How to Increase Website Sales Without Increasing Website Visitors

Duncan Johnson, Yodelay Ltd

In this case study you will learn how a Gt Yarmouth based specialist Engineering Company SEA CON generated more online enquiries in three months than in the previous 12 months.

You will also learn how you can apply some of these tactics to your own website.

Website owners are often seduced by a mythical pot at the end of the rainbow - believing somehow that more visitors will equal more business. Which is not always the case.

By focusing on converting more of your existing visitors you can gain a mass of useful marketing information.

Some of the most important and vital work you can do on a website is to ask the following questions.

  • What is the website for?
  • Who is the website aimed at?
  • What action(s) do you want visitors to take on your website?

The actions could be :

  • Sign up to an email list
  • Download a .pdf of information
  • Purchase a service or product
  • Book a consultation and so forth

How can you be certain that you are getting the most conversions possible from visitors?

You need to decide early on what your action is.
Now you can develop a strategy to get visitors to take that action.

Next you can start to get answers to the question why does my website not convert more visitors?

  • Sketch out your conversion funnel
  • Take an overall view of your existing traffic
  • Identify the low engagement pages
  • Identify the pages where visitors leave the website
  • Identify pages with problematic user experience

Sketch out your conversion funnel

Once your are clear on the action you want visitors to your website to take, sketch out which pages they need to visit to complete the action.

There may be multiple paths to a completed action.

Take an overall view of your existing traffic

Use Google analytics or another service to understand which pages your visitors are landing on and how they are navigating through your website.

Identify low engagement pages / Identify Pages where visitors leave your website

Once you have the action funnel sketched out compare this to the actual data of what visitors are doing on your website.

This will help to identify problem and low engagement pages. These will be pages where you find large numbers of visitors leaving the site before taking the action you want.

Identify pages which have a poor user experience

This is an important step as it will identify the bottlenecks in the action process.
Objectively review pages where visitors need to perform a task to complete the action.
Could you refine the process on those pages and make the site easier for users?

For Gt Yarmouth based company SEACON (europe) Ltd we developed a strategy and tactics to deliver more information request form conversions from website visitors.

The website holds product information, however products can not be purchased directly from the website.

In order to generate ROI the website must stimulate visitors to contact the SEA CON office. This enquiry starts the sales process.

There are two aspects to the sales process

Physical where sales staff discuss options and deal directly with the customers  
Digital where the website leads the visitors in their online hunt for relevant product and project information. 

Before the physical sales process takes place the Digital process should have captured voluntarily from the visitor:

  • Important contact information
  • Details of their request and any questions
  • Which product or service they are interested in.

In turn this leads to the physical sales process and the a potential purchase of products or services.

This is why the request information form is so important to the SEA CON digital strategy – SEA CON is not an e-commerce website.

By completing an effective digital sales process, sales staff are equipped with an excellent level of detail which helps them to convince the enquirer that SEA CON is the best option to fulfil their business needs.

Strategy

Our overall strategy for SEA CON was to get more visitors to complete the information request form and provide the SEACON team with vital customer intelligence and opportunities to sell products and services.

Tactics

We had to overcome the following issues:

Design, the form was an overly long and complicated design and layout 
The form was not easily accessible across the site
Website visitors were not completing the form in great enough numbers 

Solutions

By redesigning the form we changed the user experience, making the form intuitive to use and requiring less time to complete.

Simple visualisation of the products helps visitors to quickly identify what product types they want to know more about.

By changing how the product options are presented on the form user time is saved .
This was a big change from the text heavy option which previously confronted visitors on the form.

Tracking data shows that to complete the form the time required has dropped from 1 min 50 secs on average to 1 min 18 secs.

The new graphical product selection form.

Access to the form has been greatly improved now all of the key product pages have direct access to the form via a large graphical link.

How the Request Information Graphic Looks on an actual SEA CON product page.

Each time a new visitor arrives at the website they are presented with a sliding advert which allows them to request information.

A tracking cookie means that visitors are not overexposed to the slider during each visit or for the following 30 days if they become repeat visitors.

Now more SEA CON visitors use the form which creates more sales leads and more business connections.

Results

More completed forms and leads in the first three months of 2012 than in the entire previous year.

Better quality of contact. We are gaining data all the time which helps us to refine the global digital marketing strategy for SEA CON.

 
Through tracking the visitors who complete the form we now know;

  • Which countries the requests for information are coming from. 
  • The search terms and keywords used by visitors who complete the form.

Why are these things important?

This information allows us to analyse which foreign language versions of the website are going to be most profitable.

We can optimise the search result positions in the local versions of these languages to help drive more qualified traffic to the website.

To help us create effective digital marketing campaigns on social media such as Linkedin. For the first time SEA CON has access to a new level of data about its clients and website visitors.

  • Company type 
  • Industry sectors  
  • Job titles & positions  
  • Intended product use

All of which can be used to inform further digital marketing activity targeting ever more closely the most profitable customers.

What to do next

Learn from the SEA Con example and objectively review how you intend to turn website visitors into customers.

Think about how you can refine and develop your own website processes so that the user experience is improved and conversions increase.

Remember the important questions to answer are

  • What is your website for  
  • Who is it aimed at  
  • What actions do you want visitors to take

In order to understand which pages are performing poorly on your website and which pages are causing problems for visitors you will need to have some form of analytics tracking to choose from.

If you use Google Analytics it is possible to set up goals which allow you track the journey of users between defined pages.

So in the case of SEA CON we could track the flow of visitors from the product pages to the contact form. Identifying at which points their engagement with the site drops and they leave without completing the action you want.

Optimising for conversions is about understanding visitor needs if you can build a visitor journey which supports this you can get more engaged visitors and as In the case of SEA CON convert a whole lot more.

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