Increasing your website conversion rate
Increasing your traffic volume can be tough. Try increasing your conversion rate!

Something that we hear from a lot of people who have created a website is “Why isn’t my website bringing more business”. The technical term for this is what’s called a conversion rate. Your websites conversion rate is based upon  the number of people that buy products off your website or do business with you in ratio to the number of people that view your website. We thought we would have a look at some ways that you can even this out. 

The key to improving your conversion rate is by tracking and analyzing the traffic that passes through your website. There are many analytical engines out there which can do this. Our recommendation would be Google Analytics as it is a free service, easy to setup and comes with a wealth of functionality. 

Once your analytical engine is configured and connected to your website you can start to track the end users movements as they navigate through your site. Please note that in order to get accurate results you need to work off averaging out a substantial amount of data over time. If you would like to speed up this process an aggressive PPC (Pay Per Click) campaign is always a great way to go (we have written other articles on how to do this). When you feel you have enough data that averages out the spikes it is time to start analyzing the end users flow. In Google Analytics this is called the “Visitors Flow”. The visitors flow can tell us a huge amount about not only how appealing the content on your site is or how relevant it is to the user, but also how easy your site is to navigate through and what your click ratio is. 

When looking at your visitor flow from a conversion rate perspective look closely at your drop off percentage (otherwise known as bounce rate) for each page as this can be the key to increasing conversions. As an example: If I notice i have a high drop off percentage on my home / landing page, this would usually be an indication that the first page my traffic is looking at is not appealing enough to make them want to stay. 

Lets explore some ideas to change this! 

  • Content – With a high drop off rate it is likely that my content may need some revisions. Try asking yourself the following questions to judge this
    • Is my content clear and easy to read
    • Is it relevant to traffic viewing my website
    • Is it interesting or offers something different to others
    • Is it up to date

If you found your answer to be no to any of these questions, some revisions may lower your drop off rate. 

  • Call To Action – A call to action is something that grabs the users attention and makes them want to either look deeper into your site or contact you regarding what they sore. An example of this could be a deal you have posted on your home page or a promotion you are currently running. It is also important to be able to measure the success of a call to action campaign which can be done through many different ways such as typing in a promotional code upon check out of your online store or mentioning the ad they sore when they call you. A call to action is a great way of grabbing the users attention and creating interest in your business. 
  • Navigation – One of the most common reasons for high drop off rates is due to websites being hard to navigate or find the content the user is looking for. The best way to test this is to ask a group of people to view your website and find certain information. Listen to the feedback provided and make your navigation more logical if need be. Search bars are sometimes a great way to resolve this issue as well for sites with large amounts of content and pages. 

Monitor your visitor flow after each change and track the changes in the user behavior until you have started to lower your drop off rate.

 

Unique Selling Points 

Unique selling points (USP) are what makes your business different from others in your industry and are one of the most important parts of increasing your conversion rate. It is always great to ask yourself why people should buy from you as opposed to your competitors. When you can answer this question, you need to make sure that these points are conveyed appropriately through your website. Remember, a website is a digital representation of your business and will be perceived as such.

Changing your conversion rate is usually a much easier task to accomplish rather than trying to increase traffic to your website and is in most cases substantially cheaper. By adding value to the users experience you greatly increase your chances of being chosen over your competitors.

 

Track, analyze, adjust