What’s the conversion rate on your website? Do you even know what percentage of visitors who land on your page buy something or submit an enquiry?
Upping your online conversion rate is key to boosting your business, whether you are looking to generate greater awareness of what you do or get more cold, hard sales. If you don’t know what the rate is, you need to work it out using data from your website analytics program and then apply this formula: divide the number of new leads or sales by the number of visits to the site and multiply by 100 to give you your conversion rate percentage.
A better conversion rate doesn’t just mean more sales or leads, it also gives you a bit more money to play with in your marketing budget. It will reduce the cost per acquisition for each customer, so you can divert that money into other techniques to further grow your business. For example, you can use that money to advertise across media that was financially out of your reach before, or you can invest it in online in Google’s AdWords to attract even more visitors to your site. And if you can convert more of these new visitors into customers or leads, it puts you in a better position to bargain with your suppliers and benefit from economies of scale.
So how do you increase this all important conversion rate? In most cases, you will be starting off from a low rate, but there are now affordable tools out there that can help you to improve it. If you think you’re doing OK at the moment, think how much better your business could be performing once you’ve tweaked a few bits and pieces to convert more visitors into customers.
Select your analytics tools
Use the analytics package you have running on your website. It will tell you what parts of the site appeal to people – because they click on them – and what doesn’t. This is one of the most basic methods of finding out what works for your visitors, and utilising this data effectively can make a huge difference to your conversion rate.
Once you’ve made changes, you can see what works best by using split-testing software. It’s a technique used by the internet big boys such as Google to assess what works and what doesn’t by looking at the things customers like on your website. The software won’t tell you what to test, but it will show you what appeals to people and importantly, persuades them to make the decision to interact with you or buy from your site.
There are a whole host of split-tests you can run online to analyse what works for visitors landing on your site. One of the most simple is an A/B test, which allows you to trial two different headlines (for example) at the same time. The software works out which headline has the best results – ie which brought in the most customers.
This type of test can take a number of weeks to carry out effectively, but if you use multivariate split testing software, you can test a number of variables at once. The software analyses which aspects of a site are most successful with visitors, so you can use the results to fine-tune as necessary.
Find the free functionality
There are a number of different multivariate testing tools available but you don’t have to pay the earth to get your hands on the goldmine of information they can provide. Google Analytics Content Experiments, for example, is a free system you can use to carry out these tests.
There are plenty of effective testing methods available to help your create a website that does the business for you. Don’t be over-awed by the scale of the task - even a few changes can pay massive dividends and it’s worth spending the time.