When we talk conversion rate we’re simply referring to the rate at which visitors to your website take the action you want them to take. This could be subscribing to your newsletter, making a purchase through your online shop, downloading a free e-book or creating an account that requires a login and password. If, for example, your site has 5000 visitors and 50 conversions, you have a conversion rate of 1%.The conversion rate measures the activity of your website’s visitors and can be used to optimise your site for improved performance. The higher the conversion rate, the better your website. Why it is important? Because if you are getting traffic to your site and they are not converting, then you will not be achieving any of the goals you set out to achieve.
Conversion rate optimisation (CRO) is one of the most important things you should focus on if you’re operating a website, regardless of what service or product you are marketing. CRO is a method of using analytics, insights and user feedback to improve your website’s success.
There a four key reasons why you should be obsessing about your website's conversion rate optimisation:
1. You'll get more customers
Improving your conversion rate will ultimately mean you'll be getting more customers to your website and more of the right customers who are actually interested in your product offering.
2. You can stay ahead of your competition
With millions of online businesses, staying ahead of your competition can be tough. Having a higher conversion rate than your competitors means you will increase your profit-per-visitor resulting in a better bottom line.
3. You'll increase your profits
For every extra conversion you make, your profits will increase. In fact, even a modest 10% change in your website's conversion rate can determine whether you make a profit or suffer a loss.
4. Your website will grow
As your conversion rate increases, so will your traffic and your profits. This means you will have more money to put back into your website for further optimisation, advertising or content production.
Overall your website should build trust, be relevant, be appealing (engaging) and create clarity. There are many different areas of your website where you can make changes to improve your conversion rate.
The structure of your site should:
The design of your website should:
The copy (text) on your website should:
To find out what you’re doing well and not so well, gather feedback from your website visitors by asking them to complete a quick survey. If you’re serious about improving the user experience on your website and increasing your conversion rate, there are various (paid) tools available for you to test what is working for you and what isn’t, including hotjar.com, inspectlet.com and usertesting.com.
By concentrating on your website’s conversion rate you’re going to be making the most of the traffic to your site. The beauty is, it’s essentially free! If you aren’t measuring your traffic and conversion rate, you are missing out on the simplest way to generate new business.
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