What is a conversion-based website?
Do you have a beautiful website that your customers can’t find on Google? Are you getting a lot of website traffic but not a lot of sales. How are your customers interacting with your website?
Every website should have a clear purpose. For businesses that want an online presence, that purpose mirrors the company’s vision. A “conversion” is any time a user completes a desired action. That could be buying a product, or calling your company, or signing up for a newsletter; whatever tasks you’ve built your site to allow users to accomplish. A “conversion based” website is simply one where the idea of directing users to desired outcomes is the guiding principle for design and management.
If you we were building a website for a lemonade stand, the most likely conversion would be a purchase of lemonade.
The importance of a clear marketing message
Having a clear marketing message is a powerful first step to building a successful conversion based website. Your website is a tool to accomplish a given task, and ensuring the way to use that tool is clearly stated, what the given product or service is, and what steps the user needs to do to acquire it is integral to that task actually being accomplished. With the internet, your lemonade stand has a possible presence on every street corner on earth, but for users to see your stand, you need a clear sign so possible customers know what you’re selling. The roadside billboards of the internet are impression and click-based advertisements. Managing advertisements on social media and search engines help show possible customers to your website. The Google Ad Network allows further coverage of advertisement space across much of the web, giving your customers an even greater chance of seeing your product.
Search Engine Optimization, or SEO, is another important factor of displaying a clear marketing message. Ensuring that Google, Bing, Yelp, and any other major platforms have the correct information for your website. These platforms are the most likely place your customers will first learn about you, so tracking movements to your website from search engines is an integral insight in how your site is functioning. We have multiple SEO managers specially trained in how sites like Google collect and display the content of the internet. This allows us to build your website not only for customers that visit, but for the Google bots that read the site for better search results.
How we test User Experience
The best way we have found is to record your users and watch how they interact with your website.
Heatmap Testing
Heatmap technology allows reporting on the highest areas of click activity on any given page of your website. The report is displayed just like the temperature on a weather map, with warmer colored areas representing where your clients are clicking the most. This can allow better ad placement, and better ad design to increase site conversions.
Click Map Testing
Confetti Snapshots give an even more precise view of how users are navigating your site. Every individual click is given a color-coded dot to represent a unique user. These dots can be displayed on pages with added metrics like time on site, operating system used, or geographic location for further insight.
Scroll Map Testing
Scroll map testing allows us to see where users spend the most time on your page. With this view of your website you can find the optimal location for your call-to-action through understanding the most popular scroll-depth on your pages.
With these powerful display tools and an experienced staff of developers, writers, and SEO managers, a website built by Sprout Digital is guaranteed greater conversions.
