Website Conversion Rate is Important

Today many Australian businesses are focussed on increasing their website traffic every month, however, very few businesses focus on increasing the percentage of visitors who turn into new sales opportunities. After all, there is little point investing time and money into driving new visitors to your website if they do not convert into new business opportunities.

 

If your website is currently achieving online sales or sales lead conversion rates of less than 5% on your traffic, you should read on.

Website Conversion Rate is the first internet success metric that your business should strive to improve.
If your website is currently achieving online sales or sales lead conversion rates of less than 5% on your traffic, you should read on.

If the conversion rate of your site is low; then marketers will continue to loose an awful lot
 of dollars on web-promotions and advertisements without acheiving the desired results.

Improving website conversion rates is an ongoing task and there are many factors that impact
conversion rates. It pays to carefully analyse your website, determine the current weaknesses
to arrive at workable strategies for boosting conversion rates. Effective web traffic analysis
and measurement is more than simply having good tracking software - it’s about dedicating the time to analysing the data and finding out why things happen. Always measure the bounce rate, or the number of people arriving at your web-page and then leave without doing anything. Lower bounce rates of less than 50% are a positive sign because this signifies that your web visitors are using your website more effectively.

For example in one of ROI.com.au’s clients website there were two webpages with different landing pages but with the same navigation on left side and at the centre. Mostly the landing pages had a bounce rate of 53%, whereas one had a slightly better bounce of 50% and another had a much higher bounce rate of around 90%. After carefully analysing traffic trends it was found that the webpage with the 50%
bounce had much more relevant call to action to the readers arriving at the webpage. This landing page
also had presented a different image which received a much more positive response.

It would have been difficult to know this without effective tracking and measurement being in place.

Boosting website conversion rates

Key steps for improving website conversion rate are increasing its focus on well researched brand differentiation, target marketing, enhanced relevance to web-audience, sustaining trust and continuously analysing web traffic trends to carryout effective web strategies. Differentiation is all about finding a way to stand out from your competition: starting with your domain name, and continuing throughout the entire website's strategy – content, aesthetics, navigation, freebies and advertisements/promotions. Boost the impact of your web content through well written copy and a better design. For this find out exactly what it is they desire and then answer these needs through professionally designed/written web-content.

Relevance is very important. If you are running a PPC advertisement campaign on any popular search engine with certain keywords, your target audience should land at exactly the right webpage after typing those keywords and finding your site.

For example if the visitor types ’ rare vintage wines’ in Google and your link does appear, on clicking through it they should be taken to your web-page that talks all about choosing the best vintage wines and your passion in selling good quality rare vintage wines. They should never land at your site’s home page which has a small link to the vintage wine section.

To build trust consistently among your web visitors we also recommend that you prominently displaying your privacy policy, your shipping or ordering procedure, the fact that hundreds of satisfied customers use your site daily, that your site uses SSL encrypted protection for all the web-forms, that you always make it very simple to find contact information such as a name and address as well as prompt support via e-mail. You could also educate people through relevant articles and 'how to sections' / newsletters and build trust over time.

In short, your prospect needs to trust you to part with their money. To achieve online conversion rates of 10% + you need to invest in testing, and that means creating multiple landing pages, testing different sales processes, testing different offers and testing different creative. Then measure, measure, measure.

Your investment in testing and improving your online sales conversion rates will pay off. For example, if you currently have 1000 unique visitors to your site per month and are currently achieving a 5% conversion rate, and by investing in online market testing could increase your conversion rate to 10%, you will enjoy 600 new sales opportunities per year.  In the majority of cases, this equation will be much easier to achieve than finding another 1000 unique visitors per month.

If you website is currently experiencing online sales lead conversion rates of less than 5%, we invite you to speak to the friendly team at ROI.com.au to discuss how we can help your business achieve better returns from your online marketing efforts.