How To Improve Your Conversion RateSeptember 15th 2011 Sally Ormond Call to action, conversion rate, improving your conversion rate, Keyword research
First off, do you know what your conversion rate is?
If your marketing is to be effective you not only need to know your conversion rate, you must also understand your conversion goal.
Everyone’s conversion goal will be different. It could be:
- Newsletter sign-ups
- Brochure downloads
- Sign-ups for a free trial
- Email enquiries
- Phone enquiries
As soon as you know what it is you’re measuring, you can begin to track the effectiveness of your website or landing page through Google Analytics.
But there is one vital element you need to get conversion and that’s traffic. You can’t have one without the other. Using your analytics you will be able to instantly see how many visitors you are getting, where they are, how they’re finding you, even the keyword that’s pulling in the most.
However, it’s not just a numbers game. Even if you are getting thousands of visitors to your website every week, if they are not being converted into sales and leads, there’s something wrong.
Why is my website not converting?
1. Traffic jam but no takers
If you’ve got lots of visitors but few conversions, you have a problem. First, check your keywords to make sure you are targeting the right ones.
Every page of your website should target a different keyword, so if you have a high bounce rate, your may not be attracting the right audience.
2. Empty promises
Staying with your keywords for a moment, if you are targeting the wrong ones, people are landing on your website expecting to see one thing, but being shown another.
This mismatch is caused by poor keyword choice. Review them and refine them to reflect the exact market you are after.
Your lack of conversion could simply come down to a missing call to action.
You must always tell your reader what you want them to do next – call now, email now etc. Make sure it is clear, commanding and above the fold.
5. Your website’s copy
In fact, not just your website copy, but your website too.
Your website has to be fast to load, easily navigable, pop-up free and pleasant to look at. Then, your copy has to be interesting, relevant, benefits-led and it must address your reader directly.
If you can tick all of those boxes, your products are good, you’re targeting the right keywords and you have strong calls to action, you stand a great chance of achieving that all important conversion goal.