Tips for Conversion: Transforming Online Visitors Into Buyers

Posted on April 16th, 2021 by nms

In insurance web design, the goal of your website development process is twofold: to provide information to your visitors, and to help them take the next step by becoming customers. Web developers call this “conversion”, and it is a critical metric in creating success for your business. How can you maximize conversion by transforming your website’s visitors into buyers? In this guide, we will share conversion tips to increase revenue, improve online visibility, and inform your insurance web design strategy.

More Traffic, More Buyers? Not So Fast

One of the common misconceptions is that if you are able to drive more traffic to your website, you will see a corresponding increase in conversion rate. In other words, the more people who land on your website, the more likely you will develop a steady stream of buyers. While traffic increases often go hand in hand with better conversion rates, you may be missing out on the people who already visit your site. You may also be putting too much focus and too much expense into boosting traffic without getting a good return on your investment. How can you convince your regular site visitors to take the next step in the purchasing journey?

Optimizing the Conversion Funnel

Insurance web design is a set of steps designed to help your insurance business stand out in a competitive marketplace. These steps incorporate several strategies to attract new visitors, inform those visitors, and to provide them the details they need to make purchasing decisions. This is sometimes referred to as the conversion funnel, or the process by which visitors are transformed into buyers.

To optimize your conversion funnel, consider these four factors:

  1. Your target audience.
  2. The function and flow of your website.
  3. The message your site conveys to visitors.
  4. Visual and navigational impacts of your site.

Identifying your target audience is the first step in optimizing your conversion funnel. Who do you want to attract to your business, and why? Identifying your target audience allows you to focus your energies on insurance web design that resonates with visitors by anticipating their preferences and needs. Throughout the development process, consider how visitors will interact with your site. Then, provide them with the information and the tools they need to make the next step in the purchasing journey.

Your site’s function and flow are critical in terms of retaining visitors. If the site is too cluttered, too difficult to navigate, or does not function correctly across access devices, visitors are likely to leave the site in favor of your competitors. Insurance web design professionals seek to minimize the bounce rate, or the rate at which visitors navigate away from your site. If visitors bounce, you lose the opportunity to transform them into buyers. One of the best ways to ensure smooth function and flow is to test your site extensively with consumer groups. Ask them to navigate the site and to report on areas where they may hit bottlenecks or dead ends. Armed with that information, you can improve the site’s flow, helping visitors to stick around long enough to get the details they need for a purchase.

Messaging is a vital component of online visibility. Your site tells visitors who you are, what you stand for, and what you have to offer. To better create opportunities for conversion, your messaging must be consistent across all of your web properties, including your site as well as your social media profiles, newsletters, and email marketing campaigns. To help improve conversion, a valuable tip is to appeal to your visitor’s emotions by:

  • Demonstrating your authority or leadership in your insurance niche.
  • Showcasing your brand.
  • Indicating how your products and services address specific visitor needs.
  • Giving visitors a motive for taking the next purchasing step.

Finally, your site’s navigational structure and visual dynamics create powerful impressions among visitors. As an insurance web design principle, balancing the need to provide detailed information against making your site’s pages too cluttered or hard to navigate is a time-honored principle. Think of the visual aspects of your site – colors, fonts, and images – and work toward creating a stunning but professional look to the site. Now, consider how visitors may click from page to page. Sometimes, minimizing the number of choices can direct visitors to become more engaged with the site by removing distractions.

There is no one “right way” to transform site visitors into buyers in insurance web design. It is important to understand that your approach must remain flexible to meet the changing demands and preferences of your audience. Also, you must commit to rigorous testing and evaluation to determine which aspects of your site resonate with visitors and which areas may need improvement. With the above tips in mind and careful consideration of what your goals are in developing your site, you are better able to maximize the conversion rate by giving visitors just what they need to take the next step: becoming customers.

About Agency Tsunami

Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.