One of the most common goals that company\’s share when they undergo an internet marketing campaign is to build a healthy ROI and increase profit. One of the most desirable features of search engine optimisation agencies is their access to detailed analytics software to monitor conversion rate. This enables conversion rate optimisation, and improved conversion rates mean higher impact for digital marketing campaigns.
The first step in the process of conversion rate optimisation would be to establish what can be classed as a conversion. There are many different types, but some of the more common forms are:
1. Sales/Sales Revenue
2. Email/Blog/Newsletter Subscriptions
3. Downloads ,Downloadable Tools or White Papers
4. Contact Forms
5. Visitors who share/link/publicise
As you can see, not all of these are monetary transactions, but they are all forms of interaction that a user can have with your website and business, so they should be viewed as indirectly having financial value.
With this in mind, how do you go about the process of optimising a website to increase the chance of a conversion? There are many tactics that can be used, but I\’ll outline some of the standard procedures.
Removing Unnecessary Webpage Elements
Having a sole purpose can be an important part of CRO. This might mean sacrificing any unnecessary aspects of a webpage that could distract the users attention from completing a conversion.
One big tip for this is to remove any irrelevant forms or form fields. Users, and people in general, hate filling out forms, so deleting anything that will distract from the completion of a conversion is generally a positive thing. One way to do this might be to remove gender declaration. This field is normally used to assemble data about visitor demographics, and unless it is fundamental to a conversion, it really offers nothing helpful and has the potential drive users away from webpage.
Reducing Page Load Time
Not only should this be treated as a signal that the search engines take into account, but it is also very important for the users. Ever increasing broadband speed has given users a taste for instant gratification, and if you\’re website can\’t deliver, don\’t expect users to hang around. This survey (https://blog.kissmetrics.com/loading-time/) reveals that a 1 second delay in page response can result in a 7% decrease in conversion rate. In the meantime, read our blog specifically on this subject More.
Use Analytics to Track Conversions
The great thing about tracking conversions is that you can use the analytical data gathered to specifically tweak and fine-tune your CRO strategy. For example, if you discover that one page is gaining a much higher conversion rate, you may focus your SEO efforts on that page. You may even want to look at the differences between the successful page and the faltering one, to find out what is and isn\’t working.
Something else you may want to do is determine that value of conversions. If you are able to determine the monetary value of someone subscribing to a newsletter or a blog then you might be able to more accurately focus your efforts to improve ROI. So, if 200 people sign up to your newsletter and 20 of them become customers, if the total value of their custom is £300, then a newsletter signup can be judged to be worth £15. The longer you monitor conversions, the more data you amass will allow for more accurate calculations and forecasting on the potential value of conversions.
This blog was written over 6 months ago and Internet Marketing and SEO is an always changing industry which means the information within this blog may be out of date. Use caution when using any methods or suggestions within it.
