Most Important Factors Affecting Site Conversion Rates.
To date, specialists in the development and promotion of sites highlight a number of factors affecting the conversion of the site. Creating a site taking into account such factors will help to obtain an effective tool for the business that will work to bring real benefits to the company.
The main factor affecting the conversion of sites today is the presence of a quality value proposition (in Western practice – value proposition). It determines how potential customers will be interested in the site page: will they study the information presented on the page in more detail or will they close it a few seconds after entering.
From the value proposition to the site visitor it should be clear what kind of product or service is being sold on a particular page, what benefits can be obtained from using the product or service, and why it is necessary to order a product/service on this particular site. If such conditions are not met, the value proposition does not work.
is another leading factor affecting site conversion. If a visitor gets to a page of a site that does not meet the query entered by him in the search engine, then even if he has a good value proposition, he is unlikely to linger on it for a more detailed study of the information. After all, such a visitor was looking for something completely different.
can be put in the third place among the main factors influencing the conversion: the page on which potential customers of the company fall should give an idea why right now you need to use the offer. At the same time, it is possible to demonstrate to visitors the importance of making a purchase/order decision as quickly as possible. For example, in online stores for this purpose, the validity of product offers is limited in time or indicate that the number of units of a product is limited.
If the relevance, clarity, and urgency of an offer on a site increases conversion, then a factor such as distraction, on the contrary, reduces it: if something prevents the potential customer from filling out the order form or adding products to the basket, then it’s most likely just closes the site and finds a similar offer from competitors of the company.
Another down-conversion factor is anxiety. This factor acts when the visitor doubts the decision to make a purchase or order: if there is something on the site that causes alarm and distrust, then this can finally push away the potential customer. In the case of online stores, anxiety factors may include, in particular, inaccessible contact details, lack of clear information about the terms of payment and delivery, and lack of guarantees.
To increase conversion, both the design and the content of the site must be developed so that the influence of all the positive factors listed is enhanced, and the negative ones are minimized. And in this matter, without the help of a professional web Company, you just can’t do it: owning complex methods of creating and promoting websites, specialists of such a studio will be able to offer the best solution for each specific case.
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