Do you need help converting website visitors into investors?
Our mission is to empower public companies by understanding investors. Part of our Investor Conversion Optimization process is the Engage stage. This stage starts with improving your investor facing material to help turn a potentially interested investor into a researcher. When the potential investor is researching your company, they will visit your website. Having your website setup for conversion will help move the researcher from the engage stage to the convince stage where they become a committed shareholder. Here are five tips to help convert your website visitors into investors.
1. Easy Navigation
- The attention span of a human is less than a goldfish. Generally speaking, visitors want what they want when they want it without having to dig for it. To help your visitors find the content they are looking for, make it easy for the visitor to navigate through your website.
- “Visitors expect to find horizontal navigation across the top or vertical navigation down the left side. Putting your navigation in standard places makes your site easier to use. That means a lower bounce rate, more pages per visit and higher conversions.”
2. Place Call-to-Action Above the Fold
- Call-to-action (CTA) buttons are the buttons you use in your website and on your landing pages to guide users towards your goal conversion. It’s the part of the landing page that the user needs to click in order to take the action you want them to take.
- This should stand out among any other buttons on your page. To help make this button stand out, use whitespace effectively in your design so that it draws the eye into the CTA.
- It is important to test out different CTAs to see what ones perform better than others to increase your conversion rate. Some examples of CTAs are:
- Sign up to receive updates on our press
- Download our investor presentation
- Set up a one on one meeting
- What happens after your user clicks the Call to Action button? Make sure the entire process flows smoothly and they know exactly what to expect.
3. Relevant and Valuable Content
- Search engines rank websites higher that have relevant and valuable content for the user. Google’s end goal is to deliver the best solution to searchers in the fewest clicks. As the search engines crawl the web, they are searching for content that delivers value and matches end users’ expectations. In fact, content is among Google’s top three ranking factors — so it plays a central role in successful SEO strategies. If the content on your website provides information the visitor is looking for, they will stay on the website longer and you will have a higher chance of the visitor sharing the content.
- Check out Google’s quality content guidelines for exactly what they are looking for in relevant and high-quality content.
- Most important, you don’t want to deceive your visitors. Give them exactly what they are looking for so you don’t upset them. If they are putting in a search query for “how to make an upside-down pineapple cake” make sure to provide them with useful instruction for an upside-down pineapple cake and not a red velvet cheesecake or they may never come back to your site again or worse, start badmouthing you.
4. Clear Value Proposition
- A value proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. According to Neil Patel, he tested value propositions on KISSmetrics and Crazy Egg, and found that good ones helped boost their conversion rate by over 10%.
- Here are 5 basic elements of a value proposition:
- Big headline
- Present a bulleted list of benefits
- Include a testimonial (optional)
- Show a video
- Biogen Idec (NASDAQ: BIIB) is a biotechnology leader that discovers, develops and delivers to patients worldwide innovative therapies for the treatment of neurodegenerative diseases, hemophilia, and autoimmune disorders. Their website has a great example of a value proposition.
5. Mobile Friendly Website
- Nearly 60% of searches are done on mobile devices. If you are not sure if your website is mobile-friendly, you can use the Google Mobile-friendly Test to check.
- In the USA, 94% of people with smartphones search for local information on their phones. Interestingly, 77% of mobile searches occur at home or at work, places where desktop computers are likely to be present.
- Having a mobile-friendly site will also increase the chances of having your website show up in search results.
- Users are always looking for a good website experience, whether it be on a desktop or on mobile. If you do not have a mobile-friendly site, and a mobile user is searching for a business like yours, they are most likely going to choose your competitor who does have a mobile-friendly site and forget all about you.
While there are hundreds of tips available for converting website visitors into investors, these five tips will help you get started. Give us a call if you would like us to put together a free investor conversion assessment to help you get the most out of your website! 585.290.1255