Increasing conversions with web design and development to achieve
Internet marketing objectives and wider business objectives; with data from
UK research statistics and industry specialists.
2. Increasing Sales and the 'Maximising Consumer'
In the midst of the credit crunch of 2008 / 2009 Internet sales are still increasing. 17th July 2009 figures from the IMRG (Interactive Media in Retail Group) Capgemini e-Retail Index report that Internet sales reached £22.9 billion in the UK for the first half of 2009 and last year predicted that by 2014 half of all sales will be made via the Internet. Internet sales continue to increase year on year. Online growth for the retail sector keeps on exceeding that of the high street despite a predicted growth slow down to 12% for the remaining of 2009.
The report interestingly suggests an increase in window-shopping,
a higher number of visit per conversion. This means lower conversion rates
and a browse before you buy behaviour pattern. This is a good indicator and
sign of the 'maximising consumer,' who is web savvy and browsing before they
buy. The Tealeaf 2008 UK Online Transaction Survey found that a whopping 52%
of UK consumers surveyed preferred to conduct business online.
3. Website Goals
Defining Goals
Businesses define goals for their business offline. So what business
objectives can be set for a website; how are they defined and measured?
What are the 'value events' that are used to measure the success of a website?
Online Business Goals
Online business goals can be split into general categories:
a. Acquiring new business online; leads and customers that will result in future purchases. Increase return visits to the website. Collect data from customers.
b Reach new customers that are actively searching for products or services in difficult to target markets or wider geographical areas. Use the website and Internet marketing strategy to target markets that would be difficult to target more effectively by any other means.
c. Sell directly online; such as products and services from a product / service catalogue, a booking or subscription facility. Reach targeted customers in a wider or specific geographical area whilst searching for products at particular stages of the buying process. Save on overheads and cost of sales.
d. Online marketing; promote products and services reaching a target audience via online marketing, website promotion and sending newsletters. Instantly provide up-to-date marketing information; easily accessible via the internet or sent directly to customers and new subscribers.
e. Customer Service; Keep customers informed. Reduce administration, print
and postage costs. Provide online applications that allow customers to 'help
themselves,' such as to information or a free download. Continually keep
the customer updated using content management software. Online systems to be
accessed directly by the customer, or will send information directly to the
customer. Provide facilities for customers to update their own information;
submit data that can be stored and administered.
4. Measuring Website Goals
Website goals can be measured by different methods in different areas.
Online Statistics
Website goals can be measured by statistics. Measuring statistics can track
site page visits and thank you page visits, bounce rates, user behaviour,
traffic sources, PPC Performance and keywords that visitors use to find the
website in search engine natural and paid results.
Collect Online and Offline Data
Monitor leads, sales, subscriptions, bookings, contacts and customer feedback.
Data can be collected online, uploaded / downloaded, stored and administered
online in conjunction with or replacing offline data management.
Measuring costs of administration, marketing and sales
How cost effective is the online marketing strategy? Costs of in-house administration,
marketing, and sales completed in 'real time' as actions are
taken by the customer. SEO and PPC campaigns measured for cost, performance
and ROI.
5. Conversions and the Customer
Defining Conversions
On a website; conversions are actions that you want a customer to perform on
the Website. They are in essence the purpose for most websites: A conversion
can be defined in different ways including:
- Online sales
- Telephone lead contact or sale
- A booking Email enquiry or lead
- Feedback / enquiry form
- Completed Newsletter sign up
- Subscription to a product / service Customer / user registration
- A Download
Increasing Conversions
Paypal research shows that online retailers are looking beyond price and choice
to achieve success online in order to meet customer demand (released October
2008).
They have identified the following as important factors in generating and maximising sales online:
- Experience
- Service
- Website speed
- Accessibility
- After sales service
- Customer Care facilities
Even the exchange / return goods policy offered on a website has been identified as one of the added value services that customers are looking for online. It seems that like the high street; competition is raising the game of online retailers.
Customer Expectations
Most users expect to see main navigation links to the major sections of a website
on the top or left hand side. That being said navigation might be placed
on the right instead of right. This can act to persuasively encourage users
to examine the page before heading to another section. Consistent main navigation
will improve usability with detailed menus added that are relevant and consistent
to each section.
Customer Service Issues
It is reported that 49% of UK customers will abandon a website due to customer
service issues on a website. This was recently reported in independent research
carried out by the behaviour analysis company Tealeaf (released September
2008).
In their Online Transaction Survey of 2008 UK adult consumers 16+yrs they found that 9 out of 10 customers experience problems when carrying out online transactions. 49% saying that will abandon the transaction completely, or favour a competitor if they experience difficulties with online transactions; an increase of 12% since 2007.
If that isn't bad enough they found that 77% of customers that have these difficulties will share their bad experience of a website with others. Inconvenienced customers will vent their frustrations both offline and online via other means.
Customer expectations are increasing on the web with the majority of customers expecting to be able to complete a transaction on the first attempt. 90% of customers surveyed that shopped online in the past year say that they expect the same level of service if not better than that which they experience.
Dr. Max Blumberg, Customer Management Strategist and Corporate Psychologist
at the University of London stated "Online businesses need to make every
effort to streamline and improve the experience of their visitors. The reward
will be increased ROI, improved brand perception, and repeat business."
6. Website Conversion Factors
Search Engine Visitors
Hitwise revealed that search engines were the most important source of Internet
traffic in the UK, accounting for 36.3% of upstream visits to all websites
tracked by Hitwise that month." Travel, Shopping and Classified websites
receiving 42.6% and 35.7% of their traffic directly from the search engines.
Education and Government was top, receiving almost half of their traffic.
Online Branding
Hitwise also report that a high percentage of UK online search are brand searches.
This demonstrates that consumers are directly searching for the online presence
of known companies and highlights the importance of having a b online
branding that will actively promote the business.
As internet user's use and trust the search box on search engines increasingly
for navigational search rather than the web address bar it is important websites
can be found at least for the company name. Also bearing in mind companies
can compete on brand searches using to appear at the top of page one for competitor
name searches.
From spring 2008 there were no restrictions for businesses bidding for Trademark
keywords in the UK and Northern Ireland, so company brands are fair game bids
in Google AdWords.
Navigation
At the birth of the era of Web 2.0 in 2006 SIRC, the Social Issues Research
Centre were commissioned by Rackspace to provide a report on the factors
that make the Perfect Website. They conducted a national survey of 2500 people
in the UK, whilst the internet community were buzzing amidst the Web 2.0
era hype. So they came up with a formula for the 'Perfect Website.' A
poll distributed by YouGov asked "Which factors would be the most important
in your "ideal website." The most important factor identified
by 83% of people surveyed was "ease of navigation."
Loading Times
Akamai quoted a 2006 study by Jupiter Research (a Forrester Research Company)
which suggested one third of consumers will abandon a query after waiting
4 seconds for a web page to load. 75% of shoppers stated that they will be
unlikely to return to a website if they have a poor experience.
Call to action
Website copy needs to make it clear what it wants users to do using clear and
effective call to action phrases. The website owner may be clear what they
want users to do, but as users scan read pages is it reassuringly obvious
to them? Sign Up for your Free Newsletter! Buy now or Click Here to Buy Now!
Call Us Now! Download Here!
Use of space
In general terms the more important the information, the more prominent / higher
up the page it should be placed. Depending on the purpose of the website
this prime space can be used to convey USP's, top selling products
or convey the sites purpose to the user. Customers are looking for accessible
information about your products and services, so communicate this quickly,
before they leave to find a site that does it better.
Prime space is often wasted on websites with unimportant information. How much does you customer care if they are being welcomed to the website? Better to shout about your USP's, Free Delivery, Money back guarantee, UK's largest selection... and so on.
Conversion Incentives
Incentives can be used with call to actions to increase conversions. Sign up
now and receive a Free (subject related) E-book! Call Now to receive your
Free Bespoke Quote! Buy now and get 10% Discount, Limited 10 Day Offer! Buy
Now and Win (Product)! Adding a graphic of a product related incentive can
also increase conversions further.
Of course offers should be genuine, appropriate, highly relevant and useful
to the target user.
Top Influencing Website Factors
Enquiro conducted a B2B survey in 2007, using a sample of 1086 professionals.
The report included research into the top factors that influence purchasing
decisions. Effective presentation of product related information proved most
significant.
Overall results were delivered as follows, from most significant to least significant
in descending order:
- Clear and Easily Found Pricing
- Product Info
- Downloadable Info
- Comparisons
- Company's Approach To
- Tech Papers
- General Info About
- Case Studies
- Knowledge Bases
- Downloadable White Papers
- Multimedia Present
- Info about Company
- Online Chat Functions
- Webinars
- Podcasts7. Conclusion
The internet is increasingly providing opportunities for businesses and customers. In a difficult economic climate it seems that the opportunities online have only increased. Within this rapidly growing market place it is important for businesses to consider their online presence, what customers are looking for, and whether it can be found with reason to buy on their website. Increasing competition and consumer expectations means that visitors need to be treated well if they are to return, become a customer, and stay a customer. Why will your website visitors take the actions that will provide conversions, and come back for more? Effective web design and Internet Marketing strategy will deliver business USP's, products, services and conversions. Poor web design will simply drive customers away.
