A conversion rate is a number that describes how many of your websites visitors actually take some kind of desired action when they visit your website,. It could be that you want them to purchase one of your products or it could simply be that they download a free eBook or sign up to your mailing list. Whatever your desired outcome is, it is important to remember that you can optimise your website to get the most people to do this.
There are a huge range of things that you can do to optimise your website in terms of a conversion rate but unfortunately, it is something that it often misunderstood. It is very much a process of testing, testing and more testing when it comes to conversion rate optimisation. Here are a few things that you should think about when it comes to the conversion rate of your webpages.
#1 – Set up funnels
When a visitor comes to your website, your goal is to funnel them down a particular path. Basically, you want them to see your page, click on a button that you have specified and then do what you want them to do. It is possible to set up funnels where you can analyse what your visitors do on your site from the point that they enter until the point that they leave.
The whole point of doing this is to try and figure out the points at which visitors decide to abandon the website or go down a different path to the one that would lead to a conversion. Once you have done this, it is easier to optimise your website when it comes to the conversion rate. There are a huge number of tools out there that you can use to help you with this including GOogle Analytics, Omniture and many others.
It might be the case that you rely on phone calls for conversions from your website, in which case, you need to be using something like AdInsight or Mongoose Metrics to track where these calls are coming from.
#2 – Use Analytics
In order to find out what you can improve, you should use analytics tools to see the problems that you have. You need to know exactly what is happening after a visitors lands on your website and why they aren’t converting. There is a lot of different things that you can look into here that can be causing issues. For example., what browsers are visitors using? Are they on mobile devices? What screen resolutions are the most popular? Is your website optimised for the target market?
There are a lot of different analytics tools out there that can help you with all of this including Google Analytics and more. However, there are a few great tools out there that cost a little bit of money but are great for the job. These including things like ClickTale which analyses how users fill out forms on your website and even CrazyEgg, which analyses click density.
There are many other analytics programs out there so it is worth looking around if you are looking to optimise your conversion rate.
#3 – Analyse things in the offline world
This might seem like a bit of a strange one but it needs to be mentioned as it is often neglected. The conversion rate of your website can sometimes depend on really world conditions. For example, if you are relying on visitors calling your company on a phone, then you might want to check that all of the phone numbers on your website are accurate. As well as this, you might want to check that the email system you have set up works well for conversions and that you aren’t missing them.
When it comes to the site however, you can use the offline world to help you. You might want to find real people (perhaps those that work for your company) and listen to their input. Tell them to use the site and ask them what problems they see when they are on it. They might tell you that things just aren’t clear and that they are unsure where to click. They might say that they don’t have enough information about the product/service. These opinions are valuable as they are the opinions of real world visitors.
If you want to dig even deeper, you might consider putting a customer service number of the site and seeing what happens. If you get a lot of calls, you will get customers telling you the problems that they have faced and you will then be able to act upon them. Of course, this can be costly.
#4 – Test
A/B spit testing is paramount for any website looking to convert visitors into customers. By implementing this kind of testing, you will be able to try different versions of your website side-by-side to see which convert the best. There might be a bit of a cost involved in actually doing this, but often, if it leads to more sales or conversions, this cost can be well worth the money.
Again, you can also ask real world people to tell you what they think of different WebPages and which they consider to be better. Each time you implement a new change, you need to test it before you go ahead with implementing it full time. A/B testing is a great way to do this.
So, in conclusion, there are a lot of things that you can do to increase conversion rates and it is important to stay clear of the most commonly suggested things such as big arrows, big writing, spammy content and so forth. Creating a good conversion page is about none of those things, it is about giving the visitor what they want and funnelling them to where you want them to go.