Now that you understand the importance of conversion marketing and the basics of Google Analytics, you can now begin to identify who your visitors are and how they are interacting with your website. Keep in mind that different people visit your site for various reasons and that not every visitor is a potential client. You need to be able to determine which of your products or services get the most hits in order to further improve your conversion rate.
What Can I Do To Optimize My Conversion Rate?
Conversion marketing is not an exact science, and there are no specific or entirely accurate ways to determine the “best” or “highest” conversion rate that is feasible for a website to achieve. Instead, it is vitally important to accurately study your website’s analytics and determine how your visitors are interacting with your call-to-actions. If they are underperforming then you need to identify realistic, reasonable and affordable ways that you can improve upon them.
Define Your Metrics
A good way to think about how you will go about defining your metrics is by asking the question: “What do you want your website visitors to do?”. For most of us, that answer is simple: they need to be regularly converted into customers. Yet it is typically much more complicated than that when membership tiers, subscription based services, or downloadable objects get involved. If your website has a membership option, you need a way to make your newly registered members come back.
Connect With Your Visitors
Before you can begin to improve your conversion marketing, you must first be able to empathize with your audience and identify what they are seeking from your site. While using your analytics to determine what devices they are using and catering towards those devices does help, we encourage you to go much deeper than that. You must establish a real connection between your visitor and your content. Remember that there are real people behind your conversions and you must be able to empathize and connect with those people. You need to provide the solutions to their problems in order to make their lives easier, brighter, and happier.
Reconstruct Your Website
Once you have determined your visitor’s needs, you can then begin to reconstruct your content, design, and format of your site. For instance, if your sales are mostly generated by inbound phone inquiries, is your phone number prominently displayed on your website? If your website includes an online e-commerce store, are your products prominently featured on your homepage with appropriate calls-to-action? Finally, if your website is for a restaurant, entertainment facility, or brick-and-mortar store, does your website prominently feature elements such as coupons, visual media, contact information and directions? Sometimes improving your conversion rate can be as simple as making adjustments to your website that highlight and prioritize the elements that directly improve visitor interaction.
Our next blog in this series will discuss how you can use conversion to establish authority in your community.