Websites are a necessary investment for any business.
A website that is properly positioned in front of its target market has the potential to generate new leads and bring in additional revenue for your business.
There are numerous marketing strategies that work to improve traffic including search engine optimisation (SEO) and social media marketing.
But one area that is often overlooked is conversion rate optimisation.
This is the process of improving landing pages to maximise conversions. Changing the copy on your websites or even reconfiguring certain design aspects can have a significant impact on your bottom line.
Without increasing traffic.
Spending money on marketing campaigns may work but you could also be wasting money if conversions are low.
Depending on your industry, converting just one extra customer a day could easily result in thousands of dollars in revenue each month.
And possibly even more.
To get started, follow the five steps to increase the conversion rate on your website.
1. Implement Tracking
The first step is to implement some type of tracking on your website. The most popular – and free – is Google Analytics, an invaluable marketing tool. Implementing tracking is essential so you have a better idea of which pages are already converting and which pages need more attention.
The features go beyond knowing how many visits your pages had today.
Advanced features include being able to:
- Measure the return on a social media campaign
- Determine the effectiveness of certain traffic sources
- Analyse the performance of paid advertising
- Test multiple variations of a landing page
- Set business goals based on marketing objectives
2. Establish Baselines
Setting up tracking on your website is also important for another reason.
It lets you establish baselines and determine your current conversion rate.
Conversion rates vary depending on the industry. A market research report from Marketing Sherpa found that certain industries such as financial seres enjoy a 10% conversion rate while e-commerce only converts at 3%.
Calculating this number is easy.
Simply look at how much traffic it takes before a conversion is made. If only 1 visitor converts on average for every 100 visitors, your conversion rate is 1%. But if 5 visitors convert, your average conversion rate is 5%.
This is also another reason why implementing tracking is essential so you can easily calculate this number.
3. Set Objectives
A conversion is often defined as a purchase but it ultimately depends on your business objectives.
If you sell financial seres to a local area, a conversion can be defined as a new lead for your business. If your business model lies in generating revenue from advertising in a newsletter, a conversion might be when a visitor subscribes. And if you work for a non-profit organisation, a conversion could be any time a donation is made.
Understanding what your objectives are is invaluable so you know exactly what you are optimising.
Then click Set up goals and you will see the following page:
- Click Create a Goal. The next page is where you enter more details about what you want to track. There are also different goal types depending on what you want to measure. Once all the details have been entered in, click Verify.
- Now you can be able to track the conversions on pages you designate.
4. Create a Content Experiment
If you have just recently established a new Goal in Google Analytics, you may need to wait a few days until sufficient data is collected.
Improving conversions starts with A/B testing.
This process involves creating multiple variations of a page, splitting the traffic, and measuring the conversions.
The page that performs better stays while the other gets dropped.
A/B testing requires a lot of work but can maximise conversions for your business.
To get started in Google Analytics, click on Content then Experiments.
You will then see the following page:
- To start, enter the URL of one page you want to improve and click Start Experimenting.
- Enter a name for the experiment and select an appropriate objective that you set in the previous step. Set the percentage of traffic to experiment with to 50%. This means that traffic will be evenly split between the original page and the new landing page.
- You will need to create a completely new landing page before the campaign can start tracking the results.
You may consider:
- Changing the headline
- Test only one change at a time
Changing too many things can make it next to impossible to determine what caused an increase in conversions. After uploading the new landing page, the next step is to monitor the results and repeat.
One important thing to remember is that not every page will produce positive results. Some pages will completely tank but you would never know without testing. This is why setting up conversion optimisation campaigns is so crucial.
Otherwise, you could be losing out on potential sales.
Even after a page has proven itself with higher conversions, the process starts all over again with new landing pages and careful tracking.
Most business owners think the best way to produce results for their website is to focus on increasing traffic. But this is not always effective and could, in fact, prove to be a costly decision.
A better approach is to focus on improving conversions.
Doubling or even tripling conversions means that your marketing dollars go much further. Improving conversions on your website could very well be one of them.
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