Increasing the amount of traffic your website receives is just as important as getting the most out of the traffic already have. This is all done through improving your website’s conversion rate. Conversions are important to keep in mind if you are looking for a new website design or planning any sort of online marketing campaign.
What is a conversion?
A conversion happens when one of your website visitors completes one of your desired actions. This ‘action’ ranges greatly depending on the website. A conversion for Amazon.ca would be when a user completes the purchase process for a product while a conversion for a blog website might be gaining a new subscriber. These conversions are measured by your website’s Conversion Rate. Your conversion rate is your total number of conversions divided by your total number of website visitors. Ex. If you receive 500 visitors in one day and 35 of them fill our your contact form, your form’s conversion rate would be 7% (35/500).
Why are conversions important?
No matter what the conversion-metric is, your website design should always be optimized to convert users. Before even beginning your website design you should always ask yourself the question “What do I want users to do on my website?”. If your company sells iPhone 5 cases your website design should accentuate your products, make them easy to browse and most of all have an easy purchase process to convert as many users as possible. If your company provides a service you will most likely want your website’s visitors to fill out a form or ‘request a quote’ so you can capture your visitor’s contact information and pursue a business relationship with them.
How can I measure conversions?
Conversions can be measured in many different ways. Most website designers will integrate Google Analytics as it is a free service that offers in-depth analysis of your visitor’s activity. Analytics has conversion tracking features that will monitor and analyze your conversions. If your website conversions are based on a form being filled out, you may have a Thank-You page that displays once the form has been completed. Every hit this thank-you page gets would be counted as a conversion since the page is only displayed after a visitor fills out a form. Multiple conversions can be set up on the same website if you have different possible conversions throughout the website design.
Improving your conversion rate
There are many ways you can improve your website’s conversion rate:
Remove Distractions: If you are creating a landing page for your website a proven method of increasing conversions is to remove things like your main navigation, footer and unnecessary links. Your contact form should be prominent on the page and be the only natural action for your visitors. Having links to other pages of your site will encourage people to move away from your landing page and decrease your chances of converting that visitor.
Call To Action: Having a clear call to action is a MUST HAVE! A call to action (CTA) is some type of button or banner meant to prompt a user to click it and convert. If your conversion is a user entering their email to download a free e-book instead of just using a Submit button for their e-mail (or even a DOWNLOAD button) make your button say DOWNLOAD FREE E-BOOK so your visitors know exactly what will happen when the button is clicked. Your CTA should really follow the theme of the page. If your page’s heading is GET A FREE QUOTE, your form button should read something similar, like GET FREE QUOTE NOW.
Keep your call to action above the fold: The ‘fold’ is a term used to describe the section of a website that is visible without scrolling. Content above the fold is visible with no scrolling, content below the fold requires users to scroll down to see. Keep your call to action above the fold so users see it as soon as the page loads. The fold changes depending on monitor and resolution sizes so it is important to test your content on multiple computers and monitors.
Do you want more information?
Optimizing your website design for conversions and implementing the proper tracking methods is a great way to improve your website and profitability. Our Toronto website design experts are great at finding ways to improve your conversion rates and overall website profitability. If you’re interested in taking your website’s effectiveness to the next level contact us today!