Getting a visitor of your website to perform a desired action is known as a conversion. Depending on your company’s goals a conversion can consist of any of the following:
- Selling a product
- Registering as a member
- Subscribing to a newsletter or RSS feed
- Downloading a document, image or software
- Taking part in a poll or survey
Your conversion rate is measured by recording the percentage of visitors who are turned into customers (or members, subscribers etc.).
Optimizing your conversion rate is crucial to the online success of your business. If you are not making conversions, your website is not benefitting your business. If you are not tracking conversions, you are missing valuable information on yoour target market. If your conversion rate is low, you need to start optimizing.
Why Should You Increase your Conversion Rate?
As a business you want as many clients as possible. In terms of conversion optimisation and marketing this translates into two goals:
1. Increasing traffic to your website
2. Increasing your conversion rate
Increasing the number of visitors to your site will increase the total number of conversions. In order to get more traffic to your website, you need to engage in Search Engine Optimization (SEO) and Social Media Marketing. You can also consider paid Search Engine Advertising such as Google AdWords.
Converting Visitors into Customers
Increasing your conversion rate is all about turning as many visitors as possible into customers. Conversion optimization depends on many factors such as:
- Design of your website – People don’t feel comfortable on badly designed websites
- Usability of your website – Your site needs to be easy to navigate
- Target the right visitors – Not every visitor is a potential customer, learn how to target the visitors that count
- Make it easy to convert – A conversion shouldn’t take the visitor more than 3 clicks
- Build trust – If customers are handing over money or personal details you want them to feel as safe as possible
- Offer more – Maybe you have more than one product to offer, make sure your customers know about it
Know Your Customers
Successful conversion marketing relies on an intimate knowledge of your customers and clients. You cannot please everyone. Your marketing campaign and the design of your website should be aimed at the people, who will buy from you. By tracking the visitors to your site or using trackable advertising strategies, you can find out a lot about the visitors and customers on your site. Finding out what your customers respond to, is an ongoing process.
Once the potential customer has found your site, you want to make it very easy for your visitor. If the visitor finds the process of purchasing from you too complicated, he might easily abort his efforts. Give your website a clean structure and minimize the number of necessary clicks. Every click extra will cost you conversions. Too many clicks are like long queues and at some point people will find that it’s just not worth it.
When it is time to hand over money or personal details, every effort has to be made to make the customer feel as safe as possible. Secure lock icons and features like Secure Socket Layer (SSL) encryptions as well as up to date security certificates will establish trust in your website. The customer needs to be sure that there will be no scam or misuse of his details. If you have any guarantees, refunds or other services the client needs to know about, this build trust as well.
Agood marketing campaign shouldn’t stop at the conversion. Presenting the customer with related products, accessories and special offer might inspire the customer to buy more. Make it easy to shop around some more. Once the first purchase is made, a certain level of trust is established and convincing the customer to make a second one will be easier.
Your website and your conversion marketing strategies are never perfect. Effective conversion marketing requires research, analysis and improvement. Adjusting, keywords headlines and functionality can do wonders for your revenue.
Do you feel that you could do better on conversion marketing? Feel free to contact Biggestleaf today and unleash the full potential of your business.