What is a Website Conversion Rate – And How Do You Work It Out?
Your website is gaining more and more hits every day, but what are people doing on there? What is making them return again and again? You have used Search Engine Optimisation successfully to ensure that you are top of the Google, Yahoo and Bing charts, and now you want to know what more you can do. It is time for you to up your Website Conversion Rate.
A website could have the highest amount of traffic in the world but still be doing badly if no action is happening on it. The Website Conversion Rate is a formula that can gauge how efficient the site is at converting visits and casual content views into desired actions. The jargon formula is number of goal achievements divided by the number of visits x 100, but a better way to explain it is to use an example: If you have an e-commerce website, the Conversion Rate is equal to the number of sales divided by the number of visitors, e.g. 1 sale divided by 20 visitors x 100% gives a 5% Website Conversion Rate. For different types of websites, the desired action (what the web designer wishes the visitors to do) will be different. For lead generation and content websites, the aim is get get visitors to sign up for further information or agree to more contact. As has already been shown, retail websites aim for visitors to make a purchase and customer service sites want visitors to successfully locate the information that the business owner/web designer wants them to find, i.e. the downloadable FAQ, the correct email address for the sort team or the answer they want in the website database. Conversion Rates tend to vary depending on the site type, but a good rule of thumb is that if the Rate goes below 1%, that should set alarm bells ringing and you should look at what you can to do to improve it. The average conversion rate is 2.5-3.1%, although you can expect up to 8% with high end e-retailers.
So the Website Conversion Rate can show you the percentage of your total hits that are actually performing how you would like them to. This allows the online businessperson to ‘see’ how many people are coming into their ‘shop’ and ‘buying’ (or signing up, opting-in, finding information). Use this opportunity to get know your customers – where are they going on the site, what do they want, etc? One of the few flaws of e-business is the lack of personal experience that a customer can find in a shop and this can be remedied through trying to improve the Website Conversion Rate. By designing your website to be persuasive, you can ensure it becomes a more efficient sales tool that can be compared to a digital salesperson who never takes a break. It is a good idea to bring in professionals like Online Media Marketing as high quality optimisation can increase Website Conversion Rates by at least 50-200%.
There are many tools, such as Google Analytics that can help you track where your visitors come from and what they click, and search tools can be used to see what is being said about you on the web as a whole. However, going the extra mile as well for personalisation will always reap rewards. Ask your customers what they want to see through surveys, usability tests and simplest of all – conversation. Having an online Live Chat facility on a website can be very effective in discovering which pages are proving problematic for visitors, what products customers are after, what they are asking questions about and which of the answers your company is providing persuades the visitor to take further action. Live Chat has been shown to be more reliable than the telephone, as it is seen as less commitment for the customer, costs them nothing and allows them not to be overheard if using the internet in a public place. It is also more inclusive for Deaf visitors and those with visual impairments – although you must make sure that your Live Chat facility is compatible with screen readers for the latter.
Optimising your business website to be a persuader can help increase sales, generate leads, boost opt-ins for email marketing and engage more visitors. A few tweaks to your website, such as using credibility-based design, easy navigation, logos, memorable slogans, engagement and calls to action can see not only more people coming to visit, but also offers your customers the personal experience that they are expecting to miss out on by shopping online.