Conversion Rate Optimisation turns an ordinary website performance into a great one. And, it is not intuitive. An increase in conversion from 1% to 2% could mean a 100% increase in revenue and 150% in profit.
But before you dive in, it pays to peel back the layers of traditional conversion rate and look closely at all the elements.
There is more to Conversion Rate Optimisation than meets the eye
Think about the following
Conversion Rate Optimisation Factors
Whilst there are many ways to work on the conversion rate, the most impactful is the traffic. The very best way is to prevent waste budget on keywords that don’t work, and magically lift the conversion without touching a page.
Traffic Conversion Rate
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).
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.
The “breadth of offer” is a key consideration. If your enterprise level product is attracting visitors that are not big enough to use your solution, then potentially, conversion rate optimisation won’t help.
Website Conversion Rate
Results can be variable according to the visitor’s device, and after that, it could be qualifying visitors with intelligent questions and intuitive navigation.
Page Conversion Rate
Persuasive copy and insightful content play their part, but again, knowing the exact keywords that are bringing people to the page is the best way to start a productive conversation.
After all of this, we can edit the button and make it orange. The design does make a difference, but it tends to amplify existing results.
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?
If we are not producing leads at a profitable rate, there is no point in doing it.
Tracking Enquiries through to conversion can uncover wasted opportunity as well as when tails are being chased in ‘busy work’.
Track Conversions for Powerful Marketing
Of all the conversion tools available to the marketer, 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.
Conversion Factors; Summary
- The traffic, intent of the visitors
- The company product offer compared to the competition
- Keyword/market fit
- The site performance, design, speed, navigation
- Delivering the right content, to the right people at the right time
Knowing what isn’t working
We don’t underestimate the value of knowing what 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.
Why not talk it through with us?
We will focus on whether we can 'add value', or not. We like to explore markets, locations, products and services to see if there is a 'fit' and whether we can help clients be successful.
Unless we make a significant difference, adding to your marketing efforts, lead generation and profitability, then we figure that we have no place being there.
We've done it before, we won't waste your time.