Conversion Optimization Services
The very best reason – and probably the only good reason – to be on this page is:
- You own a small business website
- The site already gets pretty good visitor traffic
- You need more customers or clients from those visitors
Got traffic but need more customers?
How many visitors does it take to make a sale or generate a lead on your website? If you know the answer to this question, you have everything you need to calculate your conversion rate.
The actual definition is the percentage of your website visitors who take a desired action or complete a goal. Here’s how it’s calculated: if 100 visitors come to your website and 2 take the desired action, you have a 2% website conversion rate (2/100=2%).
The goal or desired action includes not only outcomes that result in sales, but also goals like getting visitors to sign up for your newsletter or watching a video.
The key is visitor expectations and the persuasiveness of your site, because for visitors to take a desired action, they must be achieving their goals.
Is my conversion rate good?
If I say to you, “Ben weighs 177 pounds, isn’t that great?” Well actually, it depends.
Ben could have weighed 197 six months ago, has lost 20 pounds. Yes, that’s great. But what if Ben weighed 162 two months ago and gained 15 pounds on a cruise?
Without knowing Ben, his age, his height and his circumstances – you have no idea how his weight compares to the weight of other guys of his age group, or if 177 is a great weight for him.
The same is true for your conversion rate. Let’s say yours is 1%. Is that a good number or not? It depends. What if your rate six months ago was 0.50% and now it’s 1.0% – an increase of 100% is pretty good!
It is more valuable is to measure your site’s performance month-to-month, quarter-to-quarter, and year to year to see if it is trending up or down, and then ask yourself why.
What are the goals for your website?
Most websites are for profit enterprises and therefore your primary goals involve getting visitors to buy something or to sign-up for your services. When a visitor comes to your website and completes one of these goals, on the internet, it’s called a conversion. What we’re actually saying is that your visitor converted into a customer or a prospect.
You may have several goals for your website. – primary or transactional goals like:
- Contact us – either by phone or the contact form
- Purchase a product or service
- Sign up for our newsletter.
You may also have other goals for your site – what we call secondary goals, things like:
- Do visitors watch the video on the home page?
- Do they download your e-book or PDF?
- Do they view 3 or more pages before they leave the site?
Even though these goals are not immediate sales or leads, people who take these actions are more likely to become your customers. And from experience, we know that improving the conversion rates on your secondary goals leads to improved conversion rates on your primary goals.
Three common problems that can hurt your conversion rate:
1. Is your site visitor friendly?
By far, conversion is one element many website owners completely overlook. Part of the problem is that many of the glitches and stumbling blocks for a new user go completely unnoticed.
Bulky navigation systems, broken links, illogical organization, and poorly written copy can all create an unfriendly environment for a new visitor. A fresh pair of eyes is often needed to spot these sales-killing pitfalls.
2. Is your site trustworthy?
With every second a visitor spends on your website, they are trying to decide whether to trust you. You are constantly giving your visitors subtle clues that lead them to either buy from you, or click away.
Unless you’re absolutely certain you’ve created a website that builds trust on every level, trust will likely be at the core of your conversion problems. Again, a fresh pair of eyes can be invaluable in spotting these subtle messages that are making you appear untrustworthy to your visitors.
3. Have you set goals for the website and for each page?
Do you have a clearly defined goal for every page on your website? Does each page lead to a call to action in some way?
You’ll soon realize that every page, piece of content, button and widget needs to be designed to move the customer forward to complete a desired action. Too often, you can end up with a jumble of website articles, posts, and pages you’ve included without much thought to how each page fits into your overall goals for the site.
Tweak, test, rinse, repeat….
Getting traffic to your website costs you either time or money. Whether it’s rising PPC expenses or time spent on social media, you need to convert as many new and returning visitors as you can.
Now that big companies have embraced the internet, they are on a mission to gain market share by squeezing small and midsized businesses out of the market. To do this, they’re continually testing and improving their websites. The internet represents too large a piece of their business to ignore.
Today, if you’re standing still you’re losing ground. You have no choice but to continually improve your marketing efforts and your website.
But how do you know if what you’re doing is effective? You look at the trend in your conversion rates. Look for bright spots to reward and for areas that need attention and improvement. Our conversion optimization services provide more leads to your website, decrease your cost per lead, and improve your conversion rates.
Start converting more visitors into customers . . .
Check out our Google Analytics Services
OR…. Give Carl a call at 253-564-1139 or Contact Us