It is one thing to get a lot of visitors to your business’ website. But those high numbers don’t always mean a lot to your sales. You need to increase conversion rates to better your bottom line. This can be achieved through conversion rate optimization (CRO). Working hand-in-hand with search engine optimization (SEO) is a critical step toward a high sales volume.
What are conversion rates?
Yes, you do want a large number of visitors to coming to your website. The conversion rate is the number of those visitors that complete a desired task. It doesn’t necessarily mean complete a sale (although that’s great).
Conversion rates can refer to the number of people who click to sign up for a newsletter, register for a membership or download an informational item like an ebook.
These types of conversions are ways to build relationships with users. The better the relationship, the more trust you develop with the consumer. Research shows website visitors will buy from you when they trust you.
What’s a good conversion rate?
Before you decide to jump in and make plans to increase your conversion rate, it’s important to examine your data. See how well you are currently doing overall and look at statistics that show when conversions are highest. These metrics will help you as you move toward improving them.
Conversion rates do vary from industry to industry and also by device. It’s good to get some research on benchmarks. Monetate Ecommerce Quarterly is a great resource for these statistics.
Taking steps to improve conversion rates
CRO focuses on improving actions that specifically help convert a user into a customer. Sometimes the simplest changes can make a big difference. Consider the following:
- Make it easy: Examine the design of your website. Make sure it’s visually pleasing and informative. Visitors will not know where to go unless you tell them. Provide a call to action (CTA). Do you have information that allows them to click and sign up for a newsletter? Is there a button for making a purchase? Not sure how your website rates? Start with a free assessment from TE.
- Create a sales funnel: When you create awareness and build interest in your brand, consumers make decisions and take action. Sales funnels not only prove your expertise, but also help create trust. Offering free reports, whitepapers, ebooks or other information provides a valuable service for your visitor. In exchange, you can gather an email address to later engage the user and convert them into a customer.
- Run A/B tests: Create two versions of something like a headline, landing page or home page layout. Then watch your metrics to see which of the two performs better at converting visitors.
There are many things you can do to get a better conversion rate. See what works best for your business and get the help you need. At Talent Evolution, our focus is on evolving your business and brand through innovative, web-based solutions such as improving conversion rates. Just give us a call. We will help you meet your goals.