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What is Conversion Optimization?


You have a website with many visitors, great. Now you need to convert all those visitors into customers.

Conversion Optimization


Do you have a lot of visitors on your website, but have issues converting those visitors into actual meetings or sales? You may be tempted to scrap your website and create a new one, but likely a lot can be done with your existing website. Conversion optimization deals with how you get your website visitors to fill out a form, place an order, or take whatever action you want them to take on your website. Simply explained, conversion optimization is getting as many of your website visitors as possible to do what you want them to do.

What is a good conversion rate?

It is difficult to define a "normal rate" for how many of your website visitors should take a certain action, such as filling out a form, on your website. It differs a lot depending on industry and target demographics. Usually, it is said that an average conversion rate should be somewhere between 1.5% and 2.5%. However, before you start thinking about your conversion, it might be a good idea to check out how many visitors you have. Maybe your conversion rate is already above average but you have very few visitors. In that case, it would be better to review your SEO or social media strategy in order to drive more traffic to your website.


Set goals for the website

We always recommend that you define realistic goals for your website and track your progress. The goal of the website does not have to be to sell something or bring in revenue. It may be, for example, to increase awareness of your company, decrease technical support calls, or generate leads for your salespeople.

Develop the website around your goals

When you have goals defined for your website, it is also easier to start analyzing how your website is actually performing. If the goal of your site is to decrease technical support calls, then you should develop content for the website that allows your visitors to find solutions to their problems directly on the website. Track statistics from your support line. What are the most common questions and issues? Write answers to those questions on your website so that a visitor can solve issues on their own, just by visiting your website. 

Relevance and clarity drives conversion

A basic goal of your website should be to keep the content relevant and easy to understand. Analyze your content, is something unclear and difficult to understand? Make it easier! Keep in mind that you should start by thinking about your target group and make sure your content is relevant to them. It might be a good idea to let someone who is not familiar with your business take a look at the content. If it is not easy for them to understand, look at options to clarify your content. 

Distractions and irrelevant content 

Irrelevant content and other distractions are things that will lower your conversion rate. It is therefore important to structure your website and your content so that it is not distracting to the visitor. Make your content easy to follow and minimize distractions from unnecessary content. If a page is unclear and difficult to use, it will drive visitors away and lower your conversion rate.
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Tell your visitors what to do

It may seem obvious, but many people forget to inform visitors on their website what they want them to do. Do you want the visitor to contact you? If so, tell the visitor how they can contact you and offer several paths to get to that point. 

Did you know?

  • The median conversion rate on a website is around 2.35%

A checklist to help you sell more from your website


Take a look at our checklist to help you convert more leads from your website!

A few more things to think about

Below are a few more things that you might want to think about when looking to increase your conversion rates. 

Learn more about your visitors

You will need some kind of tool to measure what your visitors do on the website. Google Analytics is a good tool for this. Based on the statistics you can see how many people visit each page and how much time they are spending on them. Do you have a page with a form that you want visitors to submit, but the page has too few visitors? Make it easier for the visitor to find that page. Or, does that page have a lot of visitors, but few who fill out the form? Make it easier for them to fill out. Remove unnecessary fields and offer them an alternative to the form, maybe they would prefer to call you instead?
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Let your visitors know you

People say that you buy from the people that you trust and you trust the people that you know. Do your visitors know you? If not, it can be difficult to sell them something. Start by letting your visitors know more about you and your company. Once a visitor has started to get to know you, they are more likely to buy from you.

See your website as a flow. First, you and your visitor should get to know each other. Then you need to create value for the visitor so that they feel comfortable buying from you or contacting you. Once a visitor buys from you or contacts you, you need to take care of the visitor with service and support to keep them satisfied. If a visitor is satisfied then the chance of them recommending you increase greatly!

Do you think conversion optimization seems complicated?

We can help you with questions and concerns to get started!