The Basics of Website Conversions: What You Need to Know

The other day, as I cozied up with a cup of tea and scrolled through the internet, I stumbled upon a cute outfit that made me think about website conversions in a whole new light. Just like how influencers curate their content to spark engagement and drive action, the same principles apply when it comes to turning website visitors into loyal customers. It’s fascinating how the art of persuasion, whether through a captivating post or a well-designed website, hinges on knowing what your audience wants and guiding them toward that sweet spot of taking action.

Much like the way a great influencer knows their audience's desires, understanding conversions is all about creating a seamless experience that resonates with users. By leveraging different types of conversions whether it’s a purchase, a newsletter sign-up, or a booking, brands can create meaningful interactions that keep visitors coming back for more. So, what exactly does that mean? Basically, a conversion is when a visitor takes the action you want them to take on your site. Let’s break down how different types of websites do this and how you can adapt your web strategy for success!

First we have retail eCommerce sites. If you’re running one, your main goal is to get people to buy your stuff, I hope. But there’s more you can do to really spice things up and add more touch points across your website. You also want them to create accounts, sign up for emails, or maybe even go for recurring revenue. Shopify is an excellent platform that empowers retail businesses to provide all of this to their visitors and customers seamlessly.

A great example of this is Ritual, thoughtfully formulated, high-quality daily supplements with a focus on transparency and essential nutrients. On their website, after a few seconds, a pop-up email form appears offering 20% off someone’s first order. Once you land on a specific product page, you have the option to do a one-time purchase and subscribe and save 10% and receive your monthly bottle of daily multivitamins. These extra steps help keep customers engaged and coming back.

Next are lead generation websites. Their job is to collect leads, like getting people to fill out a form or give you a call. But you also want to get those visitors to join your email list. The huge dating app Bumble, their website is an excellent example for these types of websites. The dating app has a lead generation website that not only promotes its platform but also provides content and resources on relationships and dating, encouraging users to sign up for more than just the app. On Bumble’s homepage, they have a decent size QR code that takes you to download the app on the Apple App Store. It’s all about making connections!

Search engines focus on getting people to make bookings, like for hotels or services. They also want users to click on ads or sign up for newsletters to stay in touch. For instance, when you type in “best hotels in Miami,” on Google, the search results not only provide a list of options but also highlight sites with the most enticing deals, user reviews, engaging content that can influence your decision-making process, and the website that paid for the display ad.

Then we have media sites. For these, the main goal is to get people to engage by having them check out pages and watch videos. You want them to create accounts and interact with your content too. Think about YouTube. When you go on the site, it shows you videos that match your interests, making it super easy to get sucked into watching one video after another. YouTube uses smart technology to see what you like to watch, and then it suggests similar videos just for you. This keeps you engaged longer as you explore content that feels like it was made just for you.

YouTube isn’t just about watching one video. Ideally, they want you to sign up, follow channels, leave comments, and share what you like with your friends. This kind of interaction helps build a community where users feel connected and more involved, making the whole experience even better.

Now, let’s talk about social media. The big goal here is to get users to create an account on the platform. Social media platforms like Facebook and Instagram focus on getting people to interact with posts. They want users to like, comment, and share what they see. Facebook encourages you to join groups and chat with friends, making it easy to connect. On the other hand, Instagram is all about cool pictures and videos, pushing you to like and comment on your favorite content. Both platforms use smart algorithms to show you posts that match your interests, keeping you engaged and connected to your favorite brands and people. The main goal is to create a fun community where everyone feels excited to share and interact with others!

For affiliate marketing, the main goal is to get clicks on affiliate links. It’s about making connections that lead to sales. There are two companies that excel in affiliate marketing in my eyes. The first being Amazon. Their affiliate program rewards content creators that recommend specific products to their audience members by raking in a small commission percentage but for content creators with bigger followings these small payouts compound. Especially with their Amazon Storefront feature where creators can create curated lists of items they love. Similarly, a fashion affiliate app that combines the social aspect of Instagram with online shopping called LikeToKnow.It. Their platform has larger commission payouts because their platform syncs with major retailers all over the world.

Finally, marketplaces are all about posting items for sale or making purchases. You want to create an easy experience for both buyers and sellers and entice them to create an account. As a marketer, one of my favorite online marketplaces is Creative Market. Creative Market is an online marketplace that connects designers, artists, and creators with high-quality design assets. It offers a vast selection of products, including graphics, templates, fonts, and photography, all created by independent creators.

So, whether you’re running your own site or hiring someone to build your website, understanding these different conversions is super important. It’s not just about making a sale; it’s about building a community that keeps coming back!

If you’re ready to boost your website conversions, let’s chat! Your ideal customers are out there, and we can help you attract them! Click here to get in touch with us.

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