What Is Conversion Rate Optimisation?
The conversion rate of your website, or a particular page of your website, is the rate at which site visitors convert into potential customers (whether a purchase, a download, a subscription or a phone call).
With the specific objective of improving conversion rates in mind, website owners develop specially targeted landing pages (usually synced to PPC campaigns) with the intention of converting a portion of these landing page visitors into paying customers.
How Does Conversion Rate Optimisation work?
The process of conversion rate optimisation essentially involves finding out why existing site visitors don’t convert into customers and addressing why they don’t convert. It is not the process of attracting more visitors.
There are countless companies who guarantee huge conversion rates and promise the perfect landing page. This is a myth. There is no perfect landing page. If there was a perfect landing page, the conversion rate would be 100% and there is no website anywhere in the world that continuously converts customers at 100%. That IS a guarantee!
Conversion rate optimisation is very much a personalised practice specific to whatever website it is being applied to.
Successful Conversion Rate Optimisation
Success in terms of conversion rate optimisation is best measured in terms of trends rather than specific metrics. What trends work for your industry? The trends are contingent on numerous factors such as price, competition, location, buyer behaviour, nature of the product and other factors.
It is important not to assume that there are standard conversion rates which can apply to any industry or business. Your objective should be to discover your conversion rate and improve upon it continuously whilst consistently recording relevant data.
When planning to improve on the conversion rate of your website you should consider all available customer data, online and offline. Any customer surveys you carry out or any industry trends you are aware of should be integrated into how you optimise landing pages.
Regularly updating your website with real and relevant information can draw customers to you. For example, fuel price fluctuations and ongoing local road works can make consumers less eager to get on the road to shop – so if you offer FREE deliveries, seize on the external factors by highlighting them in your content, tell your customers how you can save them time and money but remember to take a fresh approach again when the road works are over and fuel prices stabilise as that information has become irrelevant.
This example is not relevant to every company but it does prove that the problem with web page conversion rates isn’t always the website.
My Conversion Rate is already high – why risk playing with it?
There is a school of thought whereby if it ain’t broken don’t fix it – if you are converting at 15% and feel all is good then why make changes to your web pages? 15% is a great conversion rate but how can you be so sure your competitors are not converting in excess of 20%?
Long-term success in conversion rate optimisation relies on constant tweaking, testing and refining of your approach. You can never know your customer’s behavioural trends well enough and you know your competitors are always trying to get ahead, so standing still is not a wise approach.
Once you have tweaked and tested over a prolonged period (6-12 months) look back over the available data. When was the conversion rate strongest? Does that tie in with seasonal business? If not, then perhaps you need to return to that version of your page and tease out any inconsistencies that may have caused the conversion rate to drop.
roi.com.au can help you optimise your conversion rate with our specialist web design team. Call us on 1300 650 274 to see how we can help you.