Website conversion is crucial to all businesses with an online presence. The ultimate aim of your business website is to get your visitors to do what you want them to do, whether that’s buying your product or choosing your service over a competitor’s, which means successful conversion is the ultimate goal of your website.
Every site is different, of course, and the approach you take depends on the nature of your business and product. Whatever your business, the value of website conversion is universal. Whether you want your visitors to purchase products, sign up for regular newsletters, register for webinars, complete contact forms or participate in online surveys, your website needs to encourage your visitors to do so.
It is beneficial to all businesses to measure their conversion rate. This can be done by firstly determining your conversion point such as sales. Secondly, you will need to collect the relevant data from your website analytics program. This gives you a clear idea of traffic and leads. Thirdly, you follow the formula of number of leads/traffic x 100 = conversion rate. Alternatively, you can use a range of analytics tools to let you know your conversion rate.
There are several factors to consider if you want to improve your conversion rate. Make sure that your website clearly conveys what you want. If you want customers to call you, it is important to display your number where it can be seen and not at the bottom of the page in the corner. A three-tiered approach offers customers a chance to call, email or opt for a newsletter.
Ask your site visitors exactly what they want. Feedback and site surveys are invaluable as they are a quick and easy way of discovering the precise requirements of your customers and the ways you can make it easy for them to find what they are looking for. Research has shown that younger users are very comfortable with online feedback tools. Finally, it is advisable to assess your website fully and check to ensure there are no conversion rate obstacles in place such as insufficient contact and product information. The next step is to invest in traffic. When you put the right tracking tools in place you have every chance of significantly improving your website’s conversion rate over time. By monitoring and improving your conversion rate you can optimise your website and marketing strategies.