How Can Conversion Optimisation Improve Your Website’s Profitability?
Website traffic is great, but conversion optimisation is what will keep you in business.
It’s important to understand how SEO works, but there is so much more to know when it comes to converting your traffic into sales – most search engine optimisation services do NOT include this – it’s beyond the scope of your typical SEO provider. It’s conversion optimisation; an art and a science in itself.
Your business may not rely solely on website leads in order to operate profitably, but if you have a website and it’s not making you money month after month then it’s a liability. Great content, social signals and smart SEO will drive traffic to your website but it’s what those website visitors do that matters. What ACTION are they taking when they hit your site? Your website should lead your visitors around like a bull with a ring in its nose, taking them where you want them to go and driving them to take the ACTION you want them to take, be it calling your office, filling out a form, entering their email address or buying your product or service – or all of them! This applies to landing page optimisation as well; when they hit the landing page, the page is in control. This goes beyond SEO, it’s down to the final stages of the buying cycle, it’s do or die.
If you have a high bounce rate and the average time your visitors spend on the site is low, you’ve got a problem with your site’s conversions. Nobody is taking action on your site.
But don’t worry, there are some things you can do to make your site more ‘sticky,’ if you will.
Do you know the feeling, when you hit a site and it’s got cool little elements that you just spend way too much time playing around with and you then find yourself having to read everything on the site, page after page? It’s science – not chance.
If you have an in-house web person they may be in for some really fun stuff but, if not, you’re going to have to reach out to a development company and start taking action. It’s amazing what modern HTML and CSS with a dash of Java Script can produce – turns your website from a brochure into a shiny, unique little object your customers just can’t stop playing with.
But I digress; this article on conversion optimisation is about the money your website makes you.
Cost Per Click (CPC): Cost of driving a user to the landing page
Conversion Rate (CR): Percentage of users on the landing page who take ACTION (maybe buy something)
Cost Per Lead (CPL): Cost of having a user on your site Take ACTION
Cost Per Sale(CPS): Cost per each user who takes action and ultimately closes the deal with you
Marginal Increase in CPC or CR or CPL or CPS: Managing these or optimising them as your website traffic rises is VITAL to your business
What business person has time to deal with all of this internet marketing jargon? It’s important to know these things because they represent your business’ success or failure online. Baby steps are required and there are two basic, high-level ideas to bear in mind when you begin to think about hiring a professional to help you with conversion optimisation.
Number 1: Don’t make them think!
If your website is cluttered and has too many choices or calls to action and distractions on it, people can’t intuitively do what you want them to do. By the way, if they land on your website, you want them to become a customer. If you can’t track this, you’ll never know if your website ‘works’ or doesn’t and you’ll never be able to improve.
There is a reason the iPhone doesn’t come with an instruction manual; it’s exquisitely intuitive – it’s easy to use and so should your website. KISS (Keep It Simple Stupid) with big clear buttons that stand out, but not too many of them – maybe only one per page in some cases.
De-clutter your website, it’s 2012.
Number 2: Test everything and then test it again.
If you’re going for gold, every word counts. If you really and truly want your site to convert at the highest rate possible you must split test your pages – test different button colours, different headlines, different images and positioning.
You have to measure this and it’s tricky. You can’t just test it all at once because you’ll never know which changes had an impact, for good or ill. It’s totally custom work, every business’ website is different because they relieve different pains and solve different problems for different types of people. You know your customers best, you know what they want, you’ve got the solution they need. Let’s help you articulate that online, yes?
Feel free to Contact The SEO Company to have a conversation about conversions.