Are you getting the traffic you desire to your mortgage websites and experiencing a low conversion rate? There are several reasons why this may be happening, most are relatively easy to fix. In a recent study about the most effective lead generation tactics. 74% of the respondents claimed they were increasing their budgets towards website optimization.
Some specific ways to help improve conversions on your site are:
Know how people read online
With so much information available people cannot spend time reading entire pages of content to find what they were looking for. If a person comes to a web page that is not set up appropriately they will leave the page to seek places that appear more fruitful. Jacob Nielsen, web usability guru, calls this information foraging.
By observing eye movements in test subject’s researchers have found that we tend to read in a scanning fashion, according to Slate Magazine. This employs an “F” shaped pattern. Your clients read a heading, scan down the paragraph and then read the next heading.
Here is what you can do to up grade your mortgage websites readability:
Readers have also developed shorter attention spans. If your site is not easy to navigate readers lose interest fast. To test the usability of your site have friends and family use your site while you watch. You can also use Usertesting.com. If they struggle to navigate successfully you know there needs to be some changes made. After you make a change re-test to ensure you are getting the right outcome.
Some ideas that may help:
Strengthen your credibility People today are hesitant to give out their personal information on mortgage websites. This is due to identity theft, spam and junk mail. Your company needs to feel trust worthy to the client for them to take the next steps and thus increasing your conversion rate.
Some things you may want to consider:
A huge step in creating the conversion rate you desire is to ensure the traffic attracted to your site is made up of the right people.
Take the traffic that you have worked so hard to gain and make it start working. These steps are small and simple and will help get the results you want.
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