Conversion Optimisation
What will you do when your site fails to convert as expected? After months of developing, improving, and promoting a website, this may come as a blow to your business. But all is lost. There are strategies that can turn the tide in your favor. Conversion Optimisation is the key. All experts will agree that a large amount of random traffic is almost worthless if it doesn't convert.
The goal should be to attract the right kind of customers through accurate targeting. We'll give you a run-through about what conversion optimisation is below.
What is Conversion?
In internet marketing, conversion rate is a metric defined as the percentage of web visitors who takes action to fulfill the purpose of your website. Activities include newsletter registration, online enquiry, sales, referring a sales lead, downloading content, or viewing a targeted page. Most conversion processes have a number of steps. At each stage, the visitor can either proceed or abandon your website. Success lies in how well your website satisfied their needs and motivates them to complete the "conversion process".
Conversion Analysis
Conversion optimisation covers a lot more than simply identifying and measuring conversion activities. A thorough analysis of the following is also required:
- Where Visitors Arrived From
- Keywords Used
- Pages Visited
- What Pages Were Entered and Exited From
- New or Return Visitors
There are many other metrics that can be included on this list. The measurements depend on what you want the site to achieve.
How Conversion is achieved
After implementing a thorough analysis of the website, a clearer picture of visitor behaviours becomes apparent. It can help you build a profile of the type of searchers your website attracts, who it converts, and the distinctions between those who are converting and those who aren't. Some of the common reasons why visitors are not converting are outlined here:
Poor Navigation - user-friendliness is an important factor in achieving conversion optimisation. Visitors can be frustrated if the conversion page is difficult to find on your website. They won't stay long if this is the case.
Poor Form Design - website visitors are easily turned off by poor form design. If you're asking them to complete a form to download a free whitepaper or make a purchase, ensure that the form is functional and easy to understand.
Incorrect Targeting - in most cases, poor conversion rate is the direct result of incorrect targeting. If you are attracting people who want free services, for example, one way to take advantage of this situation is to offer free services. Otherwise, it is important to change your keywords and strategy to get the people who want to pay.
As you can see, simple steps can go a long way in increasing your conversion rate. Let SEO Consultancy help you identity rooms for improvement and enable you to achieve conversion optimisation.
