Conversion Rate Optimisation

Conversion rate optimization lowers the cost of acquiring new customer by getting more value from the visitors and customers you already have. You can increase revenue per visitor, acquire more customers, and grow your business by optimizing your conversion rate.

When it comes to increasing conversions, there is always room for improvement. That’s why big companies are constantly improving their websites to bring a better experience for their users and increase conversions.

What is Conversion

Conversion, in terms of online marketing, is simply the process of visitors turning to subscribers or prospects in relation to your company.

When someone visits your website for the first time, that person is considered as an anonymous visitor. While on your website these visitors go through a series of actions (for example reading articles, sharing content, watching videos, clicking links, etc.) and hopefully in the end a conversion happens – they become subscribers or they can do any of the steps below:

• • • • • • • • they sign up to your mailing list

• • • • • • • • they click to another page

• • • • • • • • they purchase something from your website

• • • • • • • • they download an ebook

So what then is your conversion rate?

In an ideal world, off course all your visitors would convert to your set goal. This, however, is not always the case. Your conversion rate is simply put, a ratio of how often visitors convert to your set goal – expressed as a percentage. One page on your site might have a 4% conversion rate (4 out of 100 people reached the end goal of whatever you wanted them to do) and another page might have a 26% conversion rate (26 out of 100 people did what you wanted them to do). Off course, since every website is unique by itself, you can be the only one to judge if your conversion rate is “good enough” (although you can always use Google to spot certain trends in your demographic off course). In the end, though, there’s almost always room for improvement. And because there’s room for improvement it means you’re leaving money on the table.

Why should you care?

You are most likely paying to get traffic to your site (advertising money or just plain money spend on marketing). When you get a higher conversion rate you will end up with a better Return On Investment (ROI). Let’s say for example you improve your conversion rate by even 1%, this might result in thousands of dollars increase in revenue. It means more money in your pocket! It is more cost-effective to convert a higher percentage of visitors you already have than to attract more visitors.

As explained earlier, as long as there is room for improvement, there is money being left on the table. It is not just nice graphs you are looking at, your conversion rate is a measure of how successful your business is. Whether you’re growing or shrinking or how healthy your company is. You should care about your conversion rates because when you improve it by even 1%, it might results in thousands of dollars increase in revenue without spending extra advertising dollars or any additional marketing. It means more money in your pocket!