If you’re running a website that is selling any kind of product, online or offline, there are a lot of things that you need to think about in order to maximise your profits. One of these things is your conversion rate. You might be getting hundreds of thousands of visitors every month but if none of them are converting into customers and getting you an income from your website, you may as well have zero visitors. There are a number of things that you can do in order to increase the rate and this will then lead to more profit.
How a conversion rate is calculated
Before you look into a number of methods that you can use to increase the conversion rate on your own website, we are quickly going to go through exactly how the conversion rate is calculated.
Basically, you should have a goal for every visitor that visits your website. If you are running an ecommerce store, then the goal will be for the customer to make a purchase. If you are running a website design business, the goal might be for the customer to register their interest in your products or even give you a call. If it is none of these things, you might simple want a visitor to leave a comment or share your website on Facebook or Twitter. Whatever it is that you want from your visitors, your conversion rate is how many of these actually do what you want.
So, let’s say that you have 1000 visitors a day and you want your visitors to purchase an ebook from you. If 10 of these visitors made the purchase, then your conversion rate would be 1% (as 10 is 1% of 1000). If you had 20 of these 100 visitors purchase your product, then your conversion rate would be 2%. The higher the conversion rate, the more sales you make and the more profit you make in this instance. So you can see why it is so important.
Now, let’s look at ways to improve this….
#1 – Ensure that your adwords title and description is relevant to content
A lot of people use adwords to get visitors to their website as it can be a great source of quality traffic. however, a lot of people make a big mistake here. Obviously, you need to have a description and title on your ad that gets people to click it. However, if this isn’t relevant to the content that the user will see when they actually click the ad, this is an entirely pointless process and you will cost yourself money and alienate the visitor. This means a low conversion rate.
An example of this would be if you were selling website design services and you had an adwords ad appear for an unrelated keyword such as “holiday booking”. Your ad might read “Holidays for just £100”. When the user clicks the ad, they are redirected to your website design site. This is not what they were looking for which means that almost none of them will make a sale.
Yes, this is an extreme case of misleading your customers with adwords but it is still done but a lot of people. You need to ensure that your ad is really relevant. This might attract less clicks but will increase sales. Let’s say that your poor relevance ad attracts 100 clicks and you get 1 sale at £100. Let’s also say that every click costs you £0.50. You have made a profit there of £50. However, what if your ad was extremely targeted but only attracted 10 clicks. However, 2 people bought your product. You would take £200 in sales and pay out just £5 in adwords costs. This leads to a profit of £195 as opposed to just £50.
#2 – Incorporate rich media
This is something that every webmaster should be doing as it really does increase conversions. One of the moist powerful kinds of rich media that you can incorporate into your website these days is video content. This is so powerful and has been known to increase conversion rates hugely for a lot of websites.
By incorporating a video, or even rich images into your website/sales page, you will be able to increase the amount of your visitors that make the purchase. A video can educate the visitor in just a few seconds or minutes which is why it is so powerful.
#3 – Use a heatmap and see where your visitors are clicking
Another way of figuring out what your visitors are doing when they visit your website is to use a heatmap. This shows where people have been clicking when they are on a certain page and usually, where their eyes are drawn to. By using one of these, you will be able to see what people and doing on a page and then, figure out how to improve it and make them click where you want them to.
Heatmaps are pretty simple to install on most websites and are fantastic when incorporated with split-testing. You can really increase your conversion rates by taking into account what real visitors are doing on your website. It might seem like a bit of an extreme thing but it can definitely leads to more sales quite quickly when used correctly.
In conclusion, these are just a few of the ways that you can increase your conversion rate on your website. There are many other things you can do including ensuring that you really understand your market and tailoring your content, prices and products towards them. Also making sure that your website is clear and clean is very important. Everyone hates a cluttered website or even a spammy looking one. Quality is the key here.