Conversion Optimisation is all about making the most out of your website traffic by optimising for more conversions. Conversions on your website can be many different things. The best way we can describe a “conversion” is when the user or potential customer performs the desired, or intended action. These can be actions such as (but not limited to); making an enquiry, filling out a form, clicking a button, or in most cases purchasing a product or service.
Conversions can be measured by working out the conversion rate. The conversion rate is the percentage of visitors who have been to your site AND made a purchase/conversion over a specific period of time. This percentage can be found by using the basic formula below.
Number of Conversions Divided by Website Traffic x 100 = Conversion Rate
Our objective as digital marketers is to maximise conversion rates so our clients can get a better return on investment. For example, if a Google AdWords campaign brings in 100 visitors and 3 of those visitors convert by purchasing a product or completing a desired action, this is a 3% conversion rate. We now know that if we spend twice as much on Google AdWords we should get twice as many conversions. This is all well and good, but there is a very large percentage of potential customers we are neglecting in this equation, and the more traffic you send to the site the more this group of potential customers grows.
With conversion optimisation we work on pushing the other 97% of people who weren’t converting over the finish line. They are obviously already to some extent, invested in the buying process and have most likely been in the Information Search, or Evaluation of Alternatives stages of buying. For one of the many possible reasons the user has decided not to purchase this product or service at this point in time. They may be coming back to purchase it later. They may have been turned away by something they’ve read on the site or any number of other valid or invalid reasons.
This is where we start to look at managing each one of these possible hurdles in the buying process that may stop a user from converting. There are a number of methods used to identify the issues. We analyse, test and implement high performing sales funnels to optimise your website for conversions!