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How to make sure your website converts!

Daniel Birch - Thursday, March 10, 2016

How to make sure your website converts!

What does that mean I hear you ask? Well it means that your website does what it is supposed to do. Depending on what kind of website you have will depend on what that conversion is. 

For example if you are selling a product, then a successful conversion would mean a visitor to your website buys that product! Simple.

We are going to give you some key differences that converting websites have and some helpful tips and tricks to help you improve your usability or UX (User Experience) on your website. 

Why Do I Need A Website?

First off you need to understand why you have a website? Sounds obvious right? Well you would be surprised how many clients Web Rhino have worked with that built a website just because they thought they needed one! 

“Everyones got a website so I know we need one!’

‘If I don’t have a website then people don’t take me seriously, so I got one’

‘I don’t need to upgrade my website, it just sits there and I am not even sure anyone visits it’

Your website can be the most important tool to help your customers get what they need. It can also be the biggest waste of money ever if not used properly and under utilised. 

Be The Customer

To understand why you need a website you need to look at your business and identify it’s customers! If you know your customers then you can put yourself in their shoes and ask yourself, what am I doing on this website?, why am I here? and what do I need from it?

Your customers are generally in two groups:

1.) Those who already know your brand and product and are ready to buy

2.) Those who are new to the website and want to browse and learn more.

So lets say your business is called Crazy Skates! and your main objective is to have every child under the age of 14 in a pair of Crazy skates as they are so awesome!

So as a 13 year old child who is new to your website - I am on the website to look at the cool pictures of Skates, I also want to know what different styles you have and how much each style is. I want to know why Crazy skates are different from normal skates, so I need to learn more about them. Also can I buy them from here, if not then where and is there contact info for a shop?

This already gives us some key areas:

Product images and information

Buy now option and or shopping cart

Contact information

So we know that buy now needs to be very easy to access and it needs to be tied to the product. Clear navigation of your products with easy buying options will make the customer happy. If they can’t find what they want then they can easily contact you to ask more questions.

You then need to think about how your customer may want to look for products. Searching by name is no good if he/she does not know the product names. It would make more sense for a skate company to have filters for:



Shoe size

Male / Female

inline / 4 wheel

You can see here on the Nike and Eastbay websites, they both use large product images with a call to action. The call to action being shop now, or find a store as the nike shoes are not available online. Same with adidas, large product picture with shop now, and discover more. 

Call to Action

So that brings us onto the final section of ‘How To Make Sure Your Website Converts’, call to actions. A call to action is exactly what is sounds like, an instruction guiding the user to take an action. It is vital that your home page has a call to action.  

By definition, in marketing, a call-to-action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as “call now,” “find out more,” or “visit a store today.”

So by knowing your customer and what mind set they are in, you should be able to work out a clear top priority call to action. We can use Webrhino.co.nz as an example. 

For us we sell branding, websites and digital marketing, so the important key things for our customers to have access to are:

1.) information on what services we offer and how we offer them

2.) examples of our work

3.) Trust - information about our company and it’s background, blog posts etc - anything that shows us to be an expert in our field.

3.) Price of services

4.) Ability to contact us and ask any questions

Again you need to keep in mind the 2 types of customer we talked about before:

1.) Those who already know your brand and product and are ready to buy

2.) Those who are new to the website and want to browse and learn more.

The CTA could be different for each type, so you need to take both into account. From a business point of view what is our most important action for the customer to take. It would be to contact us, either via an enquiry form, contact form or to phone us. We can then make contact with the potential customer and help them with any doubts they may have and be able to offer our services tailored to their specific needs. For type 1 customer the most important CTA would be to learn more about what we do, so that is why we have a 2nd CTA on the home directing customers to our work.

Here you can see we have a CTA with an enquiry button and a phone number. Also as you navigate down the page the top bar follows you with the CTA  prompting you to phone or use the contact form. This is how we make sure our web page converts!

Other CTA’s you can use may be, Download, Subscribe, Add to Cart, Share Now, Buy Now, Free Trial. We hope that you now have enough information to go away and create a home page that converts! Tune in next week for more information about user behaviour and converting websites. If you do need help with a new or existing website then jump over to Webrhino.co.nz and get in touch.

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