We see so many businesses focusing solely on bringing new customers to their websites… spending big on digital advertising, sales drives and social media campaigns.
But the number of people visiting your website isn’t the only important factor – what really matters is what they do when they get there.
We talked to one of Brilliant Digital’s marketing gurus, Elena Davey, about conversion rate optimisation – the simple and effective way to boost your business.
Simply put, a website’s conversion rate is the percentage of website visitors who perform a desired action.
“A conversion rate isn’t necessarily about purchasing a product,” Elena says.
“It could be anything from signing up for a service or subscribing to a newsletter. Or even just filling out a form.”
The conversion rate is calculated by dividing the number of ‘conversions’ by the number of visitors to your website, then multiplying by 100 to get the percentage.
For example, if you have 100 visitors to your website each day and 25 of those visitors perform your desired action, your conversion rate is 25%.
Conversion rate optimisation is about boosting the number and quality of the visitors who ‘convert’ by enhancing your digital brand strategy, your website and your content.
Following the conversion rate optimisation process will not only boost the number of quality leads, but it will reduce costs and increase your business value.
“There are so many ways to boost your conversion rate,” says Elena.
“Having a well-designed and informative website is the most important thing, because nobody wants to go searching through a website just to make a purchase or find the information they’re looking for.
But there are other tricks you can use to really up the ante.”
“One of the best ways to analyse the conversion actions on your website is to put yourself in your customers’ shoes,” Elena says.
Visiting your own website as a ‘customer’ and conducting an audit of the user experience can help you see what works well… and where there is room for improvement.
Is the sign up button for your email list easy to find? Is the lead form simple to understand? Is there an annoying pop-up that’s making it difficult for customers to enter all their information into the text box?
Getting into the nitty gritty of user experience is so important as there is always room for improvement.
“Experiencing what a customer experiences and looking for simple improvements can really help to boost your conversion rate,” Elena says.
A really simple yet overlooked aspect of conversion rate optimisation is seeking feedback from your customers.
“So many people seem to forget that the most valuable source of information about conversion rates is at their fingertips… their customers,” Elena says.
This can be as simple as conducting a poll on your website, requesting feedback from users on their experience, or conducting interviews.
If you’re looking to get into the technical side of conversion rate optimisation and really delve into the stats, Google Analytics is a great resource.
This free resource allows you to see how users engage with your website, with tools such as the ‘Goals’ function, ‘Bounce Rate’ metrics and extensive reporting capabilities providing detailed information about where customers are dropping off in your sales process.
Our team of digital marketing experts have been taking care of our clients’ digital assets for years, so they know a thing or two about conversion rate optimisation.
Get in touch with our team to learn how we can provide a custom, comprehensive CRO analysis for your website.
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