If you want to see success from your online marketing strategy and achieve your goals, the most important factor you need to focus on is web conversion. It means getting your visitors do you what you want them to do, whether that is buying a product, signing up to your newsletter/ mailing list, or contacting you via email, phone, contact form etc. There’s no point having an online business if you aren’t giving yourself the best opportunity to make sales.
The first thing you need to determine is what you consider to be the conversion point. In the case of an eCommerce site, it will be the visitor making one or more purchases and paying. For a business that provides a physical service (like a photographer or carpet cleaner) their conversion point will be their visitors filling out the contact form, enquiring via email or giving them a call. This sets up a conversation between the business and the consumer and leaves it up to the business owner to make a sale to an interested and potential customer. Another term for this is lead generation, which is the generation of consumer interest into products or services.
Once you know your conversion point you can use a website analytics program like Google Analytics to gather leads and traffic data. One you have this data you can apply a simple formula to find your conversion rate:
“(leads collected/ total traffic) x100= conversion rate”
Most established businesses will know their conversion point and use some particular method to find their conversion rate. Once they have that magic number, they can work on constantly improving it and will in turn grow as a business. Here are some tips for optimising your website and improving your conversion rate:
- Make your call-to-action obvious by making it stand out on your website. If you want your customers to fill out a contact form make that as easy as possible by keeping the form short and giving it a prominent position on the Home and/or Contact page.
- Monitor how visitors are navigating your site and rearrange it accordingly. A program like Google Analytics not only tracks the number of visitors but also (among many other things) monitors how they flow through your site. That is, what landing page they enter from and what path they take to their exit point (ideally the conversion point). If a significant number of your visitors need to navigate through several pages to get to where they want to go, make it easier for them by making that journey from entry to conversion as quick and simple as possible.
- Ask your visitors what they want and act accordingly. Customer feedback is the most valuable asset you can have when looking at optimising your website to get the best rate of conversion.
Of course, it doesn’t matter how professional and easy-to-navigate your site is if it’s not getting any traffic. These are some marketing avenues you can go down to get more traffic to your site:
- Social Media (free)
- Blog and Content Marketing
- Email Marketing
- PPC Search
- Social Media (Paid Advertising)
- Traditional Marketing (TV, Print, Out of Home)
A lot of the points covered in this article are specialties of SEO Premier. We are able to market your site using Search Engine Optimisation and Paid Search (Google AdWords) as well as optimise your website to give you the best chance of improving your conversion rate. We also monitor your site’s Google Analytics and give detailed monthly reports that tell you everything you need to know about your website and its’ traffic flow.
If you want to find out more about web conversion and take the guess work out of onsite optimisation, please contact firstname.lastname@example.org or fill in the contact form and we can arrange a consultation.