Every website is created for a purpose. It might be to build awareness of your brand, sell a product, or encourage users to visit your shop. The effectiveness of your site in accomplishing these - and other - goals can be summarized in one single metric: your conversion rate.
Conversion rate is the percentage of visitors to your website who complete a desired goal (a conversion). It’s a measure of how well your site is able to accomplish its purpose, and everything about your website should be geared towards optimizing your conversion rate.
Although it’s essential to the success of your marketing efforts, tracking and optimizing your conversion rate in real time can be a challenge that requires a solid strategy and intuitive web design. The average website conversion rate sits at around 2% - and although it sounds low, that’s actually a pretty good number. Many sites have conversion rates in the region of 0.1%, which means just 1 customer converted out of every 1000 visitors.
So, how do you improve your conversion rate?
The key is leveraging the traffic you already have, instead of trying to recreate the wheel and start from scratch. Evaluate the current state of your site and focus on the areas that ARE working. If you concentrate your efforts on the areas that aren’t working, your improvements will be small, so optimize the areas that are going to add the most value in the shortest amount of time.
Begin by asking yourself the following questions:
- What is my overall conversion rate?
- Which pages are performing well (according to analytics)?
- Which pages are performing poorly?
- What tests can be carried out based on this analysis?
- What can I learn about my audience and my website from all this data?
Data can tell you a lot about your website, but only with the right analysis. Dig deep into your site’s metrics to mine the information that will guide your decisions and help to drive your business to the next level.
Here are 3 key ways to use your site’s analytics to improve your conversion rate:
Your channels might include paid social, organic social, email, referral, or direct. A business typically has between 4 and 8 of these channels, which is a lot of information to organize- so don’t try to fix them all. Look at the difference in levels of traffic between them to see what’s working and what isn’t.
By segmenting and reviewing your data channels, you will start to understand which marketing efforts are performing best and where to focus your most precious resource – your time.
When taking action to improve your conversion rate optimization (CRO), the key is to identify the areas with the most potential.These are those most likely to improve the experience of your core audience and, ultimately, increase your conversion rate. The devices that host your website are an important area for consideration.
Mobile, desktop, apps – they all have different requirements and their users typically have different intents. On a desktop, the user might be browsing with a less immediate needs, whereas mobile users typically want access to relevant information as quickly as possible.
Identify where the majority of your web traffic is coming from and optimize the UX and the responsiveness of your website design to improve your conversion rate.
3. Landing pages
Use your engagement metrics to find the pages with the highest traffic volume. Review how well the landing pages on your website are performing to see what engages potential customers best – essential information if you want to learn how to keep them around and potentially turn them into conversions.
You should also take note of your page’s bounce and exit rate metrics. These play a large role in how Google determines your site’s overall ranking, and can provide information that will assist you in reviewing the UX design of the page, helping you to make improvements that will keep your visitors more engaged.
To increase your website’s CRO, it’s important to have a full understanding of who your visitors are, where they’re coming from, and what they’re doing once they arrive on your site. By focusing in on key patterns on your channels, devices, and landing pages, you’ll be able to make informed decisions that will help keep your site’s visitors engaged.
Photos by You X Ventures and Alvaro Reyes on Unsplash