There are probably 500 reasons you can think of right now that make it a good idea to have a website. But ultimately if your website is not making sales for you, it is not offering much of a return. The good news is that there are two very important ways to increase your online conversions, and they are both quite easy to apply. One way is to reduce your site load time, and the other way is to work on better copy. Both elements are under your control and can be improved without too much hassle. Let’s have a look at how you can improve your website performance on both levels.
Decreasing Your Site Load Time
Your site load time affects your engagement levels. After all, a slow website is likely to result in a higher bounce rate and this can affect your long term SEO aspirations. In addition, it can also affect your short term SEO results.
In one study carried out by Amazon, it emerged that the brand lost 1% of its sales for every 100 millisecond delay in page load time. The study further found:
A dramatic increase in conversions for every second shaved off their page load time, in a stair step that decreased with increasing speed. Specifically: +3% conversions for every second reduced from 15 seconds to 7 seconds, +2% conversions for every second reduced from seconds 7 to 5, +1% conversions for every second reduced from seconds 4 to 2.
Your site might not be as big as Amazon, but understand that every second of delay can result in loss of revenue if you are trading online.
If you want your site to be accessible to modern consumers, your mobile load time is very important. If you consider that two thirds of the population is connected 24/7 because they have smart phones, a fully responsive web design is critical. A slow load time or a design that does not load on a smart device will lose visitors. And, eight times out of ten, those visitors will probably end up on your competitor’s site.
Compress your images, reduce the overall size of your pages and check your analytics. Your analytics will tell you what kind of devices are being used to view your site most often and what browsers your visitors are visiting the site on. Using this data you can ensure that all pages are visible across all browsers and devices.
A site that loads on all browsers and devices is more likely to improve your engagement levels. After all, you are showing your visitors that you value their experience and are doing as much as possible to provide them with consistency. Before you even go into the details of writing great copy, you have to ensure you can retain your visitors on the entry pages. Unless you can prevent visitors from bouncing, the copy on your pages is not relevant. It is only if you can get visitors to stay on your site that they will read the text you have provided.
Writing More Persuasive Copy
When it comes to content, the quality of what you have put down on every page is imperative. While there are lots of link farms out there and there is the option of buying content at cheap prices from any third world country you choose, if you want to reap long term rewards, you have to keep an eye on the quality of what you publish. HubSpot says:
Whether you’re creating a single piece of content a week or several pieces a day, the quality of your content should always remain extremely high if you want it to pay off in the long run. Creating an editorial checklist will help you manage this process.
Content certainly is king of the digital age, but there are three words your content should subscribe to if it wants to reign supreme: authenticity, emotion and economy. Make your message is as simple and authentic as possible. Identify what makes your brand different and authentic and articulate it in as few words as possible.
Also, remember that the average online reader’s attention span is very short so while it might be tempting to wax lyrical about the company’s achievements, it is highly likely that you will lose your reader if you go down that track. The reader should always come first.
The other big thing to remember is to make your writing personal, especially if you want it to stand out against all the other content the user has read that day. One way you can do this is to speak directly to your reader and to ask him or her rhetorical questions.
Then, there are the golden words, which, when used can improve your returns. Sujan Patel speaks of:
Five words that deserve a place in any compelling piece of copy: “You,” “Free,” “Because,” “Instantly” and “New.” These words can be incredibly powerful – but that doesn’t mean you should slap them into your content just to have them there. Understand what makes them powerful and use them in a context that makes sense to your audience.
“You” is what will make your writing more personal and more readable. In the digital age, everyone is looking for ways to improve and enrich their lives.
Also, remember that stories sell. Your brand is more than just a logo on a webpage, it needs a history and it needs to show there are people behind the brand. Look for ways to make your writing more personal and incorporate more narratives into your messages.
Of course, the only real way to tell if a new technique or trick is working for you, is to do some tests. The only way to tell if a new approach has been successful with your audience is to ask it directly. Because the world is evolving at such a rapid rate, you need to test new techniques all the time. To stay ahead of your competition you need to listen and respond to your users’ needs.