Every business’s website plays several important roles. It helps to raise awareness – it is where your customers go to find out what they need to know about you, and in a lot of cases, it is where you will attract and secure new business.
When you initially set up your website, you should have planned out specific goals, desired outcomes and the KPIs to track your progress. This is how website success is measured; so, without these in place, it is very difficult to know if your site is achieving what you want or need it to.
Establishing goals for your website
Think about what your company does, and what its aims are.
- Do you want customers to buy a product or service?
- Are you looking to increase enquiries or applications?
- Would you like visitors to request or download a piece of content, such as an instruction manual, a how-to guide, or a whitepaper?
- Do you need people to sign up to a company newsletter?
- Are you hoping for people to share your blog content on social media?
In some cases, it will be more than one or even all these things. But more often than not, some goals will stand out above others — these are the ones you should measure.
Defining a conversion
Website conversion can be defined as a visitor taking an action that the company wants them to take. Whether that be making a purchase, filling in an enquiry form, or signing up to a newsletter. These conversions can then be tracked, monitored and measured to help you see how successfully your business is meeting its goals. The more users taking the action, the better.
Let’s say your company’s desired action is getting people to sign up to a newsletter. How do you know if it’s working well? That’s where calculating a conversion rate comes in.
What is a conversion rate?
To work out a conversion rate, start by picking a timeframe. Perhaps in the past month. You will then need two numbers: 1.) the number of people who completed your desired action, and 2.) the total number of people who visited the landing page featuring your desired action. Let’s say you’ve received 1,000 newsletter signups (your desired action), and 2,000 visitors to your newsletter sign up page in total. You then need to divide your total visitors by the number of visitors that took your desired action, and that will give you your conversion rate. In this instance, the conversion rate is 50%, because half of the total visitors took the desired action.
What should my conversion rate be?
According to WordStream, the average conversion rate is 2.35%. Sticking with our example, that would mean that out of the 2,000 visitors to the landing page, the average company would receive 47 sign-ups. Larger companies, that have a conversion rate of around 11.45%, would receive 229 sign-ups. The higher the percentage of people that complete your desired action, the higher your conversion rate, and the more successful your website.
What is conversion rate optimization (CRO)?
The act of improving your company’s conversion rate is known as conversion optimization or CRO. This involves learning about your website users, and deciphering what stops them from taking that final step. It is important to make changes to your site to improve your conversion rate; this is known as CRO marketing.
How to increase conversion rate
Businesses invest a lot of time and money into their websites, so it is important to get as much back from it as you can. If you haven’t already, it is time to set your website goals. Once you’ve decided what is most important to your business, it is time to monitor your desired action and measure your conversion rate. In the meantime, here are five ways to improve conversion rate.
Internet users expect an entirely unique experience when they visit a company website. Webeo personalization software gives organizations the opportunity to create bespoke website appearances to attract audiences, brands, and even individual companies. Relevance is described as ‘highly important’ by 84% of B2B buyers, so whether a potential customer receives a tailored experience could be the deciding factor in whether they are sold.
The way your website looks is important — that is a given. An attractive website says a lot about your company and is often a reflection on your brand. When it comes to making purchases or signing up, users need to be able to trust your site. If it looks untrustworthy, they may avoid making a payment decision. Too much content, lots of images, and informal language can appear ‘spammy’ — this can put people off signing up for fear they’ll be inundated with irrelevant emails. Consider the look, feel, and tone of your landing page and decide if your customer is likely to be attracted to it. If not, it is crucial to make changes.
Be clear and concise
Tell the customer exactly what they need to do, and exactly what that will provide them with. Use simple language and a straightforward navigation system. Too much information could be distracting and lead potential customers towards other pages on the site.
Make it easy for your customer
How many times have you given up half-way through filling out a form because it asked you too many details? Or abandoned a purchase because the payment process was too complicated? If your call to action requires a potential customer to input their details — which it likely will — then it is important to make this easy for them. Decision makers are often busy and the less time an action takes, the more likely they are to complete it.
Make the action the focus of your landing page
Contact forms, sign up buttons, and ‘request’ or ‘purchase’ icons should be high up, bold and draw website users in. The most important part of your landing page should be the action — don’t miss out on a conversion by burying it under unnecessary content!