The anatomy of a website that converts
Morvan Le Borgne
What is a website that converts?
What makes the difference between a website that prospects visit and a website where your prospects take action?
This is precisely the way for your prospects to take action, so they can leave their contact details, subscribe to your newsletter, call you, or place an order.
Do you have a great website, with lots of visitors, but few buyers? It might be time to reconsider your approach and put the odds in your favor.
Several essential elements are taken into account to build a site that converts. When you don’t know the psychology of marketing, the elements that enable a website to convert a prospect into a customer can seem mysterious. And yet …
Before exposing you to the essentials that can turn a pretty storefront into a customer machine, let us present you with some eloquent statistics:
- You have 0-8 seconds to create a compelling title and landing page. After 8 seconds, the majority of visitors leave.
- About 96% of visitors to your website are not ready to buy.
- The more landing pages you have, the more likely you are to get leads.
- Product videos can increase product purchases by 144%.
- A one-second delay in your website load speed can result in a 7% reduction in conversions.
- A / B testing becomes the preferred method of successful companies.
From a general point of view, three points of focus should be in your mind when thinking about converting your website:
to your target
According to the L’Entourage website, dedicated to training and empowering entrepreneurs, six key elements should be taken into consideration to ensure that you have a website that converts:
- a site with a simple design
- elements to amplify your credibility
- capitalize on the power of the blog
- master landing pages
- make obvious the need for the call to action
- the art of collecting email addresses (to increase your database)
For his part, thought leader Brendon Burchard, author of The Millionaire Messenger, a New York Times Top Seller, points out that a site that converts should serve six main functions:
- give great value
- look good on mobile phone or tablet
- be easy to manage and modify
- allow people to subscribe for more content
- provide content that is easy to share and follow
- pay online payments
Still, according to Brendon, twelve key elements can predict whether a website will convert:
- Simplified navigation
- Links to social networks
- A clear and limpid unique value proposition
- A lead magnet above the fold
- Credibility is evident at first glance.
- Resounding calls to action for elements of monetization
- The omnipresence of “opt-in” forms
- A blog and a podcast
- The presence of content sharing buttons above and below each post
- A dedicated opt-in page
- A registration page
- A pop-up opt-in to collect email addresses.
What are the benefits of a website that converts?
For your business, the benefits are manifold. Of course, the increased likelihood of sales is the most obvious.
But building a website that converts also allows you to:
to come back.
of your brand.
to find out
what really works
your credibility and brand image
What are the dangers of not having a website that converts?
By not paying attention to your website’s converting ability, you miss out on a plethora of opportunities.
This is what can make a real difference between a pretty storefront that people walkthrough, and a platform that you maximize to engage your audience and convert a visitor into a prospect, then a customer, and finally an ambassador of your mark.
How can Empower help you create a website that converts?
We have been supporting SME owners in their digital strategy for more than ten years. The lack of a solid strategy for building a website that turns visitors into customers is arguably one of the most common mistakes we find with our customers, day in and day out.