Getting people to do what they want on your website is the goal of every owner.
The actual action itself with vary between websites. It could be filling out a form to get a lead, buying a product or whatever is going to potentially make you money.
This is why getting conversions is important. We’re going to show you:
• What a conversion actually is
• What we mean by optimizing your conversion rate
• Why doing this is important
• Some tips for conversion optimization
Let’s start off with the basics first – what is a conversion?
What is a conversion?
A conversion is simple – it is basically someone carrying out the desired action on your website.
Let’s look at an example. Say I own a website that sells affiliate products. I run a blog and put up reviews of these products and also run ad campaigns so people find my content easier.
When someone goes to my website, reads my affiliate review of a product and then clicks on the affiliate link and buys that product, I get a commission. This means that the action I wanted that person to take was to make and purchase and they did just that – this means they are a conversion from a marketing perspective.
If they didn’t convert and make a purchase then I need to look at why and this is where the optimization part comes in.
What is conversion rate optimization?
Your conversion rate is how many people did the thing you wanted them to do divided by the amount of traffic that your site receives.
If you are getting a low conversion rate then you need to optimise your content and website to increase it. There is no golden rule as such for a conversion rate as it depends on many factors although the global average is between 1% and 3%.
Optimizing your website so people carry out an action sooner is vital. It can be a redesign, creating better content, making the purchasing process quicker or whatever is going to get people to convert better than they are at the minute.
Why is it important?
There are several reasons why increasing your conversion rate is significant for your business.
#1 Higher Return on Investment (ROI)
The higher conversion rate you have then the better ROI you are going to have as well. Running a business, even an online business, will have cost associated with it. After your hosting and website design is sorted you’ll need to pay for ads or spend time creating content.
A low conversion rate means the money you get back compared to the money and time you’ve put in will be low and the higher your conversion rate is then the more profitable your venture is going to be overall.
#2 You’ll learn more about your customers
By carrying out the optimization tips that we are going to list below you’ll learn more about your customers and what makes them ‘tick’.
This means you’ll find out what they like and how you can optimize your website to fit their needs. By learning what your customers want from a website you’ll get them into the sales funnel quicker. It can also be used for acquisition as well so you can optimize your ad copy and work outside of your website to get more targeted traffic and people interested in your content.
#3 It’ll create a better user experience
The better your conversion rate is the better your website is and this all contributes to overall enhanced user experience.
This can have several positive impacts. One is that you get more sales or conversions and the seconds is that people will engage more with your website and in turn tell others about how good it is. Even with ads and the other forms of digital marketing that we all use, sometimes the best way to get customers is by word of mouth and happy purchasers telling others about your business.
Conversion optimization tips
To finish off we’re going to show you two methods of optimizing your conversion rates.
This involves using things such as Google Analytics and other tools to find out how people are engaging with your website and where they are coming from. With this method, you can find out:
• What webpages they land on
• How long they spend there and what they do
• How they were referred to your website
• What devices they use
• Their demographics, interests and location
And much more. All of this can help you find out what type of customers converts well and what ones don’t so you can optimize your website accordingly.
Data can only tell you so much and sometimes you need to actually ask the people who come to your website.
With things such as satisfaction surveys, user testing of your website and other methods you can get real, qualitative analysis of how your site performs. Run this alongside the quantitative analytics above and you should get a much better understanding of what is working well and how to improve your conversion rates.
Your conversion rate is important
Your website and business rely on conversions. This is what makes you money.
With a low conversion rate, you could be missing out on a big number of potential customers.
By taking some steps to identify what your conversion rate is and work towards improving it with some optimization methods you may be able to increase your sales and grow your business too.