Earlier this week I published a blog post explaining my own personal revelation, about 10 years ago, that changed my business and multiplied my income. That revelation was that there are websites out there making thousands of dollars off of less than 100 visitors a day while others are making next to nothing off of hundreds of thousands of visitors.
In it I stated that there are three primary differences between these two different groups of sites that make up the gap in income:
- Niche Selection
- Conversion Optimization
We covered numbers one and two in that blog post. If you missed it, click here now to read it. Today I want to discuss number three, conversion optimization!
While it is true that good niche selection and monetization are the foundation of a profitable site, optimizing a site for optimal conversions is often times overlooked in favor of attempting to drive more traffic to the site.
Let me give you the example of a site audit I did a while back for a client of ours. This client offered a 1-on-1 personal coaching service. Her primary objective was to get phone calls. However, when I landed on her site her phone number was almost unnoticeable. I had to look hard to find it.
SHE is the product. Her knowledge and expertise is what people are paying for. But the only thing on her homepage about HER was a little block of text in the footer with a small image of her.
So, she is the product and receiving a phone all is the objective. Yet, she wasn’t getting phone calls despite some traffic. There was very little info about her on the homepage and her phone number was not noticeable at all.
This may seem obvious, but you may be shocked at how many sites I see on a regular basis that have similar problems.
What is the objective of your site?
If you could force every visitor to do something, what would it be? Your answer to that question should mold the structure of your site. If it is to call you, put a big “CALL ME NOW AT 1-555-555-5555” call to action in the most prominent spot, above the fold, of your pages. That call to action should smack the user in the face.
Do you want people to click your Adsense ads? Put a big Adsense unit directly below every post title, in the middle of your article and at the end of it. You may also want to consider using Adsense LinkAds in the menu area at the top of your site, which does look a little spammy, but can significantly increase conversions.
If your main objective is to build a list, show them a big popup a few seconds after the site loads, or, send the traffic to a squeeze page (basically a short “sales page” with nothing to sell… just an opt-in form rather than a buy button). Then add a static opt-in form in a prominent spot on the site as well.
These are only a few examples, but the point is to consider the objective and act on it, then test different locations, formats, calls to action, etc.
Another thing that can significantly increase or reduce conversions, which I think is also overlooked by many, is page speed! If your site takes 3+ seconds to load, you’re missing out. People WILL click back if it takes more than a couple seconds (I do it ALL the time).
It’s a fast paced world and people are busy. If you’re using WordPress install a good caching plugin like WP Super Cache. Do everything you can to make your site load faster. It REALLY does make a difference.
It took me a long time before it finally smacked me in the face that for many niches mobile users have outnumbered desktop users. That means you must LOOK at your mobile site and optimize it.
When your site is loaded on a smart phone (look at more than just YOUR phone using something like MobileTest.me) what do you see? Check individual posts/pages and the homepage. If your main objective is ad clicks, are ads showing? Are they displaying correctly? Are they viewable immediately without having to scroll? Is there a bunch of wasted white space above the fold that is pushing the content down?
If your site isn’t optimized for mobile, you’re seriously losing conversions in this day and age.
How targeted is your site content to your traffic?
The more targeted the better! How you do this will vary depending on your traffic source and means of attracting the traffic, but the more targeted the traffic, the better. If you can’t optimize the quality of the flow of traffic, you could optimize the actual landing page(s) to be as targeted to the traffic you receive as possible.
This may seem about as basic as it gets, but believe me, ALL KINDS of internet marketers ignore it and just focus on more traffic.
Choose a profitable niche, monetize it correctly, build a nice looking site with good content, get these four things right and you’ll be well on your way to making more money with less traffic!
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To Your Success,