As a digital marketing consultant, there are six basic questions I ask myself when viewing a website for the first time.
In this blog post, I will list six of those questions … which may ultimately help you organically improve your website traffic and conversions.
1. Does the website pass the 5 second blink test?
One of the biggest barriers to producing higher conversion rates is clutter and confusion … they create user friction and customer objections.
The theory behind the 5 second blink test is simple. Show your homepage (or any page of your website) to a person who’s never seen it for 5 seconds.
After 5 seconds, ask them what do they remember and what does your company do. If they can’t answer your questions, then your website has a clutter and confusion problem.
Essentially, when a person visits your website for the first time … you have 5 seconds to captivate them before they blink. After the blink, they either continue to learn more about your products/services or they lose interest and eventually leave your website.
If you improve your website’s user experience and eliminate clutter, then it will organically improve your website traffic and conversions.
2. Is the website responsive?
This is a yes or no question … but it runs deeper in relation to improving your website traffic and conversions.
As you know, nowadays people use smart phones and tablets to view websites just as much as they use desktop computers. Therefore, your digital marketing plan should include conversion rate optimization on handheld devices.
Optimize and track your website’s performance on all devices and formulate plans accordingly. If so, it will produce more website traffic and higher conversions.
3. Is the website customer-centric?
Most B2B and B2C websites fail at online customer service. They merely have a “contact us” page with a form and maybe a phone number. On the contrary, websites that have a robust customer service section have higher conversions and traffic.
Why? I’m glad you asked … because it builds consumer confidence and trust.
If you want to organically improve your website traffic and conversions, then you should build a robust customer service section for your website. At the minimum … you should consider adding live chat, FAQs, direct email addresses, support videos, trust logos, and even consider creating social media customer support pages.
4. Does the website collect visitor feedback?
Voice-of-the-Customer surveys are priceless. Customer and website visitor feedback is the holy grail of conversion rate optimization. It’s like having a cheat sheet.
As business owners and employees, we often times see our website everyday. We become immune to the user experience, functionality, messaging, creative elements, etc. When you survey your visitors and customers, they give you feedback that would of taking you months to realize.
If you want to organically improve your website traffic and conversions, then you should start surveying your visitors and customers today.
5. Are the website meta tags properly written?
This is SEO 101 … but the question cannot be overstated.
Search engines like Google give you bonus points for well-written, relevant, keyword-centric, and conversational meta titles and descriptions.
What’s more … people click on well-written, relevant, keyword-centric, and conversational titles and descriptions in the search results.
If you want to organically improve your website traffic and conversions, then you should take writing your SEO meta titles and descriptions for every page of your website seriously.
6. Is the website user interface modern?
When I use to own a popular eCommerce website, we use to conduct quarterly site upgrades.
The purpose was to minimize bulky code, simplify user functionality, modernize the user interface, and upgrade anything that would improve overall site performance.
For us, this was an excellent practice because it enabled our website to always be ahead of our online competitors, who were just conducting business as usual throughout the year.
If you want to organically improve your website traffic and conversions, then carve out a week per quarter to minimize, simplify, modernize and upgrade your website.