Whether you have an e-commerce site or a service site, everyone wants to have their website visitors follow through with some type of positive action. You want your visitors to stay on your site. But more than that you want them to either purchase something, or you want them to contact you about your service. You don't want poor internet customer follow through.
If you have a high visitor bounce rate, or you find visitors aren't taking action, your are experiencing the signs that your website has low traction. There are some things you can do to increase the type of internet customer follow-through you desire. It begins by taking an objective look at your website.
1) Did your content deliver on the search keywords?
This is something you learn by analyzing your site analytics. You'll discover what leads customers to each page and where they leave your site. If they are leaving on the landing page that could suggest you aren't delivering the content expected. If they are leaving your site elsewhere, you'll need to dig further. You must identify why your site isn't keeping website visitors.
2) Did you include a call to action on the landing page?
You can't assume your visitor is going to do what you want him/her to do. What action do you want your visitor to take? Do you want him/her to opt-in for a free white paper or eBook? Then that call to action should be near the top of the page. In fact, the upper right side of the page is one of the best spots.
There are two things you can never assume. First, never assume your visitor is going to stay on the page long enough to scroll down the page. Second, never assume your visitor is going to know what to do if you don't tell him/her.
3) Do you have a customer friendly ordering process?
If you see a tendency to leave your site at the shopping cart, you may want to figure out what caused the customer to turn away. Look at possible scenarios.
Could it be that you require credit card information before you supply shipping rates? Or did the customer go ahead and supply the credit card info, only to cancel the transaction after the shipping costs were revealed? This may suggest that the reason the customer didn't complete the transaction was connected with the cost of shipping.
4) Do you have a merchant account or PayPal?
Could it be that you don't offer PayPal? Some customers don't want to go looking for their credit card so a site that doesn't have PayPal could lose traction unless the pricing is too good to pass up.
Could it be that you only use PayPal to process credit card transactions? You could be losing traction with the segment of the population that won't use PayPal because of the perceived risks in doing so. Having a merchant account can prevent this type of customer loss.
5) Is your sign-up process frightening?
People are afraid to give away private information. In most cases, if you are building a list, all you need is an email and name. Asking for more than this may frighten potential customers away. Only make essential information mandatory.
6) Is your content engaging and informative?
Finally, don't create pages on your website that sound like they came out of an encyclopedia. And avoid content that is artificial and stilted because you are trying to work in keywords. Any keywords you use should be used as naturally as possible.
Learn what your potential customers are looking for and focus your website on meeting that need. This should improve the traction of your website. Just remember that a 2% conversion rate is good. If you are getting higher than that, your traction rate is exceeding the norm.
Denise Rutledge writes website content from a marketing perspective as part of her ghostwriting, SEO article, [
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http://EzineArticles.com/?Poor-Internet-Customer-Follow-Through?-6-Reasons-Your-Website-Traction-May-Be-Low&id=6168904] Poor Internet Customer Follow-Through? 6 Reasons Your Website Traction May Be Low
