What are Conversion Rates & How Can They Benefit You?
What is a conversion?
A conversion is when visitor reaches a goal on your site. Goals can range from small events that may be as simple as contacting you for more information to a sale of goods.
Break down the large scale scope of selling widgets into much smaller conversions (or goals) and track the changes. For example changing "More Info" to "Click Here for Free Product" would result in a much higher conversion for a visitor to reach the intended goal. So by improving this click through, you get the visitors browsing to take another small step toward your final goal. Small conversions can be tracked by measuring the click through of links, read time of the content, or the bounce rate of the page.
Throughout the process it is important to remember that it is always about change, and tracking the change.
What are some ways you can improve your conversions?
Differentiation - How are you better then your competitor? What makes you stand out? Find your strengths and use them in your website's strategy.
Content and Copy - When a user lands on your site do they immediately know what you do? Are you answering their common questions? And do they trust you? These all need to be addressed in your content, copy, and design. Use a friend or family and ask those questions - you may be surprised to hear their answers.
Relevance - If you have a pay-per-click campaign with a certain keyword, it is very important that your visitor lands on a page about that keyword. For example if a user searches "Green Widget" and your ad appears, when visiting your site they should be taken to a page about Green Widgets. They should not land on the homepage that has a small link for the green widget.
So try out some ideas & see if your conversion rates improve. You will quickly see the benefits of higher conversion rates in the form of increased sales & additional contact requests from your customers (which can often turn into additional sales!).