Conversion rate explained. 5 easy steps to improve conversions in a day.
When we decide to build a website we usually have some goal in mind. For an eCommerce website, it is obviously the product sales, for a news outlet, it could be the subscriptions, for a doctor’s web page, it could be the direct customer calls to book an appointment.
All these actions lead to a sale. That could be the sale of a product or a service.
So, to cut it short, when our website visitors do what we want them to do it means they are converting. Yep, we are actually converting our visitors into customers.
Let’s define conversion rate and see how we measure it
The Website Conversion Rate is the proportion of website visitors who take action to go beyond a casual content view or website visit, and this action is profitable for the business.
Conversion Rate is measured by the number of customers who have completed the action divided by the total number of website visitors. Wikipedia.
In other words, conversion is the percentage of total visitors that do the desired action. This could be:
- Product purchase
- Quote request
- Service/appointment booking
- Demo request/booking
- Newsletter sign up
- Webinar registration
- Free trial sign up
- Download a whitepaper
- Free book/worksheet download
- Fill out a lead/contact form
- Direct contact
- Podcast subscriptions
- Live chat interactions
- Marketing content downloads
- Also, many many more.
The total number of visitors, you can measure by connection your website to a website analytics tool. The easiest and the best option these days is Google Analytics. Apart from the total number of visitors that it provides, you can map your desired actions in your account and then measure the actual conversion rate of your website.
5 easy steps to improve your conversion rate
1. Improve the call-to-actions. Make your call-to-actions clear and noticeable. The best way is to use short phrases like “Sign up”, “Request a Demo”, “Add to bag”. With the bright, noticeable background colours.
Some examples are:
2. Remove the distracting element. The best way to do it is to ask your existing customers or people unfamiliar with your service for reviews. You might ask questions like: “Was it easy to find this/that?” or “What distracts you the most on the product page?”, or similar. Look for large bright distraction images, useless text explanations, bright distracting colours, playing videos, bright adds and signs.
3. Improve the website content. Remove any outdated texts, photographs, and videos. If they are old and does not bring any value to your product, it could confuse the customer and would influence your conversion rate, not in a good way.
Good example from helpscout website:
4. The fast and widely used trick that you can implement in under one business day is the displaying third-party logos. This method proved itself as it enhances the user’s credibility and trust in your website.
5. Quality website design and good user experience is essential for a website. The fastest way to improve the performance of your site and, therefore, the conversion rate is to use technical solutions like pixboost.
Pixboost is the end-to-end Image CDN and Real-time Image Processing Platform that can be easily integrated into your solution to improve conversion rate and user experience.
So, Conversion Rate is the single most important measure for your website; it shows how well your site can convert your prospective customers into those who are actually making a profit for your business.
