For many businesses in Qatar, getting people to visit their website might be the easy part. The real challenge is getting those visitors to become someone who does something: enquiry, quotation, booking, or even purchase.
This is where Conversion Rate Optimisation (or CRO) comes in.
Websites might get plenty of visitors but if they don’t do anything with them then it is a wasted opportunity. By carrying out simple tweaks, businesses in Qatar can improve their websites so that the number of their website visitors who become leads or customers increases.
What is Conversion Rate Optimisation?
Conversion rate optimisation refers to increasing the number of visitors to a website who perform a desired action.
What that action is depends on the business; it could be filling in a contact form, ringing the business, requesting a quote, arranging a meeting, booking a service or purchasing a product.
The idea is that rather than trying to get more website visitors, you get more out of the people who visit your website.
Why CRO Matters for Qatar Businesses
There is competition for customers in the businesses in Qatar. A customer looking for a product or service might search online, visiting multiple websites, before they decide on who to purchase from. If a business’s website is difficult to understand and navigate then the customer is going to choose a competitor whose website is easier to use.
Improving the website to be clearer, easier to navigate and have the relevant information to help the customer to make a decision will give that business an advantage.
Turn More Website Visitors Into Leads
One of the main advantages conversion rate optimisation has for businesses is that it helps to get more leads.
Leads are potential customers; people who show an interest in a product or service that a business provides. Businesses in Qatar should already be getting visitors to their websites from other sources such as Google or social media, so if those websites do not have the right information for the visitor to want to contact the business then that is a missed opportunity to get a lead.
Having clear services pages, having the contact information in an easy place to find and having clear calls to action (CTAs) prompts the visitor to take the next step towards becoming a lead.
The process can be as simple as:
Visitor → Information → Trust → Interest → Action → Lead
With each of those steps giving the visitor a reason to continue.
Make Calls to Action Clear
Calls to Action are an important part of website conversion rate optimisation. A visitor should know what they need to do next without having to search around the website to find it. They need a reason to take action and a CTA can encourage them to do so.
Some CTAs examples might be:
• Request a Quote
• Contact Us
• Get Started
• Book a Consultation
• Call Now
• Send an Enquiry
The right CTA depends on what you want the visitor to do, but it should be clear without making the website look like an advertisement
Make Contact Forms Simple
Many businesses in Qatar use contact forms on their websites to generate leads, but complicated forms can put visitors off completing them. If a visitor fills in the form and then hits submit only for it to fail then that could be the end of that lead.
A business should only ask for information that is necessary (and sometimes even then it should be optional). A simple form with a name, phone number and enquiry might be sufficient for many businesses’ needs.
Also, the forms need to work well on mobiles too. If a person has trouble filling in the form or hits a pop up then that is as good as losing that potential customer.
Build Trust Before Asking for Action
Nobody is going to contact a business unless they trust them. A website can help a business to build trust with a potential customer by providing the information that reassures the customer that they are dealing with a genuine business. Businesses in Qatar can do this by including things like reviews, testimonials, case studies, previous projects, company information and professional photographs.
Trust is particularly important for businesses which provide high cost or unique products and services as the customer will be looking for reassurance that they are making the right decision.
Improve Website Navigation
Navigation on a website should be simple and intuitive. Important pages such as Services, About, Contact and Products should be easy to find without having to use the search function. If a customer cannot find the information they are looking for then they will go to a competitor who makes it easier.
A clear navigation bar will help the customer to move around the website and go to the page that they want.
Make the Website Mobile-friendly
Many people use their mobile phones to search for products and services online. Which is why a mobile friendly website is important. Not only should the website be readable on a smaller screen but the buttons and links should be big enough that they are not difficult to tap.
Failing to do so could result in a lost opportunity for a lead or customer as using a mobile to go to a website and fill in a form can be more trouble than it is worth.
Website Speed Can Affect Conversions
The speed and performance of a website can affect website conversions. Users are unlikely to wait for a slow website to load, so if the website is too slow then they will go to another site instead. Images, videos, scripts and plugins need to be optimised to keep the website responsive.
A faster website makes it easier and more pleasant for a visitor to explore a business’s services.
Website Service Pages Can Help with SEO and Conversions
If a business provides multiple services then it should have separate pages for each of them explaining what the service is, for whom it is suitable, how it works and what benefits it has. It is also helpful to separate the services into categories. This would help the website with Search Engine Optimisation (SEO), improving its ranking on Google, as customers searching for specific services would be more likely to land on the relevant pages. It also helps conversions as the customer can find exactly what they are looking for without having to search through the website.
Use Content to Answer Customer Questions
Content can improve a website both in terms of SEO and increasing conversions. Many potential customers will have questions before they contact a business, such as how a service works or how much it costs. Content can answer these questions. If a customer can find the answers to their questions on a website then it can help them to make the decision to contact the business.
Businesses in Qatar can use content to help to answer customer questions and to deal with some of the common objections that they face. The most useful content is content that is created for customers to read about the services that the business provides based on the questions that are asked.
CRO and SEO Can Work Together
SEO and CRO have different goals; SEO is about attracting the right customers to your website and CRO is about converting the customers that your website already has. It makes little sense to try to get more website visitors if those visitors are not interested in your product or service and are unlikely to convert.
A combination of SEO, content, website and CRO can work together to attract the right website visitors and to increase conversions.
Test Different Elements
Conversion rate optimisation does not involve making one change and assuming that it will make everything better forever. Businesses can test different aspects of their websites to see what works best for them. They could try out different CTAs, headings, page layouts, forms and images. By reviewing the results of tests, businesses can learn what their customers want.
Use Website Analytics to Understand Visitors
Websites analytics can help businesses to understand what their visitors are interested in and where they go on the website. Businesses can see which pages are the most popular, which pages lead to a contact or enquiry, and where visitors are dropping off. Rather than guesswork, website analytics can provide valuable insights into what to do to improve a website’s conversion rate.
Avoid Making the Website Too Complicated
Sometimes businesses try to do too much with their website. Pop ups, complicated navigation, excessive use of information and animations can confuse the visitor and put them off. A conversion focused website should be simple and not assume knowledge on the part of the visitors.
The visitor should be able to understand what the business does, why it is relevant for them, and have a reason to take the next step.
Keep Improving the Website
Conversion rate optimisation is not something that is done once and then ignored. As customers’ expectations change, as technology improves, as products and services change, websites need to be updated. Regular website reviews can help to find new areas for improvement.
Even little changes can have a significant effect on a website’s performance.
What Qatar Businesses Can Do to Get Started
Businesses might not need to redo their websites from scratch to improve their conversion rate. There are a number of quick and simple steps that they can take:
• Make sure that contact information is easy to find
• Add calls to action
• Simplify contact forms
• Improve mobile usability
• Check website speed
• Add testimonials and reviews
• Create service pages
• Improve website navigation
• Improve the content
• Review website analytics
By following these tips businesses can simplify the user experience and encourage more website visitors to take the next step.
Final Thoughts
Conversion rate optimisation can help businesses in Qatar to make more use of the people who visit their websites. A website that is not designed to increase conversions is wasted potential. By adding CTAs, simplifying forms, building trust, improving website usability on mobile and providing helpful content businesses can help to increase their leads and to get more potential customers. Ultimately, conversion rate optimisation increases your chances of converting a visitor into a customer.
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