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March 08 2016


Improving Small-Business Website Conversion Results

Pretty much every small business owner today will recognize the need to commission and maintain a website that is capable of drawing positive attention online. A site that attracts visitors and informs them as to what a company has to offer can be worth its weight in gold, producing new customers for many years to come. On the other hand, many sites never repay the money invested in them, languishing unnoticed thereafter or simply not being appealing enough to get visitors to act. There are some good ways of avoiding this fate, though, and the best Web Development firms will make a point of informing their clients as to what can be done.

Allen Baler

One of these is simply to look at things, from the very beginning, from the perspective of someone who is not yet a customer. A surprising number of websites fall flat when viewed in this way, with fundamental failings often becoming quite clear. Many restaurant Web Solutions Specialists, for example, do a very poor job of putting front and center the information that most visitors will generally be interested in. A website that makes it difficult to figure out where a particular establishment is located, when it is open, or what it serves, for example, is one that will inevitably cause visitors to turn away in search of other, more accommodating options.

Making sure that the most important information is easily accessible should therefore be a high priority. While relatively simple steps of this kind can often pay off, it is also possible to go further in this direction, too. Many Web Development specialists who work regularly with business clients will employ a technique known as A/B testing that can be used to measure the effectiveness of various page designs.

Using this approach, a couple of different web pages will be served to visitors at random, and the results of each will be recorded. A page that results in visitors spending more time looking at it or clicking on links can generally be regarded as more successful than others. By narrowing down the options in this way and using the insights gained to focus in on the particular on-page elements that prove to be most effective, pages that convert visitors into customers at especially high rates can be developed. In the end, most work of this kind boils down to common sense and the determination to make sure that a website will actually serve the purpose for which it is designed.

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