It’s a question our team get asked a lot. “How can I get more website enquiries, sales and improve my website conversion rate?” Obviously, it depends on the type of website you have i.e. e-commerce, membership, blogging, community, informational etc. but there are many things that you can do to ensure that your visitors engage more with your website.
How do you calculate your conversion rate?
This is simply the number of people who perform an action on your website, such as buying a product or service, subscribing to a newsletter or filling in a contact form, divided by the number of people who visit your site. Whilst there are variations according to industry, it may surprise you to know that in the UK, the average website conversion rate is between 2.4% and 4%, whilst the best boast a conversion rate of over 35%.
It’s as simple as 1, 2 and 3!
But before you go off and spend lots of money on marketing, it’s worth running through a quick 1, 2, 3 step process:
- Define the purpose of your website and what you want visitors to do? Whether that’s buying a product, send an email, picking up the phone, downloading a document or subscribing to become a member, make sure it’s easy for them to understand and take the appropriate action.
- If you don’t know what your current conversion rate is, how can you expect to improve it? Make sure your site can track visitor activity via some form of analytics and study your performance regularly looking at average session duration, page view, pages visited, devices used, how they found you, bounce rate etc.
- Look at ways you can make your current visitors more productive and enhance their user experience. This can be achieved by ensuring a strong and clear call to action, removing distractions and having easy-to-understand and targeted content with simple and clear messaging.
Maximise your website effectiveness
If all of the above points have been successfully addressed, then it’s time to set some goals for your site and look at different ways to maximise your website effectiveness. Below is a list of potential areas for you to look at:
- Meta description tags – while not important to search engine rankings, they are extremely important in gaining user click-through from search engine result pages (SERPs). So make sure they are completed for each page.
- Page loading speeds – nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn’t loaded within 3 seconds. Do everything you can to ensure your pages load quickly.
- Responsive design – your site needs to be capable of being viewed on all types of devices, phones and tablets as well as PC’s and laptops, with minimum resizing and scrolling. Mobile friendly websites are now expected, ensure your web design is the best it can be.
- SSL certificate – used to establish a secure encrypted connection between a browser and a website. Make sure you have one to improve site visibility and provide trust, confidence and online security for your website visitors.
- Referring domains – having other websites refer traffic to your website is very powerful. Ensure that you have links from as many referring domains and IPs as possible.
- Internal links – connecting one page of your website to a different page on your website is very useful as it helps Google to discover additional new content. Make sure you have a number of internal links on your website.
E-commerce sites – go one step further!
And when it comes to e-commerce sites, you need to put yourself in the shoes of your customer and walk yourself through a number of test purchases yourself to ensure the following:
- Excellent navigation so you can easily find what you are looking for
- Good quality images and/or use of videos to explain items and/or their use
- Accurate descriptions
- Fair pricing and/or appropriate discounting
- Easy checkout process
When you’re happy with your conversion rate, try to attract even more visitors. You can look at things like AdWords, send out direct mail, email updates and promotions, buy advertising or do whatever marketing suits your company best, knowing that when new visitors arrive at your site, more than ever before they will go on to make contact, buy, download and/or subscribe.
Maintaining a successful conversion rate means ongoing tweaks and regular updates to your website, so study your analytics frequently and find the perfect solutions for you.