Usability Consultancy, Website Reviews, Website Optimisation

It takes more than a great website and great SEO to make your website a success...

[click the play button above to hear the audio version of this article]

There are some fantastic website development companies who design brilliant websites. The websites they design look fantastic, they've got all the bells and whistles - designed by absolutely amazingly creative people.

 

There are also some brilliant search engine optimisation experts out there who can do a fantastic job of promoting your website.

 

But there is so much more to having a successful website.

In addition to the nice design and a very thorough Search Engine Optimisation strategy, your website must

 

1. Contain the right information, relevant information interesting information.
2. Be easy to use. Have a great navigational structure, making it easy for your visitors to find the information they want without trawling through page after page after page.
3. It must include a call to action. A clear, simple, straightforward call to action on every single page of your website.
4. The contents must be customer focused.
   
   • It is not about you - it is about your customers.
   • It is about the needs of your customers.
   • It is about the mindset of your customers.
   • It is about satisfying an emotional desire to own or use your products.
   • It must be written to satisfy all of the emotional connections that your potential customer will have.
     
   • Until you fulfil every one of those connections. You won't make the sale.

So think big! Think way beyond having a nice flashy website that is well promoted.

 

You can have success on the Internet, but until you tick every single one of the boxes, which is all of the above and more,

• making it so easy for people to find your website with the search engine optimisation,
• making it easy for people to use your website with simple structure and straightforward design,
• making it enjoyable using your website with information that is relevant, interesting and up-to-date,
• helping them find your contact details as straightforward as bang bang bang.
• a website that does not make users think, does not make them think 'oh, my gosh, what do I do next, where am I expected to click, is this a link, is that a link',
• answering all of their questions,
• ticking all the boxes that each of your potential customers have on their check-list before they decide to become a customer of yours.

Your website has to do so many things and it only has a few seconds to do it!

 

The reason I set up my business was to help companies small and large. Tick all of the boxes.

 

The amount of times I speak to potential clients, and they say something like "no thanks, we've already got a website, we've already got a guy promoting it. So I'm really happy we get about 10,000 hits a month and we get about 300 sales a month." But that's only a conversion rate of 3%. So I explain to these customers or potential customers, if you had a shop and you have 10,000 people come through the front door of your shop on a monthly basis and you only make 300 sales - how happy would you be? And obviously they would not be very happy. Would you?

You Must Optimise Your Website For A High Conversion Rate

 

Other clients that I work with have a new mindset whereby they expect at least 25% conversion (conversion being any desired action, including an emailed enquiry, telephone call, subscription or a sale). Anything less than 25% means a lot of untargetted website traffic or a lot of potential customers heading for the competition.

 

So, here's a business that has a website, getting 10,000 hits a month and making 300 sales, whereas I would rather have a website that got a thousand hits a month and made 300 sales. The success of your website cannot be based on quantity of visitors, it has to be about the targetting of your visitors and the quality of your website.

• Bring in the targeted visitors.
• Give them all the answers that they want.
• Give them every reason to tick all of their emotional connection boxes and
• Give them an easy route to take action to become your next customer.

 

Ticking every single box, as we discussed above, will help to get your return on investment sky-high and take your coversion rate up to an acceptable, profitable level.

 

When You See An Increase in Conversions - Then You See Profit.

 

I appreciate that 25% is possibly a little bit hard to reach for within the first year or two of a website, but 2 or 3% is absolutely abysmal. However, so many website owners settle for such a small conversion rate.

 

Imagine though, if your website ticked all the boxes, if it satisfied every emotional desire and every need, answered every single question in a nice easy, straightforward, user-friendly environment, how much you could then expect from your online sales team. But don't stop there, imagine an increase of a few percent? Once you've reached 25%, the cost of going even further is so small in comparison to the investment you've already made... How much profit can you make if you increased your sales by 10% at no additional cost?

Conversion Rates Are Not Increased By Search Engine Optimisation

 

So unless you go the whole hog, unless you are going to fully optimise your website, you can do all the fancy design you want, you can do all the search engine optimisation you want but you will still be languishing in the lower leagues with regards to actual conversion rate.

 

Use every strategy that is available to you. Use every technique, every customer focused element that you possibly can to make every targeted visitor want to buy from you.

 

That is what Koss UK is all about. Not just the design or  search engine optimisation, but getting you new customers, increasing your sales and having a massive impact on your profits, because, ultimately, Koss UK succeeds when your profits increase.