With a proper SEO strategy in hand, site traffic has increased and the public is now aware of your company. Hurray! But all that traffic means nothing if they are just there to sightsee. Now you need a different plan to get those visitors to convert.
The whole point of getting traffic to your site is so you can gain more sales or clients. So, if the traffic coming to your site doesn’t perform any actions while on your site, then you aren’t going to see the great returns you are hoping for.
This is where the process of conversion rate optimization (CRO) comes into play. Understanding how a visitor arrives on your site, how they navigate the site, and what actions they take and not take on the site is vital information. It allows you to learn about your visitors and what it will take to convert them into a customer.
In today’s post, we will explore the world of conversion rate optimization. We will look at what it is and why it’s a process that you can’t ignore.
What Does Conversion Rate Optimization Mean?
A conversion is a process undertaken to get people to do something when they visit a website. By improving the website and the user’s experience, it is hoped that site visitors will convert into a lead or customer before leaving the site.
Conversion rate optimizaiton is the process used to increase the percentage of visitors who complete the desired actions. This process requires an analysis of your site so you can tell what pages are converting visitors and which ones are driving them away.
It all boils down to this. Window shopping is fun, but it doesn’t pay the bills. You can have lots of traffic visiting your site every day, but if none of those “window shoppers” stop to buy something or take a desired action, your site will never generate income. Plain and simple.
Are All Conversions the Same?
Depending on the goal, the goals of your conversion rate optimization can look quite a bit different from one another. According to Moz there are two main types of conversions: micro-conversions and macro-conversions.
Micro-conversions are the little steps used to slowly move a visitor into the macro-conversion arena. Subscribing to an email list or putting something into a cart are examples of micro-conversions. As visitors complete more micro-conversions, they start to build a rapport with your company and learn to trust it.
This all leads to the macro-conversions. These are the bigger steps that you ultimately want the visitor to take. Whether you earned their trust through the micro-conversion process, or you have a great webpage that inspires visitors to convert on their first site visit, they do one of the big actions you were hoping for. This could include making a purchase or signing up to be a client. It’s at this step that all your hard work pays off.
How Is A Conversion Rate Calculated?
The simplest way to calculate a webpage’s conversion rate is to divide the number of conversions by the number of visits to that page. It doesn’t matter if those conversions are micro-conversions or macro-conversions. The calculation is the same in either case.
Now, unless you have a 100% conversion rate, most companies will work to improve their rate. When it comes time to improve it, remember that increasing your conversion rate is not as simple as driving more traffic to your site. If you have 1,000 visitors a month and get 10 customers, you won’t necessarily get 20 customers next month if you get 2,000 visitors.
Remember that increasing your conversion rate is not as simple as driving more traffic to your site. Click To Tweet
Why is Conversion Rate Optimization Important?
When we look at the above example, we shouldn’t be asking ourselves how to get 2,000 visitors to our site. The better question to ask is why the first 990 visitors didn’t convert into customers?
This means that you need to take a good look at the very beginning of your marketing funnel. What demographics make up the original 1,000 visitors? Are they people who could benefit from your product/service or are you attracting the wrong crowd? This is where you take a look at your SEO, where you are advertising, and what keywords you are using. You can’t hope to convert visitors that have no interest or need for your products or service.
Once you have optimized for the right crowd, you can then work on improving your site. Are you driving traffic to the right webpages? Are those pages easy to navigate or are they cluttered? Do they load quickly or does it take a millennia to load? These are all questions you need to ask to ensure you are capturing as much of your qualified market as you can.
The process of conversion rate optimization takes you through these steps to ensure you are attracting the right attention and are appealing to the right audience.
Conversion rate optimization is the other half of a marketing coin. First you need to attract attention and then you need to turn that attention into sales. By focusing on your conversion rates, you will increase your site’s authority and revenue.
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