April 1, 2011
So, what is conversion optimisation?
Put simply, conversion optimisation is a critical element that should be incorporated into any high level SEO strategy. It is the process of converting the traffic you have spent your hard earned cash on into positive user actions. Sometimes, this process is also referred to as Conversion Rate Optimisation (CRO).
Currently, the industry average conversion rate for any website is 2.9%, or 2.9 people converting (inquiring, purchasing, signing up, downloading etc) for every 100 website visitors. However, is this really enough? In the competitive online world, if you have managed to get a potential client to your website, I bet you sure as hell want to convert them! If you haven’t got the necessary conversion elements within your site, a visitor may head back to Google and commit the ultimate crime – convert at one of your competitors websites!
Little things like enquiry forms, clear site navigation, intuitive check out systems, ‘desired action’ sign posting and comprehensive remarketing campaigns can all work to increase your overall website conversion rates considerably.
If the right conversion elements aren’t in place, a website visitor won’t look around to find where they can act, they will simply leave your website.
As Steve Krug so elegantly stated, you should never make your user think!
So to move forward with your website’s conversion optimisation, ask yourself:
- Are you aware of how many people are visiting your website each day or month?
- Do you know your current conversion rate?
- Do you have Google Analytics setup on your website?
- Are you happy with the amount of conversions you receive from your website?
- Is each website page encouraging a viewer to contact you?
If you frantically screamed ‘NO’ for any of these questions, you might just need to implement few simple changes that could help you plug that hole in your bucket!
So here’s some tips..
- Use Google Analytics!
Head to Google Analytics and sign up. Google Analytics provides you with an analytical dashboard where you can view endless stats on your website’s performance, including the golden conversion rate and site visitors. Best of all, it’s free!
- Ensure that each page on your website has a purpose.
Is your website designed to inform? Or, is it to persuade or sell? Whatever it is, you need to sell your business’s services and get your point across in a convincing way. Encourage viewers to take action through enquiring or purchasing by including call to actions around your products and services like ‘Enquire Now for a Free Consultation’ etc.
- Insert an Enquire Now link or an Enquiry Form on all of your pages.
This will make it easier for website visitors to enquire. The trick with increasing your conversion rate is to not provide a barrier to enquire. Make it as easy as possible for a visitor to enquire, otherwise, they will simply leave!
- Show credibility.
Make sure your website accurately represents your business in terms of trust. If you are a reputable company with lots of experience and successful clients, make sure you show this through relevant web design and copy.
- Make sure you’re targeting the right audience.
Double check your SEO work. Are you targeting relevant keywords? Sometimes, purely getting more web traffic isn’t the best strategy. Make sure that you are targeting and ranking for relevant keywords that are aligned with your business and what you are trying to achieve. For example, if you sell boats, don’t optimise for the keyword ‘Boats’. Optimise for keywords around your area like ‘Boats Brisbane’ or ‘Boat Supplier Brisbane’. You have much more chance of ranking for more targeted keywords, and you will be attracting a more relevant audience.
- Analyse your Google Analytics!
Constantly monitor your analytical data. This will allow you to identify trends based around website traffic. You might realise that certain pages convert more than others and some pages might have higher bounce rates. Use this data to constantly tweak your website and ensure it is up to date and working best for you.
That’s my two cents for this week. Let me know of any conversion difficulties your website is experiencing and I can provide you with some customised advice!