Understanding Conversion Rate Optimisation for your Website

website design buckinghamshire

conversion rate optimisation At Web Design High Wycombe in Buckinghamshire, we regularly focus on the powerful affect of SEO in getting your website found in search engines. However, it’s worth mentioning that SEO alone will not get you customers.

Let us introduce the concept of Conversion Rate Optimisation (CRO). CRO is the process of increasing the number of visitors to your website that purchase your products and/or services. The process involves understanding how your potential customers will navigate your site and how to get them to buy from you. As opposed to clicking away to a competitors site.

Conversion Rate Optimisation

A conversion is considered to be a visitor fulfilling the purpose of the website, for example:

  • requesting a quote for the service the website offers
  • buying a product sold on the website
  • signing up to a mailing list
  • taking out a subscription

Through analytics you can analyse your conversion rate. You need to divide the number of times a visitor ‘buys’ from your website by the number of visitors to your site.

To help convert visitors to your site into customers you will need to do some research. Know who your visitors are and what they want from your website.

Google Analytics

Google Analytics can help you understand:

  • entry point to your site
  • the pages they visited
  • where they found your site
  • the device they used to get to your site
  • which browser they accessed your site from
  • age, demographic and typical interests of the visitor
  • how long they spent on your site
  • the page they were on when they left your site

Using this data can help you focus your attention in the right places. Enhancing and targeting the information on the pages most visited can help impact your conversion rate.

Website Analysis

Once you understand this data you can review your site to understand why visitors click away. If you have an understanding of your target audience put yourself in their shoes and optimise your web pages to ensure they engage.

By asking questions of your target audience you can establish:

  • Why they initially visited your site?
  • What’s good about your site?
  • How they would describe your business/services/products?
  • Why does your website/business/products/services differ from your competitors?
  • Using factual data can save you the time of trial and error testing. As you can target the web content to accommodate the vision of your visitors.

SEO is fundamental to be visible in search engines, but Conversion Rate Optimisation is essential to gain business customers. So, if you find yourself lacking sales despite appearing at the top of search engines for all your key terms, perhaps it’s time to review how your site and content appears to your target audience.

Website Design Buckinghamshire

For more information about websites and internet marketing techniques such as SEO and CRO, get in touch with Web Design High Wycombe, based in Buckinghamshire on 01494 356 778.