The term conversion first brings to mind for most people is a purchase. However, a conversion occurs any time a visitor to your website takes an action you want him to take. This action could be downloading an eBook, filling out and submitting a form, signing up for emails, and so on. Often, a conversion occurs when a site visitor clicks on a call to action button or link on your site. Other conversions, such as purchases, are a bit more complicated and require a series of steps.
We talk about conversion rates and while most understand the general idea, how often do we look at the mathematical equation? A conversion rate is calculated by finding the percentage of people who convert after visiting a landing page. It is found by dividing the number of visitors who complete the conversion action by the total number of visitors (percentage = part/whole). In short, your conversion rate tells you how well your content is persuading site visitors to engage and go from visitors to customers.
As with most analytics, we also talk about how to optimize the conversion rate or how to get more visitors to your website to take the conversion action. Conversion rate optimization takes many forms and can be as simple as making a call to action button stand more noticeable or as involved as changing the entire layout of a landing page.
The best approach to conversion rate optimization is not to blindly make change after change in hopes of increasing the number of visitors who convert. The best approach is to utilize one of the many tools available to optimize your conversion. Some of the more well-known tools are Google Analytics, Kissmetrics, and CrazyEgg.
These tools help you to understand how people are getting to your site, their behaviors once they are there, and how best to engage with prospective customers based on those behaviors. They provide information on average time spent on a page and exit rates. Other tools like UserTesting.com will help you understand why visitors leave your site almost immediately after landing there (bounce rate).
It is important to do your research to understand the initial and ongoing cost of such tools (Google Analytics is free). It is also important to also ensure that the product you choose delivers the types of analytics that will help you understand not only the performance of your landing pages but also how to optimize them for better conversion rates and increased revenue.
Something that will come up, regardless of the tools you decide to use, is the method of A/B testing. If you heard of it but aren’t completely sure what it means, A/B testing is simply the process of comparing two different versions of something (version A and version B). This method of testing can be used to determine the most effective copy, the color of a call to action button, background images, and so on. By comparing the results of the two versions you gain a better understanding of the impact that various elements have on specific segments of your target audience.
To help in your efforts, we’ve put together a list of things to keep in mind for conversion rate optimization.
Optimize for conversions and revenue. Never lose sight of the bottom line.
Use a professional copywriter to assist with your landing page content. He or she can tap into more sophisticated ways to massage copy so it speaks more convincingly to your target audience.
Use strongly worded and persuasive calls to action. Offer multiple buttons throughout a landing page so a site visitor needn’t search for one once he has decided to take action.
Include on your landing page social proof like product reviews and customer testimonials.
See our article HERE for more on reviews and testimonials.
Use images and video to offer more engaging content. According to the Aberdeen Group, companies that integrate video into their content marketing see a 66% higher average website conversion rate.
Refresh your analytics every now and then to be sure they are providing the data you need to make informed decisions.
Be patient – it takes time for changes in your landing page to show results.
Keep the design of your landing page simple. Focus on one type of conversion on a given page. Remove any navigation elements to encourage people to stay on the page. Make the call to action the only clickable element. Keep the number of fields in your form to a minimum.
Reduce perceived risk. Offer a free trial or a money-back guarantee. Offer a guest check-out option so you don’t require someone to sign up to be able to complete a purchase. Help site visitors feel more secure by using trust badges.
Take advantage of people’s FOMO (fear of missing out) by creating a sense of urgency or scarcity. Use phrases like “only 7 left at this price” or “sale ends in 12 hours.”
Reward customer loyalty with special offers, discounts, and more.
Offer multiple payment options so consumers can use credit cards, PayPal or their preferred mobile wallet.
For more on ecommerce see our article:
Ecommerce Statistics for your Edification, Enrichment, and Enjoyment
You can’t follow someone else’s plan – your brand is unique and requires a unique approach. Every company’s conversion rate optimization strategy is going to be different because they each have a different target audience with a different set of needs and wants. There is no magical guideline to follow, simply sound practices you can try, test, and tweak until you find the best combination for your brand.
The experts at Strategy Driven Marketing understand the importance of using metrics to understand how a website is performing and also to help make changes that will improve the impact of the website content. Whether you want to focus on conversion rate optimization, learn more about A/B testing, or just need guidance on where to start, we can help. Contact us today to get started!