Conversion Optimisation Explained

Conversion optimization is the process of enhancing your visitor's experience when they visit your website, with its main goal to turn a visitor into a customer.

So why measure Conversion?

Business today is all about Return On Investment (ROI), and with websites, ROI is best measured by conversions – not just click throughs.

So, in order to determine how effective your website actually is, it is important that you are able to tell how much business it generates for you. You should also keep track of the costs associated with marketing your website and generating traffic to your site.

Once you know what your costs and returns are, you are then able to determine your ROI, which in turn lets you know the most cost effective means of generating business.

An example:

Your online sales for 1month = $1000. ($600 of that was generated by direct traffic, $400 by search traffic)

You spent $400 on advertising for the month, and a further $100 on Search Marketing..

To calculate:

Return on Investment (ROI) = Earnings / Costs

ROI for Direct Marketing = $600 (earnings) / $400 (advertising costs) = 1.5

ROI for Search Marketing = $400(earnings) / $100 (search marketing) = 4.0

This example shows that search marketing is more effective than direct marketing, so consideration should be given to increase the Search Marketing budget and reducing the direct marketing budget.

Of course the above example is a very simplified version of calculating ROI. You may be measuring and comparing costs and earnings for newspaper or magazine advertising, Google, Yahoo, Live, Yellow Pages online, or Pay Per Click advertising. Each one done to determine which form of marketing provides you with the greatest return.

How do I measure Conversion?

You first need to determine what your conversion goals are, in order to determine how they are to be measured.

Conversion goals such as online sales, or sign up to an eNewsletter are relatively easy to measure. Others, such as a phone call, can be more difficult. In most cases however it is possible to put in place a mechanism or process for monitoring and tracking conversion goals.

Ireckon web marketing are experienced in a variety of techniques for measuring conversion, and can assist you in determining the best way to measure conversions for your site - to meet your specific needs.

What can be done to improve Conversion?

Conversion optimization is all about encouraging users to complete your conversion goals. This can be achieved by providing a worthwhile user experience. Key elements which can have an impact on Conversion are:

• Targeted Traffic – tied in with Search Engine Optimisation activities, targeted traffic is all about targeting the right users for your website. You want the users most likely to buy your product or use your service.
• Trust – your website needs to look professional and present a trustworthy image of your business in order for visitors to stay and achieve your conversion goals.
• Usability – your website needs to be easy to use and navigate and any forms or other functionality is not complex, otherwise your visitors will look elsewhere.
• Call to action – each page of your website should have a call to action on it, to direct customers to your end conversion goal.

Ireckon web marketing can help you with your Conversion Optimisation goals and help you maximize your website’s Return on Investment.

Contact us today to discuss your Conversion Optimisation needs.

Ireckon you’ll notice the difference!