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Let’s say we’ve pinpointed a winning brand identity for your business. Let’s also say we’ve kicked the tires and lit the fires on your new website, which has gone live and is already starting to attract new customers interested in your product or service.
A fundamental part of our collaborative web design and development strategies is ensuring that your site works precisely the way it’s intended.
And a fundamental part of a winning website? Conversions.
As a business owner, you want website visitors to convert: subscribe to your newsletter, fill out a contact form, share your content, call your office, make an appointment, or purchase your product or service.
These are called conversions. They’re why we do what we do.
The experts at Webfor will perform a variety of tests on your site, continually tracking user experience and working through the process of optimizing your website for conversions. We know how to do this because we’ve taken the time to understand your company’s needs, as well as the behaviors of your target customer base.
The tools we use include Google Analytics and heatmaps. We measure traffic, time on page, bounce rates, and more. Plus, we examine your particular conversion funnel (the trackable journeys consumers take across your site before converting). We use the data to inform strategy and make hypotheses, which we test over time to determine design, content, or structural changes that will generate the most conversions and eliminate user roadblocks
This process makes it more likely that visitors will visit your site, remain on the site, return to your site often, and take action.
That’s really the nuts and bolts of the CRO process: Converting your audience from passive onlookers to actively engaged customers.
Driving thousands of people to your website is sweet. Getting a high rate of those visitors to convert? Even sweeter.
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Webfor commandeers your website, tightens the nuts and bolts, cleans out extraneous (i.e., nonoptimal) content, sets up tracking software, and gets the site to perform at an optimal level. One of the ways we do this is by creating content that engages, informs, and inspires visitors to continue scouring your website for additional information.
Best of all, quality content of the kind that Webfor’s creative team has mastered will improve your site’s “linkability” — i.e., visitors will draw additional traffic to your site by linking to it, creating a vast network of quality backlinks.
Our SEO and CRO teams will also continually monitor the usability of your website.
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Conversion rate optimization first and foremost, keeps people on the site, eliminating pain points and frustrations which drive traffic away. Second, there’s a direct and powerful correlation between a site’s usability and its conversion rate.
For a solid definition of usability, we turn to Steve Krug, author of “Don’t Make Me Think,” who defines it as such: “Usability really just means making sure that something works well: that a person of average (or even below average) ability and experience can use the thing — whether it’s a website, remote control, or revolving door — for its intended purpose without getting hopelessly frustrated.”
Consider the art and science of a successful landing page. We look at a lot of websites, and one constant we see with landing pages with poor click-through rates is a glut of information. Web visitors expect info at lightning speed, so it’s important to get your message across succinctly.
How does Webfor improve your website’s CRO? There are a lot of tools in our toolkit. Something as simple as having the cursor automatically jump to the next box can do wonders for CRO.
And, of course, you must have content that engages — quality, informative, entertaining, and actionable content that has a high “FOMO” factor (“Fear Of Missing Out”). Webfor wants to make your site the go-to for your particular product or service. To do so, we’ll figure out what differentiates you from the pack, inspiring visitors to engage with your content and to convert.
People are busy. They’ll skip right over content that’s not relevant. And they’ll bounce away from your website if it scores low on usability. But if they’re engaged, and if the content is dynamite, we promise you: They’ll read all the way to the end.
Beth Anderson / Simpson Plumbing
Marketing and Website Design
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