May 30, 2012 14:00 by EAOM
Many website owners take a lot of care to ensure that their website is attractive and eye catching. First impressions count, and any visitor to a site will form an unconscious impression at first glance, so it makes sense for the site owners to ensure that their visitors' first impressions of the site are positive, and that the site is engaging enough to keep them there, and not instinctively reach for the 'back' button.
When it comes to commercial sites, however, having visitors to the site is all very well, but what's important is to convert as many of those visitors to customers as possible. Websites can be designed to not only look attractive, but also to maximise the visitors' chances of performing any 'calls to action' that the site requires. This is known as CRO or conversion rate optmisiation. For any given number of visitors, a certain percentage can be expected to perform further actions on the site, which may include making a purchase, joining as a member, or even clicking on an advertisement linked to a different site. What CRO does is significantly increase the percentage of visitors who will engage with the site and perform the actions that the site owners are hoping for.
Ways to achieve this are by designing the website in such a way that the visitor feels comfortable. The site navigation has to be as simple and intuitive as possible, and the potential customer must be given every opportunity and encouragement to follow any 'calls to action' at all times. The content has to appear authoritative, and the visitor should be made to feel that this particular site is safe, trustworthy, and that the services or products offered are genuine, of high quality, and well worth having.
A website that has employed CRO techniques as part of its overall design will be more successful commercially than one offering a similar service, but that hasn't taken seriously the distinct advantages offered by conversion rate optmisiation. It's no surprise that online marketing agency sites, or digital marketing agency sites, as they're alternatively known, have emerged to offer CRO services to any commercial websites that wish to increase their commercial potential and achieve greater success. The best of these agencies can make a significant difference to any website's commercial potential.