How to convert website visitors into customers?

Ok, now since you have managed to get traffic to your website, the question which comes to your mind is, how can I convert these visitors into customers?

One needs to analyze the following points and see how far you rank in following them.

• The source of getting traffic: You need to analyze your website statistics and know how these visitors are reaching your website. Are you running banner exchange campaign on some portal or is your website getting ranked for some of your product/ service name? Traffic coming from Search Engines is generally more targeted than other methods. This would basically give you an idea, on how targeted the visitors are.
  
  
• Look & Feel, navigation & accessibility: Look and f eel, navigation and accessibility are all important factors, which can retain the visitor to the website. Dull colors, heavy images, errors in pages can put off a visitor within fraction of seconds. Since there are no standards in a design, but keeping the navigation simpler and pages free from any technical errors would need to be kept in mind.

Content:

Content is the KEY here. It's a normal tendency to open multiple websites simultaneously from the top listings thrown by Search Engines results. Also, note that these initial seconds on the website are the determining factors, if the user would stay on the site for long. Hence, the information offered would be directly tallied with the same of other websites. The more focused & interesting your information is, the more is the probability of retaining him. Infact, it would be lot more beneficial, if the main keywords, products services are made prominent by putting them in a different color or highlighting them by making bold or underlined. This works as an assuring factor for a visitors who's reached the website, that he's reached the correct webpage and he would get all the information, which he's looking for.

Capturing Mechanisms:

Offer content, information, prizes, discounts, give away, which would tempt the user in leaving his details behind. For example, an IT company can offer whitepapers, case studies, books, articles which can have a form for users to fill. This information can be then forwarded to respective marketing heads for taking appropriate action. Make the most use of an "AUTORESPONDER". This is such a wonderful tool provided, which can intimate the user of the information forwarded to him & remind him again when you need to. These autoresponder sent can also have a nice sales copy and means of contacting the right people from your company for an immediate solution.

Tracking & Analyzing forms:

It's always recommended to keep a track of all marketing activities which is done online. If the data collected from Feedback Forms & Enquiry forms are forwarded to you via email only. It's best that, you pass on the information to some database too. This database can reside locally or on online server. This would help you to understand the trend in traffic. You can sort & list details according to the products, which were requested, the user's demography and so on. Based on the data collected, you can then build marketing plans,

While developing a website, the team should remember that there's a long way from the page which a visitor enters a website, to the page where the enquiry form is. The path could be from the entry page to more of your services/ products, then to details about the company, then the clientele and credentials and then to the form.

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