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Want More Sales? Enhance Your Conversion Rate With Easy-to-Follow Navigation and Strong Calls-to-Action

Posted By Amber On July 13, 2009 @ 8:34 am In Conversion Optimization | 1 Comment

SchwarzerhutTrust2009 [1]

Today is part one of a five day long SEO series on increasing conversion rates by building trust and credibility [2]. There comes a time in every man’s life when he has to take a step back, and look at the big picture. Today that big picture is your website, and by stepping back, stopping what you’re doing, and looking at your website from a wide angle lens can help you figure out what’s actually hindering you from succeeding. It allows you to reassess all the tactics you’ve used to increase sales in the past and revamp your plan for future success.

As part of your re-vamped plan for future success, the two tactics I’ll go over today will help you reach your goals of increasing sales and conversions via your website.

1.  Easy-to-Follow Navigation: People read top to bottom, left to right. If you keep this in mind when looking at each page on your site, it will help you determine what to change. Best practice is to have your logo at the top left or middle of the page. After that, determine what you want people to look at next. Is it a new product, new service, special promotion or offer, or a form?  Whatever it is, make it stand out by switching up the color or making the font size larger and put it towards the left hand side of the page so people can see it easily.

An easy to follow navigation makes people feel less confused about what they should do on your site. If you have too many calls-to-action or too many bold colors, people can easily get frustrated and exit the site altogether. Build trust and increase your conversions by creating a seamless flow of information from top to bottom, left to right, and make it clear what the purpose of your site is and what a new customer should do.

2.  Calls-to-Action: If you’re missing a strong call-to-action [3] on your website, you’re missing out on potential sales big time. A strong call-to-action is a noticeable button or text that tells your customers what to do when they enter your website. Calls-to-action can be: Request Information, Buy Now, Sign up for a free trial, etc.

There are several case studies [4] out there on how calls to action can improve conversion rates, but I have a case study of my own to share.  A client of mine is a national seller of wheelchair vans and lifts. When someone goes to my client’s website, they’re looking for more information or dealers in their area for these vans. The website initially only had a tab at the top of the page that said, ‘Find a Dealer’. Through our Google Website Optimizer testing, we tested adding another call-to-action in the form of a large button in the middle of each page of their site.  After a few weeks of testing, it was clear that our conversion rates increased dramatically.

Our original version of our test page did not include the call –to-action and had a conversion rate of 8.14%.  In the tested version of the page with the call to action button the conversion rate increased up to 16.5%.

GWO image [5]

What would doubling your conversion rate do for your sales?  When you find yourself so busy during the day-to-day grind, remember to take a step back and look at the bigger picture occasionally. Remember customers want to buy from a trustworthy, credible website that is easy to read and follow. Too much text, too many images, flash, whatever will only cause frustration and lower sales.

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URL to article: http://www.seoboy.com/want-more-sales-enhance-your-conversion-rate-with-easy-to-follow-navigation-and-strong-calls-to-action/

URLs in this post:

[1] Image: http://www.seoboy.com/wp-content/uploads/2009/07/SchwarzerhutTrust2009.jpg

[2] part one of a five day long SEO series on increasing conversion rates by building trust and credibility: http://www.seoboy.com/how-to-increase-conversions-by-increasing-your-websites-trustworthiness-and-credibility/

[3] call-to-action: http://www.ppchero.com/increase-your-click-through-rate-with-tasty-promo-offers-and-calls-to-action/

[4] case studies: http://www.aweber.com/blog/case-studies/buttons-vs-text-links.htm

[5] Image: http://www.seoboy.com/wp-content/uploads/2009/07/braun-call-to-action-button1.jpg

[6] Use Google Website Optimizer to Achieve a Higher Conversion Rate: http://www.seoboy.com/use-google-website-optimizer-to-achieve-a-higher-conversion-rate/

[7] SEO and Conversion Optimization: How to Use Data and Testing to Improve Conversion Rates: http://www.seoboy.com/seo-and-conversion-optimization-how-to-use-data-and-testing-to-improve-conversion-rates/

[8] Multiple Conversion Points On a Website Isn’t Bad As Long as They All Work: http://www.seoboy.com/multiple-conversion-points-on-a-website-isnt-bad-as-long-as-they-all-work/

[9] Conversion Optimization, What? You Mean SEO Isn’t Just About Keywords?: http://www.seoboy.com/conversion-optimization-what-you-mean-seo-isnt-just-about-keywords/

[10] Using Google Maps to Increase Sales: http://www.seoboy.com/local-search-in-depth-google-maps/

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