What is Conversion?
Want to increase the number of orders you get from your website? Increase your conversion rate.
Every additional visitor you are able to convert means additional business for your firm which translates into additional orders, sales, leads and revenue. It doesn’t matter if you are an e-commerce site, a lead generation site, or a membership site, increasing your conversion rate means more business for your company.
Defining Conversion Events on Your Site
Conversion is defined as a visitor taking a desired action on your site (a conversion event). Depending on your site, a conversion event can mean completing and sending a Contact Us Form, signing up for a newsletter, or completing a purchase.
What is Optimizing for Conversion?
Conversion is all about your site and your visitors and how they relate to each other. Optimizing for conversion means that your visitors can quickly and easily find what they are searching for on your site, and they are not delayed, frustrated, confused or distracted on their path to conversion.
Self-Help Guides to Conversion
Lists, blogs and papers on conversion are good way to start thinking about optimizing your website for conversion, but they’re not the solution. If conversion checklists worked, everyone’s conversion rate would be fantastic. So why don’t they work?
Self-help guides don’t work for two reasons:
- Your site is unique
- Site familiarity
Your Site is Unique
There is no one-size fits all conversion magic. Your site is unique. Your solution will be unique.
Here’s why: your site evolved over time. It reflects your view of how it should look and how it should work. If your conversion is less than you want, you have inadvertently created issues that are causing visitors to leave your site, without converting. Those issues will be unique to your site.
Site Familiarity
You’re an expert on your own site, but your visitors are not. In optimizing your site for conversion, familiarity is not just a hindrance, it’s a real obstacle.
Here’s an example of what we mean: Forrester Research says that the #1 reason for website abandonment is confusing navigation. How can you tell if your site’s navigation is confusing your visitors? Even if you carefully analyze your navigation, it probably won’t seem confusing to you, you’re too familiar with it.
Optimizing Your Site for Conversion
Start with a expert conversion and usability review of your website. Think of it as an audit of your site’s conversion issues. It measures your site against more than 10 major conversion metrics and then gives you actionable recommendations for conversion optimization. By addressing just these metrics, you will see real improvement in your site’s conversion rate.
But conversion optimization doesn’t stop there. Large companies like Amazon and Best Buy have teams of people devoted to continuously improving their websites. They know that every headline change, every image change, every graphic change can mean an improvement in their conversion rate.
Conversion Rate Optimization for Small Businesses is a consulting service designed to provide recommendations for continuously improving your website. Whether it’s testing various web pages, exploring your analytics for clues, or turning users loose on your website to see and hear where they get stuck, frustrated or confused, we’re working to help you continuously improve your website’s conversion rate.
