The average U.S. web retailer converts less than 3% of their traffic to customers. Many struggle to convert even 1% of the visitors to customers. Web savvy sites, such as Best Buy and Amazon, convert many more times these numbers.
How do they do it? These businesses think about web conversion optimization as a process – not as an event. They have adopted the philosophy of continuous improvement. A 5% conversion rate is not a goal, it’s a data point, on the way to a higher conversion rate.
Any business can adopt a continuous improvement philosophy. You don’t need a large staff. Time and money requirements are generally not large. But you do need to be committed to making steady improvements to your website.
Ongoing Support = Continuous Improvement
Ongoing Support is a Continuous Improvement Program designed for your website. Improving your conversion rate can involve:
- Conversion consulting (where you are leaving money on the table)
- Testing alternative page versions to improve landing page conversion
- Usability testing (real users on video)
- Analytics review and strategy (including benchmarking and key performance indicators)
- Merchandising and marketing (including competitive analysis)
Steady improvement is the objective. We prioritize the tasks, and take them on one at a time.
Communication is Crucial for Success
Communication is crucial to the Ongoing Support Plan. There is a minimum of one conference call a month to discuss the results to date and what the next steps should be. There is also a monthly written report summarizing the results and outlining our recommendations. Keeping everyone on track is critical for the success of the Ongoing Support Plan. Our goal is to insure that continuous improvement means actual improvement for your site.
It’s not for Everyone
Continuous Improvement is not for everyone. The discipline and commitment required are not possible for some businesses. But for those that adopt the philosophy, the rewards are great. Increased conversion rates, increased customer retention, increased profitability.
Check out our affordable packages specifically designed for small business budgets, or get a Free Idea for improving the conversion rate of your website.