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What Makes a Website Convert? 5 Traits of a High Performing Site

By ZioSolutions

In today's world of marketing, driving traffic and converting leads is more challenging than it has ever been.

Marketing analysts, sales professionals, solo entrepreneurs and all other professionals involved in the world of website-based business have had to adopt more innovative and effective measures to optimize their conversion rates.

Though there are certainly many ways to create a website that performs well, savvy professionals understand that some ways are simply more effective than others.

Here a 5 common traits of a high performing website:

Clear Purpose

Glasses Making Things Clear

In addition to all of the qualities that they have in common, there is one thing that just about every high-performing website lacks and that's ambiguity.

When it comes to both Google Analytics and the average visitor, what separates high-performing websites from the under performers is the fact that their purpose is immediately and clearly communicated upon reaching the home page or landing page.

Every single aspect of the pages that make up a high-converting website will immediately tell anyone who is browsing it exactly what they're all about.

Not only is a clear purpose essential for getting the point across to the viewer, but it also earns significant points with Google's crawling algorithm.

The more concretely that the search engine can immediately establish the purpose of a website based on how it's tags, images and URLs have been optimized, the better of a chance that the website will have at obtaining a high search engine ranking for specific queries.

Sale Funnel Integration

A high-performing website not only has a generous amount of high-quality content but also has content that is specially designed to appeal to a visitor who is at a certain stage of their buyer's journey.

While many beginners in e-commerce tend to interpret online sales as beginning with seeing an ad and ending with a conversion, the truth is that the sale begins long before the consumer even thinks about the product that any website has to offer.

Before any consumer decides that they are willing to spend money on a website, they will generally always begin with an extended search for information.

Once they have gotten the information that they need in regards to the pain points they're suffering from, they will be ready to start considering their options and whether or not certain websites can suit their needs better than others.

A high-converting website takes the particular stage of a target buyer in mind and has its pages optimized to help them transition from one part of the journey to the next; this is what is called the sales funnel.

Every single element of the website will essentially lead to the next step or stage in the buyer's journey and move visitors through the sales funnel. Taking them from the initial searching of information to closing into a new client or customer.

Speedy Loading

Man Waiting for Download

Another trait of a great website is fast load speeds. Hi-converting and slow-loading are nearly impossible to use to describe the same website in a market where immediacy is not only expected, but downright required to have a chance at retaining anybody's attention.

Unless a website has the ability to grab a visitor's interest as soon as they click, they are extremely likely to redirect their interest somewhere else before even giving it a chance.

Even if the website has exactly what the target buyers looking for, having a delay for as long as even three seconds can be enough to cripple the website's chance at actually retaining any visitors that it gets.

To optimize loading time, high-performing websites will usually have plug-ins in place that squash the images, clear the cache and generally perform any other operations that lighten the data load of the website while preserving its quality.

Lost Lead Retention Solutions

Even when all of the right pieces are in the right places, there are times when it's possible for a target prospect to leave the website without actually creating a conversion.

While some inexperienced website owners may take the loss of perfectly qualified prospects, others will have implemented solutions in place to follow up on the chance that a prospect who was likely to buy but left can still convert.

In order to recapture lost leads, there are a number of plug-ins and applications that send a follow-up email to anyone who visited the website, began the process of moving through the sales funnel, but ultimately dropped off at one point or another.

Some plug-ins operate by sending out a specially worded email to remind visitors of items that were put into their cart but never checked out.

In many cases, savvy owners of high-performing websites will have a Facebook pixel installed that logs the information of visitors to the site so they can be re targeted through interest based advertising.

Providing Free Value

The paid product itself, shouldn't be the only thing of value that the visitor receives by the time the transaction has been finalized.

High-performing websites are generally able to perform well because the paid value that they provide is preceded by free, zero-risk value.

This is typically done by having a call-to-action to lead visitors to input their contact information in exchange for something valuable such as an eBook or checklist.

Once the visitor has provided their email and received their value offer, they can then be enlisted in an email list where they will interact with the business on an on going basis potentially closing on a product or service offer down the road.

By focusing on helping the target buyer persona more than just selling to them, you increase trust and build loyalty that can result in future repeat purchases.

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I hope you found this information beneficial and feel free to comment down below any thoughts or questions you may have

Topics: Converting Leads, Inbound Marketing