Conversion Rate Optimisation
Conversion Rate Optimisation is simply increasing percentages. Percentages of sales converted from the amount of visitors to be exact. It really is a simple calculation that is heavily overlooked by many web marketers with too much marketing weight infact given to Search Engine Optimisation (SEO) and getting as much traffic to the web site as possible, rather than quality, convertable traffic.
Consider this scenario for example:
Site A attracts 100,000 visitors per month. The SEO that they have conducted is not yielding solely their target market, pay per click campaigns could be more effective and have a more accurate execution. They are converting a respectable 2% of their customers with average basket value of £35.00.
Turnover = £70,000
Now this sounds excellent, £70,000 turnover is great, but take this example into consideration:
Site B attarcts 65,000 visitors per month. The SEO and pay per click campaigns they are conducting are highly targeted for their market. They have a conversion rate of 6%, with an average basket of £35.00.
Turnover = £136,500
Its not just about SEO!
Its not just about SEO, but effective and targeted SEO coupled with good Conversion Rate Optimisation. Site B gets much less traffic, but their conversion is far more effective, for two reasons. The first is that their targeting of visitors is more accurate and that they use an abundance of Web Design and Conversion Rate Optimisation techniques to ensure they maximise conversion.
Its because they know what works for them, that they have a well designed and co-ordinated web site and that they have conducted testing over time on their content to increase the converion rates. They have well designed buttons that create impact, they know what content to put where and when.
What we do at Red Zoo Internet is to use Google Web Site Optimiser Testing. This toolset allows us to run split, A/B Test, and multivariate testing on your web site. With some technical knowhow, injecting the tests into your e-commerce or content management system solution and time well spent on gathering and analysing the data we can get an idea of what content works better at converting your visitors.
Imagine if we were able to increase the conversion rate of site A from 2% to 2.25% we would see an increase of £8,750 per month. Thats a whopping £105,000 per year just by increasing your conversion 0.25%.
Because of the time it takes to plan, implement, execute and analyse the data, we would start of on areas of your web site that have high visibility, traffic, or impressions giving us a bigger dataset to work with. After a set amount of time we can gather and analyse the data so we can advise and implement changes to your web site design and structure.
Design plays a massive part
Web Design holds the key to two important issues. Firstly, keeping the visitor from surfing away to another web site within 2 seconds of arriving and secondly if it along with good content has the ability to capture and convert your visitor into a purchase or signup. Web Design needs to be executed with conversion in mind, right from the outset. Conversion goals should be set, and techniques earmarked for use to achieve those goals. Sometimes its just as simple as the color on a "Purchase" button, or the effects on a the page that make you concentrate on the "Contact Us" button or how you get funneled into the process of downloading demo's, trial software or even free newsletters.
Because the time it takes to do the testing and analysing, it can be a considerable time before you see a return on investment and also in todays economic climate conducting Conversion Rate Optimisation projects may not be within budget, so speak with us about Performance Based Pricing.