4 Ways You Can Improve Your Website’s Clickthrough Rate
You’re not alone. A lot of businesses struggle to get the traffic they want for their website. Of course, more traffic is good, but what really matters is having the right people visit your page and take action.
What can you do?
Your business’s website should serve as a home base for all of your efforts — whether you’re driving people there from social media or other platforms. Here are four crucial steps to improving your site’s clickthrough rate:
Understand your audience and what drives them
You can do this by conducting a survey, and asking your audience what they would like to see on your site. You should also ask them what they liked and didn’t like about other websites they have visited in the past. If you have time, you could even conduct some focus groups to find out more about your audience.
Once you know who your target market is, it is important that you keep that information in mind when writing content for them. After all, if someone’s goal was to buy a new car but ended up buying something else after visiting one of your pages, then your goal has failed because you didn’t meet their expectations or needs when it came down to making their purchase decision.
Optimize your content for search engines
Optimizing your content for search engines is an easy way to boost your clickthrough rate. When you optimize your content, you’re taking into account what people are looking for when they visit a website. This means using keywords in titles and headlines, using unique descriptions for each page on your site, and making sure that users can easily find the information that they need by creating pages with clear navigation.
Make sure your website is mobile-friendly
Mobile users are the majority of internet users, so it’s essential that your site look good on a smartphone or tablet.
Here’s what it means for a website to be “mobile-friendly:”
- Use a responsive design. A responsive website automatically adjusts its layout depending on the size of the screen being used to view it—whether it’s an iPhone 6+, iPad Air 2+, or another device. Responsive designs also resize images so they look good no matter what size they are on the screen.
- Make sure your text isn’t too small or hard to read in any way.
- Ensure that all navigational elements are easy enough to tap, click or swipe through using fingers rather than mouse clicks
Improve your branding on social media
Your website is the first impression for a lot of people. Social media is an extension of your brand, so make sure all your interactions are consistent with the look and feel of your website.
Make sure you have a clear call to action that’s easy to find on each channel. For example, if you want people to sign up for your newsletter on Facebook, put that button somewhere prominent on every post, and don’t hide it under three other buttons or links in the sidebar.
Also, make sure you have a clear value proposition: what makes your company different from its competitors? If potential customers can figure out why they should do business with you instead of one of your competitors, they are more likely to convert into sales leads (i.e., email addresses).
Ultimately, your website’s click-through rate is driven by the quality of your content. So if you want to maximize what people are doing when they arrive at your website, then spend more time creating great content that will make them want to stay on it longer.