Conversion Rate Optimisation (CRO) turns an ordinary website performance into a great one.
There is more to Conversion Rate Optimisation than meets the eye
An increase in conversion from 1% to 2% could mean a 400% increase in performance and profit. But before we dive in, it pays to look closely at all the elements.
Conversion Rate Optimisation Factors
- The traffic, intent of the visitors
- Keyword/market fit
- The company product offer compared to the competition
- The site performance, design, speed, navigation
- Delivering the right content, to the right people at the right time
But the very best way to increase the conversion rate is to prevent waste budget on keywords that don’t work, and magically lift the conversion without touching a page.
Traffic Conversion Rate
Whilst there are many ways to work on the conversion rate, the most impactful is the traffic. What people are looking for.
Without knowing the search terms used by the visitors, there is a random chance of improving results. It may be that Google are sending the wrong traffic, and some of it will never convert (the vast majority of keywords don’t work).
The Keyword Audience
The “breadth of offer” is a key consideration. If your enterprise level product is attracting visitors that are can’t afford to use your solution, or if your solution is best deployed in only certain industries (vertical markets) then potentially, there will be difficulties with the conversion rate, and perhaps optimisation of the website won’t help.
If you have the right traffic, the next biggest factor in optimising conversion rate is in the ‘offer’, compared to the competition.
Everything else may be perfectly fine, but you may be missing something.
Website Conversion Rate
The site navigation and the information architecture play a big part in enabling visitors to ‘self serve’, particularly in professional service businesses.
Page Conversion Rate
Persuasive copy and insightful content play their part if they address the needs of the audience.
After all of this, we can edit the button and make it orange. The design does make a difference especially with large amounts of traffic, but it tends to amplify existing results.
Site and Page Personalisation
Depending on the source of the visitor, the campaign and the device, variations of the same page might peform better. Today, this is possible with Optimisation Software.
What does Conversion Mean
It is worth considering what we mean by Conversion Rate.
Investing in Digital Marketing only works if we convert website visitors into profitable business opportunity and revenue.
It is costly to follow up leads that don’t turn into new business. Does a conversion lead to revenue, or is it just a fake email address? As one customer put it – “we don’t want to end up being busy fools”.
Low-quality leads cost more than money; it can dilute the efforts of your best people.
Track Conversions for Powerful Marketing
Properly configured tracking of both website and calls can give you a big advantage,
Being able to see the source of new enquiries is the most enabling thing. It shows you what to work on each day and be confident that it will make a difference.
Knowledge saves time
Knowing what to test. As a website owner, you probably don’t know which element isn’t working.
If the traffic isn’t right, then spending all the time on the website won’t help. There is no better buzz in the world than working on a page and the phone starts to ring.
We welcome the opportunity to talk it through with you.