For many companies, attracting more people to their site is the ultimate objective of any SEO or digital marketing campaign. One question we often get asked is ‘why am I not selling more products?’ A company may have employed an agency to carry out digital marketing activity which has resulted in a surge in the number of people visiting the site but the sales performance has not risen at the same rate. That’s when conversion review or conversion rate optimisation (CRO) comes into play.
Conversion rate refers to the percentage of visitors to your site that actually buys something and becomes a customer. Up until that point they are really just a user on your site and a higher number of users does not necessarily convert to higher sales revenue. Converting a higher percentage of users is the aim of a conversion review and making improvements can have a dramatic impact on your bottom line. As the old saying goes, it’s about the quality of the user, not necessarily the quantity.
A conversion review from Teleno will provide an in-depth analysis of the current structure of your site to see where improvements can be made. This will include looking at how pages as structured, how you navigate from one section to another, how are your calls to action presented, how easy is the checkout process, how good is the user experience. From this, we will make recommendations on how you can change your website to get more people doing the things you want them to do.
When we work with any client, our goal is to help them to attract more customers but sometimes you have got to take a step back and ask whether or not your website is doing enough to convert the customers you already have. If your website was a sales person, would you be satisfied with their performance or would they be heading for the door? Getting more people to your site is one thing but making sure the ones that do get to your site convert is in some ways more important.
Say you have a current conversion rate of 2%. If we can increase that to just 2.5%, you are immediately getting 25% more conversions without spending a penny on expensive campaigns. Imagine been able to increase that rate to 3 or 4% – that’s when you really start to see an impact in your bottom line.
We start with a review of the user experience of trying to buy a product in your site – how easy is it for us to find what we are looking for and how simple is it for us to complete the process. Reviewing the site as if we are a paying customer is the best way for us to get a feel for how easy it is to convert. From there we get a bit more technical and use a series of tools including:
- Google Analytics
- Social Media Insights
- Newsletter click through rates
This will give us the answers to some important questions like ‘what is your best/worst converting landing page? What is your cart abandonment rate? What does your conversion funnel look like? From this we are then able to put forward recommendations for how you can improve your conversion rate.