How Conversion Optimisation Works

Conversion optimization is the process of maximizing the percentage of website visitors who complete a desired action (this percentage is known as your conversion rate). If you're not doing so already, you should be tracking your conversion rates (You can't improve what you are not measuring).

For pay per click advertisers, this is the percentage of people who clicked your ad and went to your website and then took an additional action - such as completed and submitted a contact form, an estimate request, or took some other action that you can measure to see if your ads are successful.

Calculating Your Conversion Rate For pay per click ads, you can calculate your conversion rate as follows:

Number of people taking the desired action / Number of people clicking your ad x 100 = Conversion Rate %

For online stores, a simplified calculation for your conversion rate might be:

Number of orders / Number of unique visitors x 100 = Conversion Rate %

The reason that improving your conversion rate is so important is that you can increase your sales with the same amount of traffic just by boosting your conversion rate. As you traffic grows - and it should grow naturally over time provided you manage your website properly - your earnings will multiply so that if you can double your conversion rate and double your traffic, your earnings should increase four-fold, all other things being equal.

Some Conversion Optimisation starters include:

• Make return policies, guarantees, privacy policy and shipping details easy to find and understand
• Identify and remove any points of friction
• Offer multiple payment options to attract more buyers
• Provide easy access to customer service
• Provide contact details and make them visible
• Make forms as short as possible
• Test different calls to actions / buttons
• Implement split testing / multivariate testing experiments
• Audit and optimise website usability issues
• Solicit feedback and act on results

 

Want to know about our Conversion Optimisation Process and what to expect?

There are many providers out there, heres what sets Site Metrics apart.

Want to read an Conversion Optimisation case study of one of our current clients?

Ready to get stated? Contact a consultant now.