The Customer Acquisition Cost equation includes the cost of attracting visitors to your website. You attract customers by investing in advertising, marketing, emails, direct mails, promotions, and incentives. But attracting is only half the story. The goal is to convert a website visit into a purchase or lead, and that happens when visitors have a smooth, friendly website experience. Three ways to improve conversions are Speed, Design and Security.
Improve site speed
Visitors want website pages to load quickly. They will abandon a site if it takes too long. The graphic below shows how slow load times result in lost customers:
If page loading times change from 1 second to 3 seconds, bounce rates on mobile sites increase 32%. (Google)
Want to improve your SEO ranking? Google takes page load time into account in their search engine ranking algorithm SERP. Aim for a 2 second load time for your business website. Fast loading sites are viewed as more professional and credible than slow sites.
How do you improve site speed?
- Be sure website caching is enabled. Caching speeds up page loading because it stores the data used to load all the many elements of the website page, and can load them all at once rather than having to load each one separately.
- Limit the number of images to be loaded on the page. Large images take longer to load. Videos or animations also take longer. Be especially aware of images on mobile sites, which can be slow to load and cause visitors to leave the site.
- Switch to a faster host. Crowded hosts can slow load times or cause downtimes. Your website designer can help choose the best host for your business site.
Keys To Website Design
The design of your website pages plays a critical role in converting your visitors. You can drive all the traffic in the world but if no one converts, it’s all been a waste of your effort and your money.
- The landing page gives visitors their first impression of your business. Clean design with simple fonts, uncluttered images, concise content and a visually appealing call to action button tells the customer what to expect.
- Assign a single, clear message for each page. The home page tells visitors what you do, and invites them to view product pages using call to action buttons. Take care to include clear, concise descriptions on product pages. Break long content into bite sized pieces.
- For your mobile site, crisp design is especially important. Visitors look for simple menus, easy scrolling and clear messaging. Resist the urge to fill the screen with images or content, it will seem cluttered. Simple, easy-to-see buttons are user friendly.
- Include an easy to fine link to contact the business for more information or customer support.
- For ecommerce sites, keep product descriptions short and complete. Don’t overcrowd the page. The goal here is the Add to Cart button so make it the easiest element to find on the page.
- Consider adding “social proof” information. This can include customers feedback, ratings, testimonials or suggested uses for products. Customers want to know if a product has been proven effective.
Website Security Steps
Customers need to know their information is safe before they hit the “place order” button. Security features such as these will help:
- Update website software when available. Old software is vulnerable to attacks.
- HTTPS – The S is for secure. Your web designer will help get you a SSL certificate, which allows you to get the HTTPS designation. The SSL certificate enables an encrypted connection when a web browser accesses your website, supplying another level of security for online transactions.
- Install anti-malware software to protect against attacks, and update it regularly.
- If you accept comments on your site, change your site’s settings to enable manual approval of comments. You can view them and remove unwanted comments before they are published. Some comments are trolls, and some contain links to malicious sites, which can pose security threats.
Visitors make split second decisions about whether to stay on a site, and information needs to be visible quickly, aesthetically pleasing and as secure as possible. These steps will help draw visitors into your website and engage them. Your Customer Acquisition Cost will improve, and so will your revenues.
Need help to build the most successful website for your business? Contact us to to get started.