturer, year, construction and pull type.

Include Clear Calls-to-Action
Your calls-to-action are one of the most important aspects of your site when it comes to conversions. It is essential to include clear calls-to-action that attracts site visitors’ attention and can easily be found. For instance, if your most frequently visited pages on your website are new inventory, used inventory, parts & service and financing, it would be beneficial to create a call-to-action to visit these pages from your homepage. On an inventory detail page, it is prudent to ensure there is a clear call-to-action for the shopper to take the next steps to either call or submit an online inquiry for additional information.

Boost Your Conversion Rates Today
Your website is your businesses’ 24/7 salesperson that allows you to reach people far and wide. Make the most of it. Try incorporating some of these techniques to boost your site’s conversion rates and turn more of your website visitors into customers.

TrailerCentral.com is a leading software company and digital marketing agency for trailer dealerships. Through utilizing a results-focused approach that leverages industry experience and technology, TrailerCentral.com enables dealerships to exponentially increase their sales and digital marketing reach. For more information about TrailerCentral.com, please visit TrailerCentral.com or call 800-775- 7216.