A lot of business owners and startups rush to get their website online without really consider what its purpose really is. Even if it’s an ecommerce store, the objectives might not be as clear as you imagine. There are four main objectives that need to work in tandem to make the site truly effective. Let’s explore what they are and how you achieve them.
The brand is one of the most important assets that any company, product, and service can have. Your website is the definition of your brand, as far as the online world goes. It should mirror or inform your real-world branding as much as possible. For that reason, you need to keep it as consistent as possible. Putting together a visual style guide, as shown at Canva, is one of the most effective ways to do that. You can boil down the visual elements that define the logo, the products, and any other branding material you have, then reuse and adapt those elements in the site.
To successfully fulfil any of its goals, a website needs traffic. To get traffic, it needs to be visible. Of course, the quality of traffic is just as important as the quantity. That’s why search engine optimization, practiced by teams like COFORGE Marketing, can be essential. The aim of SEO is to not only help your site gain more priority and visibility in search engines like Google. It’s to ensure that it’s gaining visibility specifically for those online wanderers who are most likely to be interested in your brand, services, and products and who will use the search terms most relevant to you. You don’t want any old traffic, you want traffic that will help you fulfil your other goals.
Prime among those goals is turning visitors of the website into customers. SEO plays a huge role in that by getting the right people in through the front door, so to speak. Conversion rate optimization, as shown by Conversion XL, picks up the ball from there. By ensuring that your website is designed to be as intuitive and convenient to use as possible, you can remove the barriers that stop your potential customers from leaving before they get where you want them to get. Shopping cart abandonment is a serious issue for all ecommerce stores and online businesses. CRO is about minimizing that as much as possible.
A good website and online presence help you beyond that first sale. It can help you turn customers into fans who will keep coming back again and again. Besides loyalty schemes, the best way to do that is to produce unique content so they have more reason to visit your site once they’re done. Studies have shown again and again that repeat customers are a lot cheaper to convince than new ones.
You may have some objectives that go beyond those outlined. If you know them and can identify them, that’s a good thing. It’s all about having aims to meet and progress to measure so you can know whether your site is really doing you any good or not.
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