Your website is one of the most powerful digital marketing tools for your business. It is the gateway to your company, introducing your brand, products, services and team. Often it is the first point of contact someone has with your company and we all know first impressions count!
Conversions are the actions that you want your online visitors to take when they visit your site.
Types of conversions:
- Making a phone call
- Visiting a particular webpage within your site
- Downloading product or service information
- Completing a contact form
- Making a purchase
- Signing up to an email database
- Creating an account with login and password
- Sharing information with a friend
So why does conversion matter to your business?
Conversions are important as they contribute to the bottom line. When a website is not converting highly enough it’s time to take stock and figure out how to improve performance. A healthy website will convert at 1% or higher depending on industry, your offer and what action you want your visitor to take. A 1% conversion rate means that for every 100 visitors, 1 of them takes action. A good e-commerce website should convert visitors to sales at a rate of 4% or more. Imagine if your website is converting at 0.5% and that contributes $250,000 in revenue to your business. By simply working on actions that double conversion to 1% you double your revenue without having to spend money sending additional traffic to your site. We have worked with clients whereby conversion has doubled or even tripled by simply following simple and proven conversion techniques
How are conversions measured?
A conversion rate is measured by taking the total number of conversions (actions) and dividing it by the total number of visitors to your site.
If you don’t have access to your conversion data you should install Google Analytics which is a free software program. When you have Google Analytics set up correctly you can measure and report on the conversions which will then set a benchmark for performance improvements.
Quite simply the higher the conversion rate the better your site is performing and making the most of your existing web traffic. As digital marketers we will often review website data to ensure that conversions are at an acceptable level as there’s no sense spending money sending traffic to a website if it’s not converting in the first place.
The goal of conversion rate optimisation is to ensure your website converts as highly as possible using analytical insights and user feedback to make help guide improvements. A well planned conversion rate optimisation strategy will consider a multitude of factors, all of which help improve performance.
Top 3 influencers on conversion and tips to improve your results
Does your webpage have a strong and clear Call to Action that is easy to find?
This could be as simple as a Call Now on 0800 Number, or complete this Contact Form and we’ll call you right back.
Tip #1: Evidence suggests that even adding friendly wording such as Any Questions Call Now on 0800 Number can positively impact conversion as does ‘We respect your privacy’ for contact forms.
Are your graphics professionally designed to support your brand and offer?
Good photography can really help build credibility and trust.
Tip #2: Using people in photography can also create strong engagement with your website and offer, after all people buy from people. If budgets are tight either scale back the brief for your photographer (shoot at their studio) or use stock images from an image library (e.g. www.istock.com)
Is your site easy to use from a user’s perspective?
Can your website visitors easily search your website and find what they are looking for in just a few clicks? Have you got strong funnels or promotions on your homepage to drive visitors to the part of your website that will meet your conversion targets? If you are running an ecommerce site, is it easy to find and add products, and then complete the checkout process? Persuasive, well written content with easy navigation to key parts of your website is as important as strong visual graphics and calls to action.
Tip #3: Ask your friends or colleagues to visit your site and provide feedback on the usability and overall experience. Avoid family members who may give you positive but not unbiased feedback!
Talk to Onmark if you would like professional assistance in improving your conversion rate or setting up a custom Google Analytics account. Our digital insights will provide information about your visitor behavior combined with usability expertise and knowledge of conversion optimisation to improve your bottom line.
Call 04 803 3255 for a free chat about your website conversion objectives.
The author Stephen Beath is an award winning online marketing expert and founder of online marketing agency Onmark. You can email [email protected] or find him on LinkedIn.